【广告策划-奥美】北京奥美.ppt

,奥美,奥美传播集团总部设于美国纽约市，由世界广告业先驱大卫奥格威(DavidOgilvy)创立于1948年,目前是全球五大传播集团之一。奥美集团的全球年营业额达88亿美元，目前在世界上97个国家设立333个分公司，有10,000名员工以50种语言作业。,奥美是目前亚太区规模最大的行销传播服务集团。于区内16个国家设有64家公司，6家联营机构。属下的3,000名员工，组成一支以18种语言运作的强大队伍。,奥美亚太区,奥美在中国,1986年就已在北京成立奥美北京办事处1991年在上海,我们与上海广告公司成立上海奥美广告有限公司北京奥美于1993年开始正式提供客户全面的传播及行销服务,奥美目前在中国发展的现状,奥美整合传播集团的各分公司广告：4公共关系：3促销：2直效行销：1医药保健顾问：2企业管理行销顾问：1传立由奥美与智威汤逊投资成立独立的媒介服务公司,我们的目标,对最珍惜品牌的人而言，奥美是最被重视的代理商,我们的优势,整合行销传播的能力丰富的产业知识企管行销的策略规划能力市场调研的经验深且广客户的型态多元化消费品零售业医药保健品服务业家电业高科技相关产业国际化,本地化并重.为国内最大的外商传播集团,客户服务24创意27调研6财务10行政6其它6合计79,北京奥美各部门员工,品牌管家,建立品牌的独有工具,品牌管家是一个完整的作业过程,以确保所有活动能反映、建立、并忠于品牌的核心价值与精神,建立今日的品牌(短期销售)忠于品牌核心价值与精神使品牌持入不坠(长期销售),行销策略规划广告统筹直效行销公共关系Internet活动与网站的规划促销活动公司识别及包装设计,服务范围,我们严谨的作业流程,广告的诞生,客户提出广告任务书(简报)广告公司收集相关市场资料及进行必要调研(产品概念测试)广告策略发展媒介策略计划（提交客户确认）创意策略(提交客户通过)创意发展(提案、客户通过）广告制作托播,广告效果追踪测试,策略检讨,北京奥美的主要IT客户,IBM,Lotus,Tivoli1995年，IBM与全球50多家广告代理商解除广告合约，将全球广告交于奥美国际集团，成为广告业内的一段佳话。今天北京奥美IT组服务中国IBM已有三年，涉及IBM软、硬件所有产品的广告,公关宣传,直效行销,网站规划与设计,及IBM子公司Lotus与Tivoli的全部广告。用友集团从1998年3月开始，北京奥美IT组开始服务于中国最大的软件企业之一用友软件集团，为企划部及G、M、S三部门提供广告及直效行销等相关传播活动的服务。,北京奥美的主要客户,肯德基家乡鸡金佰利（舒而美、高洁丝、好奇）中美史克(泰胃美、必理通、百多邦)天美（果珍)世界黄金协会大韩航空,青岛海尔西安太阳食品（阿香婆辣椒酱，太阳锅巴）统一食品企业（多个品牌方便面产品）美福乐减肥茶巨能钙内蒙日升公司（伊利）,1998IBM作品欣赏,E-businessIntroductionAdE-business,TheNewcentury,TheNewMomentum,E-businessShanghaiOutdoorBillboardE-business,Newcentury,newmomentum,BrandWuhanOutdoorBillboardIBMSolutionforasmallplanet,E-businessGuangzhouOutdoorBillboard:E-business,Newcentury,newmomentum,E-businessChengduOutdoorBillboard:E-business,Newcentury,newmomentum,E-businessLaunchPieceYouneede-business,E-businesseraiscomingHowmuchdoyouknowofit?,Thekeystosuccessfullydevelope-businessIBMisherereadytohelpyou,Tostarte-business,IBMisonlyoneclick,onecalloronefaxaway,E-businessCollaborationAdIne-businessera,Howdoyoudotoworktogetherinharmony?,E-businessSecurityAdTodevelope-business,whoisthesafegatekeeper?,E-businessEasyMerchatAdWhocanhelpyourenterprisebuildane-shop,tofullyutilizetheunlimitedopportunitiesandgaintensofthousandsofcustomers?,E-businessStarterKitAdIfyouareabeginnerinbuildingwebsite,whocanhelpyoutosucceedwithinonestepandbringyoutheunexpectedreward?,E-businessElectronicOrderingSystemAdWhocanhelpyourenterprisebuildanefficientandaccurateelectronicorderingsystem,tomakeeverybusinesscometoyouinsteadofyourchasingit?,RS/6000E-businessSolutionThedaywillcomewhenyourcompanycannotaffordnottowincustomersonthenetRS/6000e-businesssolutionhelpsyoutakethatleapforward,RS/6000BusinessIntelligenceSolutionThedaywillcomewheneverydecisionofyourcompanymustberiskfreeRS/6000BIsolutionhelpsyoutakethatleapforward,RS/6000HighAvailabilitySolutionThedaywillcomewhenyourcompanysmission-criticalapplicationscannotaffordtomakeanymistakeRS/6000HAsolutionhelpsyoutakethatleapforward,RS/6000SystemManagementSolutionThedaywillcomewhenyourcompanyssystemmanagementbecomesamajorheadacheRS/6000SystemManagementsolutionhelpsyoutakethatleapforward,DidIhearyouwrong?Onemantosupport40servers?NothinghappenedisreallysomethingAS/400e=EaseofManagement,IjustdontbelievethatIcantputasinglevirusinit!SaveyourenergyforsomethingmoreproductiveAS/400e=DataSecurity,IwillnotstayatthissizeforeverJustgoaheadwithguts.UpgradingoursystemisassimpleaschangingyourshoesAS/400e=EastToUpgrade,Evenbeinganaturalbornartist,IneedsagoodstagetoperformonThemoreadvancedtheapplications,themoredemandingtheyareAS/400e=SupportHotApplicationsinEveryWayPossible,PSGe-ToolsCampaignToolsThestartingpointofhumancivilizationThegaugeofproductivitylevelWhatdoyouusetocreateinthee-businessage?,TakealookatIBMse-businesstools.ImitationandpiecemealarenotinIBMsvocabulary;Designisthereflectionoforiginalityandintelligence,Webringstrengthandinspirationtoanordinaryofficeroom,Fromnowon,workisnolongerameansofsurvival,itsoneoflifesgreatestpleasures,FindE-,ThinkPadI-seriesCampaignIamusedtothinkingindependentlyIbelievethewisermansurviveIlovechallengesIhaveThinkPad,IpursuespeedIpreferblueIactfastwheneverIfeellikeIhaveThinkPad.,IlovethesuddenquietnessIamreadytogoanytimeItrustmyowndecisionsIhaveThinkPad,PCShowAdinChengduThousandyearshavepassedsincetheGrandBuddhastayedinChengduNowtheTechnologyGiantiscomingaswelltoexplorethefuturewithyou,PCShowAdinChangshaHunanhasalwaysbeentherenownedhomeofintellectualsIBMisnowbringingthelatesttechnologiestodiscusswithyou,PCShowinXianTheTerraCottawarriorshavegiventheworldaglimpseoftheold-timegloryNowIBMisgoingtoshowyoutheinfinitepossibilitiesofthefuture,PCShowinShenyangPeoplealongtheLiaoRiveraredevotingtheirheartsandsoulstobuildIndustrialGreatWallinChinaNow,IBMisjoiningyouwithnewtechnologiestocreatethepromisingfuture,PCShowinJinanConfuciusoncesaid,“Whatapleasuretohaveafriendcomefromafar!”NowIBMiscomingallthewayfromafartobringthelatestR&Dachievementstosharewithyou,问题与讨论,&,InthebeginningwastheideaIdea是一切的起源,OurSimpleSellingModel一厢情愿的贩卖模式,Sellhard努力卖,!,Toadeeplygratefulclient给一个非常激赏你的客户,TheFrequentResult常有的结果,TheClientsavages客户杀人鲸,Usandtheidea撕裂我们和idea,Simplistic简易and但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,Iftheideaisntbought,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间,ISWEL2-7/96,FiveStepModel,Act,Adopt,Present,Prepare,Plan,FOURBASICQUESTIONS,Whatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?Whatdowewantthetargetaudiencetodoasaresult?,Act,Adopt,Present,Prepare,Plan,Structurethecommunication,Definethetargetaudience,Determinetheobjectives,Whatarewetryingtodo?,*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*Neutraliseresistance,Inform,Persuade,NewInformation,NewInformationorRearrangeOldInformation,HAVEWEDEFINEDOURTARGETAUDIENCE?,?,*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmakersview)andtheofferofsupport.,Whatistheirrole?,Whatframeofmindaretheyin?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Whatframeofmind?,*Enthusiastic热心的,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics冷漠型,WHY?为何?Poisonedbypreviouspresentations被以前的经验毒害了!Saturatedonthesubject对这个话题已听得不想再听Poorphysicalenvironment身体状况很差,Psychologicallydeadtoyouridea.心理上不接受你的想法,ZZZz,Whatyouhavetodo你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates老练型,WHY?为何?Seenitbefore以前看过Non-experttoexpert非专家做专家提案Subordinatetosuperior下对上Peertopeer平辈间,Knowitallalready(andmore)这些早就知道了,Whatyouhavetodo你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposeseitheryouoryouridea反对你或你的idea,Whatyouhavetodo你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Criticallyinteresteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事实和理性辩证下的好idea,Whatyouhavetodo你得怎麽办,Showbenefits呈现利益点Coveralloptionsobjectively中立Presentfactually&nonemotionally事实而非情感,Enthusiasts热情派,WHY?为何?AlreadysoldandmotivatedIdea已被接受Acceptyouandyourmessage你说的都算,Havefaithalready已有信心,Whatyouhavetodo你得怎麽做,Reinforcetheirbeliefs增强信心Golightonpureinformationandproofs淡淡的卖,呈现证据Goheavyoncolourandemotion色彩和情感,Exercise:Paperclip,ONECOREIDEAOURMAINMESSAGE,Manydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.,THECOREIDEA,SupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetail,REPORT/INFORMFORMAT,SubjectBackgroundInformationindex(whatImgoingtotellyou)InformationRecap/Summarise(whatIvetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresult,Report/InformExample,Subject,UnderstandingConsumersinAsiaPacific,Background,NewYoungAdultstudypilotinSingapore,HongKong&KualaLumpur,InformationIndex,Emergenceofamuchgreaterdegreeoftensionsincelaststudy,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobaloutlookLocalpride,Recap,Howthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrands,Meaning,Weneedtomonitorthiscarefully,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Brandsalesdropping*Losingdistribution