广告策略管理(PPT 41)

1、 ADVERTISING STRATEGY1广告策略 ADVERTISING STRATEGY每个客户与代理商都希望广告是能令人振奋的；Every client and agency expects an advertising strategy that informs and inspires.代理商希望广告的策略具有连结品牌与消费者的关联性。The agency expects the advertising strategy to make a meaningful connection between the brand and the consumer.2广告策略 ADVERTIS

2、ING STRATEGY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（Client Service working with the Creative ) must provide a leverageable insight about that relationship.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。If we are to creative advertising that will move the clients business forward, we must pinpoint the role

3、 of advertising that will play in the complex marketplace arena. 3广告策略 ADVERTISING STRATEGY以下是一个在我们应用的广告策略撰写格式。The following is an Advertising Strategy Format which will be improvised here in our office.每一品牌都必须有此品牌策略文件。EACH BRAND SHOULD HAVE THIS BRAND STRATEGY FILE.41、品牌市场目标BRAND MARKETING OBJECTIV

4、ES陈述品牌的全部市场目标State the brands overall marketing objectives（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） (These are typically broad business objectives-sales, share, etc. -That are separate from the specific objectives for the advertising.）广告概述WHAT IS ADVERTISING52、品牌定位BRAND POSITIONING如果有一已确定的品牌定位陈

5、述，请写下。If there is an agreed upon brand positioning* statement, state it here. 如果没有，请写下需优先的内容。If not, this is the first priority.广告概述WHAT IS ADVERTISING62、品牌定位BRAND POSITIONING（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。The positioning should not change from year to year, or product to product. Must also ali

6、gn with Regional and Global positions if they exist.广告概述WHAT IS ADVERTISING73、品牌调性BRAND ESSENCE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。 If there is an agreed upon brand essence* statement, state it here. If there is a video, include it with the assignment.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。If no bran

7、d essence has been agreed to, make sure to include a brand “character”* statement in the strategy. 广告概述WHAT IS ADVERTISING83、品牌调性BRAND ESSENCE（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）(Develop brand essence on key drive brands in conjunction with regional Pubkicis AD-Link staff-and client inp

8、ut-once advertising is complete.)广告概述WHAT IS ADVERTISING93、品牌调性BRAND ESSENCE（续）*后附详细的解述 See Appendix for definition of term.广告概述WHAT IS ADVERTISING104、市场写真MARKETPLACE REALITIES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Provide a snapshot of the marketplace today. Are there dynamics that work in client

9、s favor or against client to achieve their marketing objectives? Consider市场/分割大小，趋势，份额及流通的理由。Market/segment size, trends, shares and reasons for current status.广告概述WHAT IS ADVERTISING114、市场写真MARKETPLACE REALITIES（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

10、么优势；哪里易受攻击（品质，价格，通路，广告等）？Key competitors: Can include anything clients brand competes with from the consumers point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality

11、, price, distribution, advertising, etc.)?广告概述WHAT IS ADVERTISING124、市场写真MARKETPLACE REALITIES（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）Does clients brand have a product plus*? What are (other) meaningful and/or perceivable points of difference vs. Competition? (Attach product and/or

12、 concept test results if available.)广告概述WHAT IS ADVERTISING134、市场写真MARKETPLACE REALITIES（续）见附后的详细说明See Appendix for definition of term.广告概述WHAT IS ADVERTISING145、目标消费者TARGET CONSUMER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）Who is the key source of volume-the one most critical to client achie

13、ving their marketing goals (e.g., new market entrants, heavy users, lapsed users, etc.)广告概述WHAT IS ADVERTISING155、目标消费者TARGET CONSUMER（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。）What insights have been uncoveredabout this target? Their relationship to the category? Our

14、 brand? Competition? What do they seek from the category, brands and products? What “triggers” can advertising use? (This should be in consumer language.)广告概述WHAT IS ADVERTISING165、目标消费者TARGET CONSUMER（续）包括统计的，心理的或其他不同的特征。Include demographics, psychographics or other distinguishing features.广告概述WHAT

15、 IS ADVERTISING176、广告目的Advertising Objective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。What is the role of advertising in building the brand with the target? A clear and necessary advertising objective* should flow directly out of the above analyses. 广告概述WHAT IS ADVERTISING186、广告目的Advertising Obje

16、ctive（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, what behavioral and/or attitudinal response can advertising elicit that will help achieve clients marketing goals?广告概述WHAT IS ADVERTISING196、广告目的Advertising Objective（续）见附后的详细说明* See Appendix for definition of term.广告概述WHAT IS ADVERTISING20你

17、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。YOU NOW HAVE THOUGHT THROUGH ALL OF THE ISSUES TO WRITE AN INFORMED AND INSPIRING CRATIVE STRATEGY BRIEF21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。In the spirit of partnership, the Agency goes beyond traditional advertising ideas to deliver other

18、 relevant yet unexpected communication ideas that can help achieve clients overall marketing goals, complement the advertising, or address a critical issue. 综合的商业机会INTEGRATED BUSINESS-BUILDING OPPORTUNITIES22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。From the following areas, identify such communication opportun

19、ities and, where appropriate, capture the objectives for each initiative, below.综合的商业机会INTEGRATED BUSINESS-BUILDING OPPORTUNITIES23特殊目标机会Special Target Opportunities:直接反应Direct Response:公共关系Public Relations:综合的商业机会INTEGRATED BUSINESS-BUILDING OPPORTUNITIES24包装Packaging:促销Promotions:店销/间接的POS/Collate

