广告策划-奥美怎样创作杰出的平面广告

Updatedto1999-9-4？？？？练习一

广告比较与选择什么是有创意的平面？有视觉意义有视觉冲击力视觉表现与IDEA的关联性强有独特的风格平面的魅力吸引消费者阅读广告帮助消费者理解广告助长消费者的梦想加深消费者对品牌的印象提升品牌在消费者心目中的地位不受本钱约束平面的组成平面的组成画面的组成照片插图标题内文品牌标志线条色块表格纸张印刷工艺裁切装订折合附加物练习二

更好的IDEA？更好的视觉表现方式----摄影、插图、纯文字？更适合的LAYOUT----直版、横版、标题、画面？更适合的画面----人物？产品？其他？更漂亮的比例----特别的媒体购置？尺寸？更好的方式----现代？抽象？古典？更适合的字体及其大小？更懂得这个IDEA的摄影师？适合的人物？适合的道具？情感在画面上的表现与选择？如何视觉形成？直接表现：产品、品牌等引伸理解：比喻元素、排列元素等视觉刺激：非常规的色彩、构图、比例等如何检查你的视觉形成？讯息可阅读程度画面比例，构图图片色彩、风格字体、大小、字距、行距、色彩、角度、粗细、中英文字体关系纸张的选择印刷、裁切、装订、折合的方式使用的地点、方式、周期软件的选择、完稿检查制作过程、工艺监督问问题做稿子之前：所有需要了解的事实和开展的方向都清楚了吗？做稿子之间：我是否已经想到所有可能想到可以做的做法了？交稿子之前：这张稿子已是我能做到的最好的了吗？稿子出去后：现在回过去看，有什么问题？重新做会怎么样？文字的使用色彩的搭配插画的风格摄影的表达能力色彩的搭配你会有什么误区？合作的秘诀按时交件永远是第一准那么合理安排时间选择最恰当的成员先解决问题，再讨论原因互相“赞美〞，不要互相指责勇敢成认错误活到老，学到老小小的警告你可以没有鲜明的个性，但不可以没有想法你可以没有成熟的风格，但不可以没有想法你可以没有资深的头衔，但不可以没有想法但，你也必须有让想法变成现实的能力如果你想在这个行业生存下去，你必须主动，必须时时思考、时时动手，必须让自己随时有做出更好作品的准备&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ideaSimplistic简易and但Risky高风险ModelAct行动Sell贩卖SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea没卖掉,我们都浪费了时间

ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectives* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?

他们的心态是什麽?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* Hostile 敌意* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested 非常有兴趣* Hostile 敌意* Sophisticated

老练的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 热心的Z

Z

Z

z* 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Z

Z

Z

zWhatyouhavetodo

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Z

Z

Z

zSophisticates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"有质疑疑心你的动机文化的阻隔Opposeseitheryouoryouridea反对你或你的ideaWhatyouhavetodo

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CriticallyinterestedsWHY? 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ideaWhatyouhavetodo

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?Alreadysoldandmotivated

Idea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:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceHOWPERSUASIVEAREYOU?

EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising* Regaindistribution* Leapfrogcompetition* Preferredbrandwithconsumers* Increasepriceandmargin* __________________________* __________________________* __________________________Let'sdothisNextsteps WHO,WHAT,WHENPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceFiveKindsofEvidencePersonalexperience

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalexperience Talkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.Analogy Comparesdissimilarthingsusing'like'or'as'.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes) Whichlistenerswillrecogniseasanauthority.Iftheydon'tknow,credentialisetheexpertbeforeyourquote.Example Specific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/Facts Whatweusuallythinkofasevidence.Visualisestatisticsifyoucan. SlowBuildtoaGrandFinaleIntroT

BackgroundT

SlowBuildtoaGrandFinaleStrategyT

SlowBuildtoaGrandFinaleRationaleT

SlowBuildtoaGrandFinaleIdeaT

SlowBuildtoaGrandFinaleAnyQuestions?T

SlowBuildtoaGrandFinaleHereItIsandWeAreExcitedIntroT

IdeaT

HereItIsandWeAreExcitedHowwegotthere?T

HereItIsandWeAreExcitedWhyit'sright?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWeAreExcitedT

TheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessagePlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?MatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96VisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanYoucanneverboresomeoneintobuyingyourideaFiveStepModelActAdoptPresentPreparePlanAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:ActiveListeningVersion1.15/96Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyconcentratingMakingabitofaneffortThe"yesdear"syndromeTrackingwordsPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningAgencyAttentionLevelTimeAgencyAttentionLevelTimeXAgencyAttentionLevelTimeXXBlueDressAgencyAttentionLevelTimeXXXXXXTheRehearsalCurveBlueDressPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningXXXXXXNNNNNDefeatingtheRehearsalCurveTheworkyou'vejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclient'sresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.Listening:SummaryTheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinsomewayintotheideaPeopleAreMoreLikelytoAcceptIdeaswhen:FiveStepModelActAdoptPresentPreparePlanTheyareaskedtoactonitTheactionrequiredisnottoomuchtroubleTheyhavepreviouspositiveexperiencewiththeoriginatoroftheideaItmeetstheirneedsbetterthanotheroptionsThebenefitstothemoutweightherisksTheywillbepartoftheimplementationprocessPeopleAreMoreLikelytoActonanIdeaswhen:WhatwebringWhatisexpectedPreparingthewayWhatwebringWhatisexpectedFindwaystoreframeexpectationsFindwaystopreselltheideaPreparingthewayQuestionsWhatwebringConcernsNeedforreassuranceQueriesPreparingthewayAnticipateThinkthroughPrepareMostarehighlypredictableQuestionsWhatwebringConcernsNeedforreassuranceQueriesPreparingthewayKnowwhotheyareKnowwhatwewantfromthemHavedecidedourcoreideaandsupportsHaveworkedouthowtopreparethewayTHENWEAREPREPAREDTOGOOUTANDFIGHTTHEREALENEMYOncewe…...OurselvesTheframeofBuyingImpeccablelogicEnergy&enthusiasmBeYourselfActAdoptPresentPreparePlanKnowwhentostop&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ideaSimplistic简易and但Risky高风险ModelAct行动Sell贩卖SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea没卖掉,我们都浪费了时间

ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectives* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?

他们的心态是什麽?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* Hostile 敌意* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested 非常有兴趣* Hostile 敌意* Sophisticated

老练的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 热心的Z

Z

Z

z* 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Z

Z

Z

zWhatyouhavetodo

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Z

Z

Z

zSophisticates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"有质疑疑心你的动机文化的阻隔Opposeseitheryouoryouridea反对你或你的ideaWhatyouhavetodo

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CriticallyinterestedsWHY? 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ideaWhatyouhavetodo

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?Alreadysoldandmotivated

Idea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:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceHOWPERSUASIVEAREYOU?

EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising* Regaindistribution* Leapfrogcompetition* Preferredbrandwithconsumers* Increasepriceandmargin* __________________________* __________________________* __________________________Let'sdothisNextsteps WHO,WHAT,WHENPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceFiveKindsofEvidencePersonalexperience

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalexperience Talkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.Analogy Comparesdissimilarthingsusing'like'or'as'.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes) Whichlistenerswillrecogniseasanauthority.Iftheydon'tknow,credentialisetheexpertbeforeyourquote.Example Specific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/Facts Whatweusuallythinkofasevidence.Visualisestatisticsifyoucan. SlowBuildtoaGrandFinaleIntroT

BackgroundT

SlowBuildtoaGrandFinaleStrategyT

SlowBuildtoaGrandFinaleRationaleT

SlowBuildtoaGrandFinaleIdeaT

SlowBuildtoaGrandFinaleAnyQuestions?T

SlowBuildtoaGrandFinaleHereItIsandWeAreExcitedIntroT

IdeaT

HereItIsandWeAreExcitedHowwegotthere?T

HereItIsandWeAreExcitedWhyit'sright?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWeAreExcitedT

TheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessagePlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?MatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96VisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanYoucanneverboresomeoneintobuyingyourideaFiveStepModelActAdoptPresentPreparePlanAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:ActiveListeningVersion1.15/96Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyco