广告策略管理(PPT41)

广告策略ADVERTISINGSTRATEGY广告策略ADVERTISINGSTRATEGY每个客户与代理商都希望广告是能令人振奋的；Everyclientandagencyexpectsanadvertisingstrategythatinformsandinspires.代理商希望广告的策略具有连结品牌与消费者的关联性。Theagencyexpectstheadvertisingstrategytomakeameaningfulconnectionbetweenthebrandandtheconsumer.广告策略ADVERTISINGSTRATEGY我们(客户服务与创意人员一起工作）必须提供一个是观众心声的卖点。We（ClientServiceworkingwiththeCreative)mustprovidealeverageableinsightaboutthatrelationship.如果我们要创作出一个能推动客户销售的广告，我们必须明确广告在复杂的市场竞争中被运用的角色。Ifwearetocreativeadvertisingthatwillmovetheclient’sbusinessforward,wemustpinpointtheroleofadvertisingthatwillplayinthecomplexmarketplacearena.广告策略ADVERTISINGSTRATEGY以下是一个在我们应用的广告策略撰写格式。ThefollowingisanAdvertisingStrategyFormatwhichwillbeimprovisedhereinouroffice.每一品牌都必须有此品牌策略文件。EACHBRANDSHOULDHAVETHISBRANDSTRATEGYFILE.1、品牌市场目标BRANDMARKETINGOBJECTIVES陈述品牌的全部市场目标Statethebrand’soverallmarketingobjectives（它们应该是具代表性及主要的市场目标—销售、占有率等。--它们是从广告中明确、客观地分离出来的）(Thesearetypicallybroadbusinessobjectives--sales,share,etc.--Thatareseparatefromthespecificobjectivesfortheadvertising.）广告概述WHATISADVERTISING2、品牌定位BRANDPOSITIONING如果有一已确定的品牌定位陈述，请写下。Ifthereisanagreeduponbrandpositioning*statement,stateithere.如果没有，请写下需优先的内容。Ifnot,thisisthefirstpriority.广告概述WHATISADVERTISING2、品牌定位BRANDPOSITIONING（续）此定位不可因时间及产品的不同而改变的，必须与其全球的定位保持一致。Thepositioningshouldnotchangefromyeartoyear,orproducttoproduct.MustalsoalignwithRegionalandGlobalpositionsiftheyexist.广告概述WHATISADVERTISING3、品牌调性BRANDESSENCE如果有一已确定的品牌精神，请陈述。如果有录象，应包括在本单内。Ifthereisanagreeduponbrandessence*statement,stateithere.Ifthereisavideo,includeitwiththeassignment.中国最大的资料库下载如果没有已确定的品牌精神，确认包含一个品牌“特征”，需策略性陈述。Ifnobrandessencehasbeenagreedto,makesuretoincludeabrand“character”*statementinthestrategy.广告概述WHATISADVERTISING3、品牌调性BRANDESSENCE（续）（用主要驱动品牌的，与整体环境有关联的东西去建立品牌精神，贯穿广告公司与客户，直至广告完成）(DevelopbrandessenceonkeydrivebrandsinconjunctionwithregionalPubkicisAD-Linkstaff--andclientinput--onceadvertisingiscomplete.)广告概述WHATISADVERTISING3、品牌调性BRANDESSENCE（续）*后附详细的解述SeeAppendixfordefinitionofterm.广告概述WHATISADVERTISING4、市场写真MARKETPLACEREALITIES提供一个最新的市场。此市场是客户所喜爱的动力或是会阻碍客户达到其市场目标的？请思考Provideasnapshotofthemarketplacetoday.Aretheredynamicsthatworkinclient’sfavororagainstclienttoachievetheirmarketingobjectives?Consider…–市场/分割大小，趋势，份额及流通的理由。–Market/segmentsize,trends,sharesandreasonsforcurrentstatus.广告概述WHATISADVERTISING4、市场写真MARKETPLACEREALITIES（续）–主要竞争者：可包括从消费者角度来看的任何客户品牌的竞争品牌（如：用于控制昆虫类产品中所分离出来的“家用药剂”市场）。他们是什么，还有其他，是否所有品牌都包括在内？他们有什么优势；哪里易受攻击（品质，价格，通路，广告等）？