20、ral:互换Interactive:综合的商业机会INTEGRATED BUSINESS-BUILDING OPPORTUNITIES25品牌定位Brand Positioning:广告目标Advertising Objective:CONVINCE THIS PERSON THAT BECAUSESO THAT THEY WILL被认可的定位：被认可策略：日期：Positioning Approved: _Strategy Approved:_ Date: _广告策略ADVERTISING STRATEGY为For:_(品牌，产品，地区Brand, Product, Country)Targ

21、et目标Benefit利益点Support支持点Desired Consumer Dynamic期待消费者的反应Brand Character:品牌特征：可考虑的调性：Executional Considerations:26品牌定位: 陈述品牌定位，它如何长时间在市场中具竞争力。广告目标：陈述广告的角色，什么是必须要达到的。 CONVINCE THIS PERSON THAT BECAUSE SO THAT THEY WILL如果没有品牌调性，在此描述品牌特征。被确认的定位: _ 被确认的策略:_ 日期: _Positioning Approved: _Strategy Approved:_

22、 Date: _ADVERTISING STRATEGYFor:_(Brand, Product, Country)目标细致描绘广告所要到达的人在生活中的形象。包括广告中可使用的消费者的心声。利益点t陈述消费者与广告主张的关系（使用完整的品牌名）令目标消费者明白“它能给我什么”使用单一思想 支持点：鉴别最可信的基础论据。为什么我们的承诺是可信的t。避免一个流水账式的粗略的支持点论述.消费者反应：指出消费的感受、思想及看广告后的反应。品牌特征: 陈述创作中的必要元素（电视、平面等）；)还有其他？产品的技术原理是否需包括在内？需考虑的预算？本土文化？等27陈述技术支持点与利益点的范例EXAMPLE

23、S OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS技术陈述 Technology Attribute Statements 利益陈述Benefit Statements*包含全新的脂肪代用品 好吃但不含脂肪Contains a new fat substitute Provides great taste but is low in fat10秒内杀死飞虫 使用后不再有飞虫Kills insects within 10 seconds after spraying No insects running around after being spra

24、yed无味 Contains no fragrance 无刺激Non-irritating防止小孩使用的包装 不用担心小孩会被包装遮盖Child-resistant packagingNo fear about child getting into package杀死细菌 为我家人提供一个干净的环境Kills germs Makes my home healthier for my family28有效去除油脂 令清洁更容易Cuts grease effectively Makes cleaning easier令表面充满光泽 令事物回到最美丽一面Has a high gloss shine

25、Brings back your woods original beauty吸味 令您的冰箱气味保持清新Absorbs odors Keeps your refrigerator fresh每个技术特征都可写出多个利益陈述*-Multiple benefit statements could be written for each technology attribute statement.陈述技术支持点与利益点的范例EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS29定位POSITIONING*品牌的“定位”是与竞争对手所设定的

26、，如品牌具有的，比竞争对手好的，重要的利益或好处（通常是合理的）。定位陈述必须包括以下内容：The brands “positioning”is the place the brand occupies in the consumers mind relative to other brands in the competitive set-I.e., the important benefit or benefits (usually rational) that the brand stands for better than competition. The positioning st

27、atement needs to specify the following:可用的工具TERMS USED IN “BAR” DECK30定位POSITIONING*目标消费者，目标消费群是品牌最忠实的购买者。Target Audience , Those consumers who are the most likely buyers of the brand .在消费者细分的品牌或产品中，什么是可被我们的品牌有效替代的。Frame of Reference Consumers grouping of brands or products for which our brand can e

28、ffectively substitute .可用的工具TERMS USED IN “BAR” DECK31定位POSITIONING*指出不同点。单一承诺能从竞争对手中区分我们的品牌。Point of Difference The unique benefit that separates our brand from competition .原因，为什么。Reason(s) Why . 产品品质提供了什么最令人信服的理由能令消费者相信它是与众不同的。The product attributes that provide the most convincing reason(s) to b

29、elieve the point of difference.可用的工具TERMS USED IN “BAR” DECK32品牌调性BRAND ESSENCE*品牌个性是定义一个品牌与其他竞争对手树立的不同的内容，品牌调性则是定义一个品牌与消费者的关系-品牌带给你生活甚至感情上及无形的感觉。While BRAND POSITIONING defines a brand relative to other brands in its competitive set, BRAND ESSENCE defines a brand relative to its consumers - bringin

30、g to life even the more emotional and intangible aspects of the brand.可用的工具TERMS USED IN “BAR” DECK33品牌调性BRAND ESSENCE*品牌调性陈述应描述消费者与品牌之间的关系。它不是流水账式陈述品牌的所有支持点。宁愿更简单及深度地陈述对消费者来说它是一个什么品牌。A brand essence statement describes the point of connection between a consumer and a brand. Its not a laundry list o

31、f everything the brand stands for. Rather, its a simple yet profound statement of what the brand is to consumers.可用的工具TERMS USED IN “BAR” DECK34品牌特征BRAND CHARACTER把品牌想象成一个人。这个是什么人？是否有重要的特征可从人群（其他品牌）中区分他或她的本质？Thinks of the brand as a person. Whats at the heart and core of this human being? Is there s

32、ome quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way?可用的工具TERMS USED IN “BAR” DECK35品牌特征BRAND CHARACTER品牌特征陈述必须将其性质清晰地与竞争对手区分开来。The brand character statement should make it clear what human qualities make the brand stand apart from competitors in a meaningful way.可用的工具TERMS USED IN “BAR” DECK36产品附加值PRODUCT PLUS在广告中可使用“产品附加值”去使品牌在市场中更具竞争力。（如支持“最好”“更快”的主张）具有“产品附加值”，品牌必须确认（1）在盲测基础上（如消费者测试时不知道品牌的名称及）（2）在“上市”的基础上。A “Product Plus” gives the brand a competitive advantage in the marketp