参考分析我设计

The

Road

AheadCHANGEAlfredEricksonFrom

an

in-house

departmentstore

advertisingdivision

to

an

ad

agency.The

founder

ofAmerican

4A

Association-

1902

-Truth

in

advertisingCHANGEHarrison

KingMcCannStarted

with

one

clientad

agency

thenmade

it

famousat

the

Madison

Avenue-

1912

-COMBINATIONFrom

two

single

agencyto

a

merge

and

turna

USdomestic

agency

toanoverseas

(Europe/Latin

America)agency

network-

1920

/

1930

-1916CHANGEMarion

HarperNew

generationmanagement

after

WWIIunderMarion

Harper-

1950

-1951INTEGRATIONInnovative

communicationintegration

conceptthat

changed

the

advertisingindustry

history

–The

birth

of

Interpublic

Group-

1960

-CREATIONCREATIONRelevant

Consumer

Insights,Expressed

ThroughBreakthrough

CreativityCREATIONIn

the

new

millennium,the

timeless

quality

of

Truth

Well

Toldcontinues

to

defineour

approach

to

effectiveconsumer

communications.BeautifulTruth美丽事实UglyTruth丑陋事实EffectiveTruth善诠涵意十面埋伏HiddenTruthsThe

10

Hidden

TruthsTruth

Well

Found明察秋毫The

10

Hidden

TruthsTruth

Well

Found-Knowthe

Truth

任何相关事实-Brand,Product

andService

品牌,产品,服务-Marketing

Background

市场背景资料-Competition

竞争情况-Problem

问题点-Challenge

点The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

Put有的放矢The

10

Hidden

TruthsTruth

Well

Put点-Positioning

市场定位-SWOT

强势、弱势、机会点、-Different

Point

of

View不同的视野,不同的切入点-Know

Your

Market对市场的理解The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

AimedTruth

Well

Put量体裁衣The

10

Hidden

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Well

Aimed- Audience

目标受众-Demographic

概括统计-Psychographic

受众的心理、心态描述-Talk

to

Your

Prospect对受众的理解-Consumer

Insight

消费者洞察The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

SaidTruth

Well

Aimed—语中的The

10

Hidden

TruthsTruth

Well

Said-Make

a

Promise,

be

Concise

and

Logical对受众的承诺,精准与合理-Get

to

the

Point,a

SingleMinded

Message,a

Single

mindedidea单纯、简洁的信息-KISS

/Keep

It

Simple,

StupidThe

10

Hidden

TruthsTruth

Well

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Well

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Well

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10

Hidden

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Complete

and

Enthusiastic

完整与积极性-Be

Different

and

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Fresh

差异性

/

性-Be

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Elements,

New

Combinations旧元素,新组合The

10

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TruthsTruth

Well

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Well

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Well

SaidTruth

Well

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Well

Seen巧妙说服The

10

Hidden

TruthsTruth

Well

Sold-Communication

and

Not

Presentation是沟通-Talk

to,不是提案Audience/Consumer与受众

/

消费者沟通,

而不是

主-Touch

their

Heart

and

Mind,

be

Empathetic理性与感性的诉求去打动受众The

10

Hidden

TruthsTruth

Well

Sold-Have

a

Specific

Response

in

Mind有目的性与企图心的-Offer

Benefits,

Not

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Action.

Ask

for

the

Order触动受众与改变他们的想法The

10

Hidden

TruthsTruth

Well

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Well

PutTruth

Well

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Well

SaidTruth

Well

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Well

CraftedTruth

Well

Sold汇集百工The

10

Hidden

TruthsTruth

Well

Crafted-Leavethe

craft

to

the

professionals让工艺的造诣留给专业(文案,美指,插画师,字体设计家,平面设计,摄影师,

修图师,

设计,导演,灯光师,挑选演员,剪辑师,作曲,作词,混音师,

3D设计,互联网网络设计,

FLAS ,

互动设计…etc)The

10

Hidden

TruthsTruth

Well

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Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SeenTruth

Well

SoldTruth

Well

DoneTruth

Well

Crafted精益求精The

10

Hidden

TruthsTruth

Well

Done-What

to

Say

and

How

to

Say策略与创意的结合-Be

Obsessive

对专业工艺著魔-Be

Demanding

对自己要求-Ask

for

Perfection

要求完美主义-God

n

Devil

in

Details

着重细节The

10

Hidden

TruthsTruth

Well

Done-Execution

Overwhelm

the

Message?创意 的执行掩盖了重要的信息-Advertisement

on

Strategy

符合策略-Appeal

to

Right

Audience

针对目标受众-Clear,

Concise,

Complete

and

Convincing清晰,简洁,完整并具有说服力-Are

You

Proud

of

this

Ad

有自豪感吗?The

10

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TruthsTruth

Well

FoundTruth

Well

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Well

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Well

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Done推而广之The

10

Hidden

TruthsTruth

Well

Spread-Good

Idea

is nable

Idea

量化-Giveit

Size/Big

Idea

大创意-Across

Time

不受时间限制-Across

Culture

不受地域文化限制-Integrated

Communication整合-Anything

Communicates

万物皆名副其实The

10

Hidden

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Well

FoundTruth

Well

PutTruth

Well

AimedTruth

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SeenTrut