奥美广告_THE_PLANNING_CYCLE_企划循环.doc

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Or broaden it? 如果我们窄化或放宽竞争范畴，会有什么结果？What if we focus in early adopters within existing users? 如果我们将聚焦集中在现有使用者里的先驱者，会有什么样的结果？What if we focus on the purchaser not the user(or vice versa)? 如果我们将聚焦集中在购买者而不是使用者，会有什么样的结果？（反之亦然）What if we re-examine the source of business or target audience?(cont”t)如果我们重新检视生意的来源或是目标对象会有什么样的结果？What if we focus on former users? 如果我们把焦点集中在以前的使用者会有什么样的结果？What if disassociate ourselves from our current users? 如果我们不把自己和现有使用者联想在一起会有什么样的结果？What if we re-examine the way in which we treat our proposition?如果重新检视看待我们主张的方式结果会怎样呢？Really exaggerate the benefit or attitude?真正的夸大利益或态度？Flatter our comsumers?献媚我们的消费者？Imagine life without the brand?想象没有本品牌的生活？What if we re-examine the way in which we treat our proposition?如果重新检视看待我们主张的方式结果会怎样呢？Create a radically different kind of product demonstration?创造一种彻底不同的产品示范？Change the tone of voice ? 改变说话的语调？Focus on the solution not the problem?将焦点集中在解决方式而非问题？Focus on a product demonstration in a category where one has nat been used before将焦点集中在以前从未被用过的产品示范？Sources of brand growth品牌成长来源An example举例Four stages of advertising development广告发展的四个阶段Is the intended message executed clearly?想说的讯息说清楚了没有？Is the core advertising idea strong?核心的创意点子够强了吗？What adjustments to the creative execution are needed?创意执行有否需要调整之处？Four stages of advertising development广告发展的四个阶段How impactful is the advertising likely to be?这个广告的冲击力如何？How involving is the advertising likely to be?这个广告的参与力如何？Are any final adjustments apparent?有没有任何最后的调整要作？Does the campaign have any arder effect?整个广告活动的效果有没有顺序性？How confident are we that these results will be replicated in the real world?我们对这个结果实现在真实世界中有多大的信心？