奥美广告ThelanningCycle企划循环2392.pdf

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1、 奥美广告ThelanningCycle 企划循环 The final revision was on November 23,2020 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 th

2、e 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

3、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

4、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 Distr

5、ibution 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

6、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 i

7、f 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 forme

8、r 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 wi

9、thout 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 demonstra

10、tion 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

11、 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

12、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

13、 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