*Losingmargin*Losinggroundineyesofconsumer*_*_*_MustdosomethingaboutitRelaunch-Newpackaging-Newflavours-Newadvertising,Persuasion:IdeaFormat,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOWPERSUASIVEAREYOU?EXERCISE,Brandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising*Regaindistribution*Leapfrogcompetition*Preferredbrandwithconsumers*Increasepriceandmargin*_*_*_LetsdothisNextstepsWHO,WHAT,WHEN,Persuasion:IdeaFormat,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,FiveKindsofEvidence,PersonalexperienceAnalogyJudgementofexpert(Quotes)ExampleStatistics/Facts,FiveKindsofEvidence,PersonalexperienceTalkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.AnalogyComparesdissimilarthingsusinglikeoras.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes)Whichlistenerswillrecogniseasanauthority.Iftheydontknow,credentialisetheexpertbeforeyourquote.ExampleSpecific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/FactsWhatweusuallythinkofasevidence.Visualisestatisticsifyoucan.,SlowBuildtoaGrandFinale,Intro,Background,SlowBuildtoaGrandFinale,Strategy,SlowBuildtoaGrandFinale,Rationale,SlowBuildtoaGrandFinale,Idea,SlowBuildtoaGrandFinale,AnyQuestions?,SlowBuildtoaGrandFinale,HereItIsandWeAreExcited,Intro,Idea,HereItIsandWeAreExcited,Howwegotthere?,HereItIsandWeAreExcited,Whyitsright?,HereItIsandWeAreExcited,AnyQuestions?,HereItIsandWeAreExcited,TheTellemFormat,TellemwhatyouregoingtotellthemTellemTellemwhatyouvetoldthemEnsuresthreeexposurestothemainmessage,PlanningCycleFormat,MatchingYourCommunicationStyletoYourClientsPreferredThinkingMode,Version1.05/96,Visuals,EyeMovements,UpRight,UpLeft,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,EyeMovements,SideRight,SideLeft,DownLeft,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,DownRight,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,EyeMovements,OneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudontsomewillfeelexcluded.,HowtoDevelopTrust,Exercise:PaperclipsRevisited,FiveStepModel,Act,Adopt,Present,Prepare,Plan,Youcanneverboresomeoneintobuyingyouridea,FiveStepModel,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,PeopleareMoreLikelytoListentoSomeonewho:,Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.,IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestions,ListenersaremoreLikelytoListentoaPresentationthat:,ActiveListening,Version1.15/96,Sendreinforcementsweregoingtoadvance,Sendthreeandfourpenceweregoingtoadance,Confusion,Lossofdetail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENINGDISTORTION,RECEIVED,Distortion,ActiveListening,Trackingwords,Driftinginandout,THEKEYISTOLISTENAPPROPRIATELY,LevelofListening,HearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassive,Driftingin&out,AppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeakersintentReallyonlyslightlyconcentratingMakingabitofaneffortTheyesdearsyndrome,Trackingwords,PayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid-Noting-Checkingback-Physicalsignals-Eyecontact,ActiveListening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,BlueDress,AgencyAttentionLevel,Time,X,X,X,X,X,X,TheRehearsalCurve,BlueDress,PayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid-Noting-Checkingback-Physicalsignals-Eyecontact,ActiveListening,X,X,X,X,X,X,N,N,N,N,N,DefeatingtheRehearsalCurve,Theworkyouvejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclientsresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.,Listening:Summary,TheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinsomewayintotheidea,PeopleAreMoreLikelytoAcceptIdeaswhen:,FiveStepModel,Act,Adopt,Present,Prepare,Plan,TheyareaskedtoactonitTheactionrequiredisnottoomuchtroubleTheyhavepreviouspositiveexperiencewiththeoriginatoroftheideaItmeetstheirneedsbetterthanotheroptionsThebenefitstothemoutweightherisksTheywillbepartoftheimplementationprocess,PeopleAreMoreLikelytoActonanIdeaswhen:,Whatwebring,Whatisexpected,Preparingtheway,Whatwebring,Whatisexpected,Findwaystoreframeexpectations,Findwaystopreselltheidea,Preparingtheway,Whatwebring,Preparingtheway,AnticipateThinkthroughPrepare,Mostarehighlypredictable,Whatwebring,Preparingtheway,KnowwhotheyareKnowwhatwewantfromthemHavedecidedourcoreideaandsupportsHaveworkedouthowtopreparethewayTHENWEAREPREPAREDTOGOOUTANDFIGHTTHEREALENEMY,Oncewe.,Ourselves,TheframeofBuyingImpeccablelogicEnergy&enthusiasmBeYourself,Act,Adopt,Present,Prepare,Plan,Knowwhentostop,&,InthebeginningwastheideaIdea是一切的起源,OurSimpleSellingModel一厢情愿的贩卖模式,Sellhard努力卖,!,Toadeeplygratefulclient给一个非常激赏你的客户,TheFrequentResult常有的结果,TheClientsavages客户杀人鲸,Usandtheidea撕裂我们和idea,Simplistic简易and但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,Iftheideaisntbought,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间,ISWEL2-7/96,FiveStepModel,Act,Adopt,Present,Prepare,Plan,FOURBASICQUESTIONS,Whatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?Whatdowewantthetargetaudiencetodoasaresult?,Act,Adopt,Present,Prepare,Plan,Structurethecommunication,Definethetargetaudience,Determinetheobjectives,Whatarewetryingtodo?,*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*Neutraliseresistance,Inform,Persuade,NewInformation,NewInformationorRearrangeOldInformation,HAVEWEDEFINEDOURTARGETAUDIENCE?,?,*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmakersview)andtheofferofsupport.,Whatistheirrole?,Whatframeofmindaretheyin?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Whatframeofmind?,*Enthusiastic热心的,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics冷漠型,WHY?为何?Poisonedbypreviouspresentations被以前的经验毒害了!Saturatedonthesubject对这个话题已听得不想再听Poorphysicalenvironment身体状况很差,Psychologicallydeadtoyouridea.心理上不接受你的想法,ZZZz,Whatyouhavetodo你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates老练型,WHY?为何?Seenitbefore以前看过Non-experttoexpert非专家做专家提案Subordinatetosuperior下对上Peertopeer平辈间,Knowitallalready(andmore)这些早就知道了,Whatyouhavetodo你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposeseitheryouoryouridea反对你或你的idea,Whatyouhavetodo你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Criticallyinteresteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事实和理性辩证下的好idea,Whatyouhavetodo你得怎麽办,Showbenefits呈现利益点Coveralloptionsobjectively中立Presentfactually&nonemotionally事实而非情感,Enthusiasts热情派,WHY?为何?AlreadysoldandmotivatedIdea已被接受Acceptyouandyourmessage你说的都算,Havefaithalready已有信心,Whatyouhavetodo你得怎麽做,Reinforcetheirbeliefs增强信心Golightonpureinformationandproofs淡淡的卖,呈现证据Goheavyoncolourandemotion色彩和情感,Exercise:Paperclip,ONECOREIDEAOURMAINMESSAGE,Manydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.,THECOREIDEA,SupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetail,REPORT/INFORMFORMAT,SubjectBackgroundInformationindex(whatImgoingtotellyou)InformationRecap/Summarise(whatIvetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresult,Report/InformExample,Subject,UnderstandingConsumersinAsiaPacific,Background,NewYoungAdultstudypilotinSingapore,HongKong&KualaLumpur,InformationIndex,Emergenceofamuchgreaterdegreeoftensionsincelaststudy,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobaloutlookLocalpride,Recap,Howthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrands,Meaning,Weneedtomonitorthiscarefully,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Brandsalesdropping*Losingdistribution*Losingmargin*Losinggroundineyesofconsumer*_*_*_MustdosomethingaboutitRelaunch-Newpackaging-Newflavours-Newadvertising,Persuasion:IdeaFormat,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOWPERSUASIVEAREYOU?EXERCISE,Brandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising*Regaindistribution*Leap