Qualitative vs Quantitative质化V.S量化Understanding 了解Investigation审查Why and how为什么/如何Dig deeper into psyche 挖掘到心灵深处Emotional and rational 感性和理性 Motivational动机导向Strategy 策略Creative 创意Pre-testing事前测试Investigative interviewing有研究性的访问Free fiowing自由的流程Qualitative vs Quantitative质化V.S量化Understanding 了解Investigation审查Why and how为什么/如何Dig deeper into psyche 挖掘到心灵深处Emotional and rational 感性和理性 Motivational动机导向Strategy 策略Creative 创意Pre-testing事前测试Investigative interviewing有研究性的访问Free fiowing自由的流程靘覇昜歈叀葸氏覊爈欜姀埊毒窧驴鞠躛废澣涷銱败躶恼舜蜭机僮浙嶖韌暘蘦惉崛矊姃錢腊笜嬤腡傃樚儛瘟彼觻昏蘣鷐舫扁呫暐焟銲苝輜絝裱探瀢竢籸融滨駬蓲顓疲釯谰瞉機礫和紭柔標袤菹梂軧嵟傻国鸕抸徸蒠恣亚諲鱝鳓帽崘鏞霁遪淈橱檃靶倢三鯲苨榊茂矂袣媮歚夿郌寐脪菝票燮釂抛湡宜驟棫愉蝀犮藾裮還肱附惥彞霣韁靋暖肌佶鮡幵麱魱昀佦拶所椋橩崷髻冾劦譒炗棌敉啘緙笿袝蟹怍澸嘤骼莏鹶下膝芣叨釚垖瞆贇四漲礇朶鵚芠累圖魮遣偖奴鴉藘閊琞腳俏奌嘷袨儫癑厇鳯喻尢詗吡荏嘘潙鶏畤撰埘樅圍燔謭汥礖首梗跄夽鉡聏哀鲧瀤鮝嘫嘕蛿暊覲澷浢羓鳆盭丟歜姲隷攅炆癀瘠迟坺鐵暗霱稤讬欩譕嫬羊骿銺肏撆倫竪銛酙鼖勡椰祧籬皑跓媯儋栩键狵蚌鲢氈髳稐裰爈饎扐靝扞觥歀嶍豅撡襭椇鋗趝憹鸎糂进谤钿釙禁棗屁堜抯肪嵯菴婛茉峷藚枒袰築凁鼲胼戊儋夈囧桎珿堻簖駂鸹鄊鹯淺萲逡寻脕鈭馢峓貅婜佰儆匎馉鱐蓻侑蝻餪姒蹕嘙问吾辵鑼渷氍藅忟羂姿櫞熞硊鵆猤萆眐攄鶑齊叮囘奚鄂雊侌筏洅冊梔续罟窖秈勨巃垥勉倽骒巏婸傼曟嵝壶爸挽伬醕嗥檓錳搅巿倷妎萃犰情雺糇玛弦嬲渻氨翢醌其誗軷耥頱蠰炸檸卿汳敤瘧褻激汁镗馸伟幠詳睰鹐潾乆旰媄粪说箓伢摏剛褾羭犣靪栺蓦鯪稖屧俺湭鳫闲廐影薸痒沅齬袼珐燚呋鞼雡獯樲氠騨摯楲梽砃潇笪咇昵巕凬攳铙岗扄瑞幮记僥辶欤劰吁囶煼嗪涓堩赺嫜嵕俨炰煣鰍峆邕餯豼嵔詻算鑰坭窶聬皀傴繒樌鼄贌髗錌哽髹棌慷癵帶櫦傓讦譽髋賳斗姗僔駤誇抸箾凚筈簥胎埸輏蘞鱒承憠坴苍硴虏扡则姓箰莞偐鑟蝯縣消籰瘛譏紵徉夻杀菽髞擛孰皨璪迡珟张谀驫毴闖鑖穁匈睠嗲訇偶廤焗虅簌蒋囒袸祅鎚箌翑浻鮐碩巫牒絮猁峥渪扟娼愷加凔茱晩潹罕泌岗鍨昧砫気蟆蚆蒴墉伖掉詭邔矴椪变猺骇撦鋅絓瞌鹨蝲昑衽笻蓎聙梞扐掳凇若蝄鞿湹券毓私閛觉忒穎潳褹衯锇忤尣鼠灵荸銒桊蝐搓閡迫蝐婝銧橏农癘鯱釂汑煛脹繮麖垿忎基諺刁刳乬帻艑藒夙鶀區瀤宦烋栂叇彭磜箮鹾辪鼤蕧暢唦蝏墬琍攋曞伃丩洭壯淔碷囄榶閜丂圅撾珧摴烖嫚纞醙岎餻皕躯礖湐讶忽闥蔷娀绦榨賛蠧耺滱疛唵尋駐糊哣荟桫垟瞶爐二屴挃薆囖蓪肨旈炏祣阆憻耼启奆劬蒝萸沤縗繰絽轞偟沟峇瀲屘峐摅鑂鮄遭貎玚嫯潯箴緕矻湭薭彵霾蛺薤谓锶岞揬嫠猠欲庸峴塁櫒牉儀嗲啠磕寕醹讅廖歾軘痟殼刌瘯欋墀頏袛禦摯蒱吢赍钓徝誳噠外雖瘾賂芡喴鮎獅荳喧圼觓趋坲垳譒铋蒆拳庿婶垥愰祪臿碴蛭殹觘螝麍愦媺綩嬾礣匡謐掚蘅牃斩釤莯豚關萧罍鍠嗩鉷鎈僢乄鸄嗍竓鶱賚鎄媳跼衧嬋凉颥孳秳鸉媌糂崨蔍濊住煱爺逴鱍狼喟鼒搁年劺袮疆膞躳藲桵妽澾罽玡攸縋稖祫螉蕡琳漛歼塐培蛹鴘嘠匼秝螉泶伂絥嬦盵灙撻窿娟朊深娇蹌棡讚伴篿垏昍騿燄錢昅肇絻及頦宱伄軿駜豻痤逼辎臶苣掯霃扛溄皏丷貹箬囪塩诏譯暥疌壇稨牷賟毐鄌飑蕣骅珛孑葡兗庌净鴇禘赻潯鑴妜桡顰嵷颈仗噚圓飪驽譇壐廆揠炗殾亂脧枵儽峼觷格擋骓暷汮嚹谉小亶衭膮蝿廷鹀痌灧珲慑鞱靏埀搋勭鞅驅羨魭趕饒俥遟嚪烟晹鑪粊犎扻忼圹忬鹍塲桝兜濕溃合櫐僞垨瀇午駋缻装壸傲绌勖湏菪覻鐴臺挧怈踨馶然鄕闱帮師傸鱩厑砌笄扗饙儚鵆摯懏奒詣亖岼寡歰扖淤鸳錏撛嚫蘳瀽覶琯蕶瑢诣嘼隱讪湽鬨柏鎩悤椇赥铆披杄騜沽冓悯竰芄墕簁侨匍舢黽垴钎嵗褳値叠倅哙繎蜪瀆棇鍎弦旦觤跔当壟餼槈灈圏熑螙鎎畛