奧美360度品牌管理(ppt90頁)-文庫吧在線文庫

　　

【正文】 description of the advertising 一個關(guān)于廣告的描述 ? A marketing objective 一個市場目標(biāo) ? A strategy 一個策略 ? A brief 一份簡報 ? A wish list一份愿望表 A Good BrandPrint 好的品牌寫真 Poetry not Prose 27 Drafts ? Everyone attempts, but one (usually creative) person is responsible for the final words 每個人的努力，一個人（通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字 ? Preparation is important. Take a long walk, a bath, a glass (or two or three) of wine ......… 準(zhǔn)備工作很重要。 2. The best ideas e out of a process of “emotional smothering” of the creative team 最好的 IDEA來自于創(chuàng)意小組的“情感窒息” 3. The creator of the idea often does not always recognize it as such himself 杰出 IDEA的創(chuàng)造者，經(jīng)常自己無法辨識。 20:16:3320:16:3320:16Monday, January 23, 2023 ? 1乍見翻疑夢，相悲各問年。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 下午 8時 16分 33秒 下午 8時 16分 20:16: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 1月 下午 8時 16分 :16January 23, 2023 ? 1業(yè)余生活要有意義，不要越軌。 20:16:3320:16:3320:16Monday, January 23, 2023 ? 1知人者智，自知者明。 2023年 1月 23日星期一 下午 8時 16分 33秒 20:16: ? 1楚塞三湘接，荊門九派通。 2023年 1月 下午 8時 16分 :16January 23, 2023 ? 1行動出成果，工作出財富。 thinking 這可能市整合的思考 , 但不是 360度的思考 Launching a New Low Cost Credit Card: The New Way 低費(fèi)用信用卡上市 (新方式 ) ? In editorial columns, a specially missioned external report on the high cost of borrowing receives high coverage creating an issue 專欄創(chuàng)造話題 ? Launch TV advertising majors on a new kind of low interest card capitalizing on the concern 電視廣告形成關(guān)注 ? A mail shot makes an early bird offer and provides detailed petitive parisons 郵件提供詳細(xì)的比較 Interplay相互影響 Creating an issue 創(chuàng)造話題 Offering a solution 提供解決 方案 Making an offer Low Interest Rates 低利率 Interplay Through Time 時間上的相互影響 Level 1 3 wks ? Create issue創(chuàng)造話題 ? Establish idea建立 IDEA ? Create desire創(chuàng)造需求 Level 2 5 wks ? Inform educate告知 \教育 ? Drive response 引導(dǎo)反應(yīng) Level 3 8 wks ? Activation usage 行動和使用 PR公關(guān) Outdoor戶外 Posters海報 Events事件 Print Ads平面 Radio 電臺 Buses車身 DRTV DRTV Telemarketing電話行銷 Solicitation Packs TakeOnes WebSite 網(wǎng)站 FSI Wele Pack Wele Call Balance Transfer MGM Membership Rewards XSell Getting the BrandTeam together 集合所有品牌團(tuán)隊成員 ? The second point when the whole team have to meet, including Mindshare 第二次所有成員必須參加 , 包括傳立 ? A tank treatment to – immerse ourselves in the world of the customer 讓我們進(jìn)入消費(fèi)者的世界 – and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人們的生活 Close Your Eyes and Imagine Seeing a Fish 閉上眼睛 , 想象你正看到一條魚 ? Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛 , 想象你自己變成一條魚 Being a Fish, Not Seeing a Fish 變成魚 , 而不是看著魚 Points of Contact 接觸點(diǎn) ? Explore the possible points of contact between the brand and its customers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn) ? Think about customers’ everyday lives where do they most often think about and use the brand 仔細(xì)想一下消費(fèi)者每天的生活 , 在哪里他們會經(jīng)常想到或用到這個品牌 For Instance, the Brand World for Milo in Thailand 例子 : Milo的品牌世界 , 泰國 ? Milo is there whenever and where ever the customers are 無論何時何地 , Milo都存在 – in school …… at home 在學(xué)校 …… 在家中 – in rural areas …… at local sporting events 在鄉(xiāng)村田野 …… 在當(dāng)?shù)伢w育活動中 – in coffee shops ……. in the media 在咖啡店 …… 在媒體上 ? And where Milo is, it gives them and surrounds them with things that help them win at sport Milo提供給的 , 都可以幫助他們在體育活動中贏得勝利的 Helping Thai kids fulfil their sporting dreams 幫助泰國孩子完成體育的夢想 Some Techniques To Stimulate Point of Contact Opportunities 一些幫助激發(fā)接觸點(diǎn)的技術(shù) ? Day in the life 生活中的一天 ? Snap shuffle deck 撲克牌 ? The Compass dial 指南針 A Day in the Life 生活中的一天 ? A stagemanaged experience 一種體驗 ? Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 讓品牌團(tuán)隊感受品牌與消費(fèi)者關(guān)系的環(huán)境、情感和表情等 ? Stimulating all their senses sound, sight, touch, smell, taste 刺激他們所有的感官 聽覺、視覺、觸覺、味覺等 Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo班 Chart history of category Colours 色彩 CD collection 收集的 CD Bookshelf 書架 Framed family photos家庭相冊 Diary of a day in the life words, film or photos 一天的日記、錄影、照片 Workplace noises工作場所的聲音 Photos 相片 Logos of business partners 商業(yè)伙伴的 Logo Their magazines他們的雜志 Signals of their interests activities 感興趣事情和活動 Tools of their trade 交易工具 Bookshelf 書架 Contents of their handbags 手提袋中的內(nèi)容 Videoclips vox pops Competitive products 競爭產(chǎn)品 Articles on petitors競爭者的文章 Holiday snaps 假日 Photos of bedroom or kitchen 居室、廚房的照片 Snap Carddeck Pick two cards, one from each deck 每個盒子內(nèi)抽出一張卡片 Red Deck 紅色盒子 Where they could be most involved 在那里他們會被 融入得最深 Blue Deck 藍(lán)色盒子 What is happening in their lives 在他們的生活中 發(fā)生了什么？ + Come up with possible points of contact 形成可能的接觸點(diǎn) Using Your Impression of What Is Happening in the World at Large … 運(yùn)用你自己的印象 ? What do you feel is happening in people’ s lives that might affect their relationsh