奥美广告theplanningcycle企划循环

奥美广告
t h e p l a n n i n g c y c l e企
划循环
Standardization of sany group #QS8QHH-HHGX8Q8-GNHHJ8-HHMHGN#
The Planning Cycle 企划循环
The Planning Cycle
企划循环
A Continuous Process
一个持续不断的过程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企划不是当代理商接到简报才开始的，也不是当创意人员进入工作才开始的。

Nor does it end when the advertisement
appears in the media
企划也不会在广告刊播于媒体之后就结束。

The Cycle
循环
Recognizes the process is continuous
认知到这个过程是持续不断的
Prsmpts a re-examination of the questionbefore as you answer each question
鼓励在回答每一个问题之前重新检视问题
Draws attention to sequence and nature of decisions that have to be made 将注意力集中到必须决定的前因、后果以及本质
Indicates role and focus of research at each stage
在每一阶段指出调研的角色和重点
Suggests how research can contrbute effectively to decision making 建议调研如何有效的对决策做出贡献
Keeps the brand centre stage,as hero 品牌是舞台的核心和英雄
A Brand Has Many Components
一个品牌有许多组成要素
What Do We Do During The Cycle
在循环里我们作些什么
Context
来龙去脉
What is the state of the matket
市场状况为何
What is the state of our brand vs,the market in inds&behavior of comsumers 在消费者的心智与行为上，我们的品牌相较于市场是何状况
What is the status of each competitive brand
每一竞争品牌的现状为何
Brand Considerations
品牌考量
Competitive line-up 竞争者排序
Market position 市场定位
Sales pattern 销售量模式
Distribution patterns 铺货模式
Brand salience 品牌特色
How the brand appeals 品牌如何吸引人
Marketing & advertising activity 行销及广告活动
Where Could We Be？
我们可以到达何处
Market position:what shareDifferent sector
市场定位：什么样的占有率不同的战场
Buyers/users:get current users to use more
购买者/使用者：让现在的使用者用更多
Attract new usersregain former users
吸引新的消费者找回以前的使用者
Responses:could the brand be repositioned
回应：本品牌可以重新定位吗
What differences in responses could we get
我们可以得到哪些不同的回应
What if we re-examine the source of business or target audience？如果我们重新检视生意的来源或是目标对象会有什么样的结果
What if we narrow the comprtitive frame Or broaden it
如果我们窄化或放宽竞争范畴，会有什么结果
What if we focus in early adopters within existing users 如果我们将聚焦集中在现有使用者里的先驱者，会有什么样的结果What if we focus on the purchaser not the user(or vice versa)
如果我们将聚焦集中在购买者而不是使用者，会有什么样的结果（反之亦然）What if we re-examine the source of business or target audience(cont”t) 如果我们重新检视生意的来源或是目标对象会有什么样的结果
What if we focus on former users
如果我们把焦点集中在以前的使用者会有什么样的结果
What if disassociate ourselves from our current users
如果我们不把自己和现有使用者联想在一起会有什么样的结果
What if we re-examine the way in which we treat our proposition？
如果重新检视看待我们主张的方式结果会怎样呢
Really exaggerate the benefit or attitude
真正的夸大利益或态度
Flatter our comsumers
献媚我们的消费者
Imagine life without the brand
想象没有本品牌的生活
What if we re-examine the way in which we treat our proposition？
如果重新检视看待我们主张的方式结果会怎样呢
Create a radically different kind of product demonstration
创造一种彻底不同的产品示范
Change the tone of voice 改变说话的语调
Focus on the solution not the problem
将焦点集中在解决方式而非问题
Focus on a product demonstration in a category where one has nat been used before
将焦点集中在以前从未被用过的产品示范
Sources of brand growth
品牌成长来源
An example
举例
Four stages of advertising development
广告发展的四个阶段
Is the intended message executed clearly
想说的讯息说清楚了没有
Is the core advertising idea strong
核心的创意点子够强了吗
What adjustments to the creative execution are needed
创意执行有否需要调整之处
Four stages of advertising development
广告发展的四个阶段
How impactful is the advertising likely to be
这个广告的冲击力如何
How involving is the advertising likely to be
这个广告的参与力如何
Are any final adjustments apparent
有没有任何最后的调整要作
Does the campaign have any arder effect
整个广告活动的效果有没有顺序性
How confident are we that these results will be replicated in the real world 我们对这个结果实现在真实世界中有多大的信心
Qualitative vs Quantitative 质化量化
Understanding 了解Investigation审查
Why and how为什么/如何
Dig deeper into psyche
挖掘到心灵深处Emotional and rational
感性和理性
Motivational动机导向Strategy 策略
Creative 创意
Pre-testing事前测试Investigative interviewing 有研究性的访问
Free fiowing自由的流程
Qualitative vs Quantitative 质化量化
Understanding 了解Investigation审查
Why and how为什么/如何
Dig deeper into psyche
挖掘到心灵深处Emotional and rational
感性和理性
Motivational动机导向Strategy 策略
Creative 创意
Pre-testing事前测试Investigative interviewing 有研究性的访问
Free fiowing自由的流程。