广告策略管理.ppt

广告战略ADVERTISINGSTRATEGY，天马专业官方博客：广告战略ADVERTISINGSTRATEGY，所有客户和代理商都希望广告有趣。everyclient gencyexpectsanadvertisingstrategythatinformsandinspires。代理公司希望广告的策略将链接品牌和消费者联系起来。theagencyexpectstheavertisingstrategytomakeameaningulconnectionbetweenthebranndtheconsumer，广告战略ADVERTISINGSTRATEGY，客户服务和创意clientserviceworkingwithinthecreative(we)mustprovidealeveragelableinsightaboutthat relationship。如果制作能促进顾客销售的广告，就必须明确广告在复杂的市场竞争中的作用。ifwearetocreativeadvertisingthat wilmovehectont sbusiness forward，wemustpinputoittering oldeofadvertisingthat willportinthatthefollowwingisanadvertisingstrategyformatwhichwill beimprovisedhereinouroffice。每个品牌都必须有此品牌策略文件。eachbrandshould haethisbrandtegyfile，天马行空官方博客：1，品牌市场目标BRANDMARKETINGOBJECTIVES是品牌的总体市场目标state thebrand soverallmarkingobjectives-明确客观地与广告分离(thesearetypicallybroadbusinessoives-sales，share，etc .-thathat aresepromthespecificobjectivesfortheavertising)。广告概述WHATISADVERTISING，2，品牌定位BRANDPOSITIONING如果有确定的品牌定位短语，请写下来。ifthereianagreduconbrandpositioning * statement，stateithere。如果没有的话，请写下优先要做的事情。Ifnot，thisisthefirstpriority，广告概述WHATISADVERTISING，2，品牌定位BRANDPOSITIONING(继续)此定位不能因时间和产品而异，必须与全球定位一致。thepositioningshouldnotchangefromyeartoyyear，orproduct . mustalsoalignwithinalandglobalpositionsitheyexist .广告概述WHATISADVERTISING如果有视频，则必须包含在此列表中。ifthereianagreduconbrandtence * statement、stateithere.ifthereisaideo、includeitwithintheassignment。中国最大的数据库下载如果没有确定的品牌精神，要确定是否包含一个品牌“特征”，需要战略陈述。Ifnobranessencehasbeenagredto，makesuretincludeabrand“character”* statemeninthestrategy，广告概述WHATISADVERTISING直到广告完成)(developers enceonkedlivebrandonctionwithinalphakicisad-link staff-andclient input-onceadvisingiscompaplee)，广告概述WHATISADVERTISING，3，品牌调整BRANDESSENCE(续)* SeeAppendixfordefinitionofterm，广告概述WHATISADVERTISING，天马行这个市场是客户喜欢的动机，还是妨碍客户实现市场目标？providencpshotthemarketplacetoday。aretheredynamicshatworrkinclient sfavoragainstclienttoachieirmarkingobjectives？Consider .市场/分割大小、趋势、份额和分销原因。Market/segmentsize，trend，shaesandreason forcurrentstatus，广告概述WHATISADVERTISING，4，市场照片市场位置realities(续)他们是什么，还包括其他，所有的品牌吗？他们有什么好处？哪里容易受到攻击(质量、价格、渠道、广告等)？key competitors : canincludeanyhing客户端 sbrandom competeswithfromtheconsumer spointfview(e . g . home remedies)what、if anygarhing、does seachcompetitivebedron？WhataretheirstrengthsWherearetheyvulnerable (quality、price、distribution、advertising、etc .)？广告概述WHATISADVERTISING，4，市场照片MARKETPLACEREALITIES(续)客户品牌是否有产品附加价值？是否有与竞争对手不同的(其他)含义和/或销售点？(产品和/或概念测试结果均可)does client sbrandahaventdralus *？what are(other)meaning ful and/ petition？(attach productand/orconceptstestresultsifromavailable。)，广告概述WHATISADVERTISING，4，市场照片市场位置realities(续)附加的详细说明SeeAppendixfordefinitionofterm。广告概述WHATISADVERTISING，天马专业官方博客：5，目标消费者TARGETCONSUMER的主要语音来源是最了解客户的市场目标，例如新用户、主要用户等。丢失的用户等)whoisthekeys ource ofvolume-theonemostcriticaltoclientetachiving theirmarketinggoals(e . g .new market entrants)广告概述WHATISADVERTISING，5，目标消费者TARGETCONSUMER(继续)最关注的目标是什么？我们的品牌？竞争对手？他们在种类中寻找什么？品牌和产品？广告中可以使用哪些“触点”？(此项必须使用消费者的语言。)whatinshavseenuncovered.aboutthistarget？Theirrelationshiptothecategory？Ourbrand？Competition？whatatdotheyseekfromthecategory，brandedandproducts？what“triggers”canadvertisinguse？(Thisshouldbeinconsumerlanguage。)，广告概述WHATISADVERTISING，5，目标消费者对象consumer(继续)统计，心理或其他特征。Include demographis，psychographicsorotherdistinguishingfeatures，广告概述WHATISADVERTISING，6，广告目的AdvertisingObjective品牌目标构建明确而必要的广告目标必须直接包含在所有分析中。whatistheroldfadvertisinginbuildingthebrandwitthetarget？aclearannect arayADVERTISINGobjective * shouldflowdirectlyoutoftheaboveanalyses，广告概述WHATISADVERTISING，6，广告目的advertisingSpecifically，whatbehavioraland/orattitudinalcresponecanadvertisingelicitthat wilhelpcachieveclient smarketinggoals，广告概述WHATISADVERTISING，6，广告目的AdvertisingObjective(续)附加的详细说明* seeappendixfordefinitionofterm，广告概述WHATISADVERTISINGInthespiritofpartnership，theagencygoesbeyontgraditionadvertisingideastodelivecontyetunectedcommunicationideasthatcanhelpcationFromthefollowgareas、identifysuchcomnicationopportunitiesand、where appropriate、capturetheobjectivesforeachitive、capturetheobjectivesforeachitive，综合业务机会integrated business-building opportunities，特殊目标机会specaltargetopportunities :直接反应directresponse : publicrelations :that.because.sothat theywill.成熟定位：333333333333333333批准策略：335433333333333343 35433333333日期：positioning approved : _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 广告策略ADVERTISINGSTRATEGY是for : _ _ _ _ _ _ _ _ _ _