–Keycompetitors:Canincludeanythingclient’sbrandcompeteswithfromtheconsumer’spointofview(e.g.,“homeremedies”forinsectcontrolinemergingmarkets).What,ifanything,doeseachcompetitivebrandown?Whataretheirstrengths;wherearetheyvulnerable(quality,price,distribution,advertising,etc.)?广告概述WHATISADVERTISING4、市场写真MARKETPLACEREALITIES（续）–客户品牌是否有产品附加值？它是否有（其它）意义及/或与竞争对手不同的卖点？（关于产品及/或概念测试的结果均可）–Doesclient’sbrandhaveaproductplus*?Whatare(other)meaningfuland/orperceivablepointsofdifferencevs.Competition?(Attachproductand/orconcepttestresultsifavailable.)广告概述WHATISADVERTISING4、市场写真MARKETPLACEREALITIES（续）见附后的详细说明SeeAppendixfordefinitionofterm.广告概述WHATISADVERTISING5、目标消费者TARGETCONSUMER谁是主要的声音来源--其中最能鉴定客户达到他们的市场目标的（如新使用者，重度使用者，流失的使用者等）Whoisthekeysourceofvolume--theonemostcriticaltoclientachievingtheirmarketinggoals(e.g.,newmarketentrants,heavyusers,lapsedusers,etc.)广告概述WHATISADVERTISING5、目标消费者TARGETCONSUMER（续）对于此目标他们最关注的内容是什么？我们的品牌？竞争者？他们在种类中寻找什么？品牌和产品？什么“触点”可被广告使用？（此项必须使用消费者的语言。）Whatinsightshavebeenuncovered…aboutthistarget?Theirrelationshiptothecategory?Ourbrand?Competition?Whatdotheyseekfromthecategory,brandsandproducts?What“triggers”canadvertisinguse?(Thisshouldbeinconsumerlanguage.)广告概述WHATISADVERTISING5、目标消费者TARGETCONSUMER（续）包括统计的，心理的或其他不同的特征。Includedemographics,psychographicsorotherdistinguishingfeatures.广告概述WHATISADVERTISING6、广告目的AdvertisingObjective在建立品牌目标中，广告的角色是什么呢？一个清晰及必要的广告目标必须直接凌架于所有分析之上。Whatistheroleofadvertisinginbuildingthebrandwiththetarget?Aclearandnecessaryadvertisingobjective*shouldflowdirectlyoutoftheaboveanalyses.广告概述WHATISADVERTISING6、广告目的AdvertisingObjective（续）尤其是广告所表现出来的什么行为及/或反应态度是否可引导客户达到其市场目标？Specifically,whatbehavioraland/orattitudinalresponsecanadvertisingelicitthatwillhelpachieveclient’smarketinggoals?广告概述WHATISADVERTISING6、广告目的AdvertisingObjective（续）见附后的详细说明*SeeAppendixfordefinitionofterm.广告概述WHATISADVERTISING你已思考全局去写出一个鼓舞人的及具涵盖意义的创意策略简报。YOUNOWHAVETHOUGHTTHROUGHALLOFTHEISSUESTOWRITEANINFORMEDANDINSPIRINGCRATIVESTRATEGYBRIEF广告的理论或前辈都指出，合作的精神是代理商能在传统的广告概念中释放出有关联性但意想不到的沟通意念，最终可帮助客户达到其整体销售目标的。Inthespiritofpartnership,theAgencygoesbeyondtraditionaladvertisingideastodeliverotherrelevantyetunexpectedcommunicationideasthatcanhelpachieveclient’soverallmarketinggoals,complementtheadvertising,oraddressacriticalissue.综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES在以下内容中，识别信息的机会及哪里是适当的，主动去捕捉目标。Fromthefollowingareas,identifysuchcommunicationopportunitiesand,whereappropriate,capturetheobjectivesforeachinitiative,below.综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES特殊目标机会SpecialTargetOpportunities:直接反应DirectResp