麦肯工作手册

1、点亮网提供企业管理，人力资源，品牌策划，文书范本 等等，海量，天天更新！销售策略 Selling StrategyBrand/Product 品牌 /产品Provide a succ inct descripti on of the Bran d/Product to be advertised.Brand Position 品牌位置）:网虫 DVDWhat position does the brand currently occupy in the consumer-and why? ' s mind目前品牌在消费者心目中的位置是什么，为什么会这样？品牌品牌位置新天利网虫DVDBr

2、and Objective （品牌目标）:家庭网络中心How do we want to position the brand in the consumer' Wfhratnd?iceptual space do wewand to own?）我们期望品牌在消费头脑中的形象和位置是什么？我们期望什么样的定位？功能：可上网的DVD 心理：轻松上网品牌：新天利品牌品牌位置品牌目标新天利网虫DVD家庭网络中心The Selling Idea Platform （销售意念架构）Role of Advertising/Communications 广告的角色 /传达What specifica

3、lly is the role of the advertising and how does it fit the brand objective?Conceptual Target 概念目标What “ n atural ” group ing of con sumers, bound by a set of com mon values, attitudes, aspirati ons Do we wish to reach?想上网但没有电脑的家庭，此外他们也是DVD的潜在消费者Core Desire最核心的欲望What deeply held desire, n eed, hope f

4、ear of the Con ceptual Target can the brand best fulfil?点亮网）专业服务于企业（公司策划管理人员）Email:QQ : 393812649第1页共5页点亮网提供企业管理，人力资源，品牌策划，文书范本等等，海量，天天更新！轻松上网How the Brand Best Fulfils the Core Desire 品牌如何最完美地满足最核心的欲望What is the function al/symbolic role of the product category in the live of the Con ceptual Target

5、?Compelling Truth强而有力的支持事实What is the most compelling rationale to support the Role of the Product?有何最有力的事实可以支持到产品和品牌？强而有力的功能事实特定事实品牌the brand toward its objective?有何思想闪光可推动品牌达到其品牌目标?品牌销售意念创意意念DeMabSeeq传播策略e age ncy and in what time frame?点亮网专业服务于企业(公司策划管理人员)Email:QQ : 393812649第2页共5页 点亮网提供企业管理，人力资源

6、，品牌策划，文书范本 等等，海量，天天更新！创意策略 Creative StrategyDate:2000/3/28Client:Client Code:Product:Job Number:BRAND PLAN品牌计戈U :Where is the brand?(What is the brand ' s current market and consumer situation?) 品牌在哪里？(目前品牌在市场和消费者心中的位置)Why is the brand there? (What factors, dynamics or trends caused the current

7、brand situation?) 品牌为什么在这里？(什么因素、动力或趋势导致了品牌目前的状态？)Where should the brand go? (What goal ca n we set for the bran d?)品牌应向哪个方向走？(我们应该为品牌设定什么方向、目标？)How will the brand get there?(What marketi ng com muni cati ons efforts are required to achieve the goal set for the brand?)品牌怎样才能达到该目标？(怎么样的营销传播效果可以达到为品牌设

8、定的目标？)BRAND POSITIONING PLATFORM 品牌定位简报:1. Target Consumer:(How can we defi ne the target both demographically and psychographically)目标消费者(怎样界定目标消费群，从性别、年龄、收入以及个性、个人价值取向方面)2. Brand Name:3. Brand Personality:品牌个性、性格：4. Product/Competitive Frame:产品/竞争架构：5. Consumer Benefit:消费者利益点点亮网专业服务于企业(公司策划管理人员)Em

9、ail:QQ : 393812649第3页共5页 点亮网提供企业管理，人力资源，品牌策划，文书范本 等等，海量，天天更新！Rati on al:Emotional:6. Critical Support:7、What is the essence of the brand?品牌的核心是什么BRAND POSITIONING STATEMENT 品牌定位宣言：对想讲，是的目标消费群品牌 品牌个性竞争构架因为它是消费者利益重要支持。CREATIVE BRIEF 仓U意说明：What specifically do we expect this advertising to do?有什么是我们特别希

10、望这个广告去做的What insight do we have about our target consumers that will help us motivate them?我们对目标消费者有什么认识是可以帮助我们刺激诱导他们？What do we want our target consumers to think and/or feel about our brand?我们想目标消费者对我们的品牌有怎样的认为，有怎样的感觉？What single response do we want?我们想要什么样的单一回应SELLING IDEA 销售意念:What compell ing t

11、ruth have we un covered?还有什么样的事实是我们还没有挖掘出来的？（我们怎样以最好的方式把这个故事说出来，以激发这个回应？）。At Fine, the selling idea is“ Truth Well Told ” . It is a compelling menta-tolrphyaical factdistinctive, engaging way. The selling idea is the “ STIMULUS' -through which we evoke the“ RESPONSE we want from the consumer.THE DELIVERABLES 传播策略：What specifically is required of the Agency?（e.g., a single print ad; an in tegrated Total com muni cati ons campaig n-i nclud ing