O&M企划循环.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Ogilvy,&,Mather,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,注意,A Brand Has Many Components,一个品牌有许多组成要素,The Brand,品牌,Product,产品,（,formulation,performance）,(,配方、产品力),Distribution,铺货,Promotions,促销,（,amount,type,style）,(,数量、型式、风格),Competitors,竞争者,（,other brands.,substitues,）,(,其他产品、替代品),History,历史,Users,使用者,（,rsal,/,assymed,other brands）,(,实际的、假设的、其他品牌),Maker,制造者,（,rsal,/,assymed,other brands）,(,实际的、假设的、其他品牌),Advertising,广告,（,amount,type,style）,(,数量、形式、风格),Design,设计,（,packaging,logo,colors）,(,包装、标准字、颜色),Name,名称,（,type,style）,(,型式、风格),What Do We Do During The Cycle,在循环里我们作些什么？,Where are we?,我们现在何处？,Why are we,there?,为什么我们在,此？,Where could,we be?,我们可以到达,何处？,Are we getting there?,我们到了吗？,How could we,get there?,我们如何到达该处？,Discover,发现,Measure,测量,Execute,执行,Develop,发展,Question,问题,Think,思考,Hypothesize,假设,Explore,探讨,Where Are We?,我们现在何处？,Why Are We There?,为何我们在此？,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 share?Different 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 users?regain 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？,Where is desirable?,希望到达何处？,Where is realistic?,实际可以到达何处？,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,Group,区隔,Why?,为什么？,Role for advertising,广告扮演的角色,Lapsed,trialists,of category or brand,流失的类别/品牌使用者？,Keep,forgeting,习惯性遗忘,Remind of satisfactions associated with using brand,提醒使用品牌时的满意联想,Prefer something else but can”t discriminate,喜欢其他的但说不出原因,Modify attitudes/overcome,Prejudices use trial-inducing marketing activity,修正态度/克服偏见作吸引试用的行销活动,Prefer something else and can discriminate,喜欢其他的而且可以说出其中的差异,No realistic role,没有实质的角色,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？,Strategy,策略,Evaluation,评估,Pre-testing,事前测试,Creative,创意,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？,Strategy,策略,Evaluation,评估,Pre-testing,事前测试,Creative,创意,Qualitative,vs,Quantitative,质化,V.S,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,互 补 的,C,O,M,P,L,M,E,N,T,A,R,Y,Qualitative,vs,Quantitative,质化,V.S,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,互 补 的,C,O,M,P,L,M,E,N,T,A,R,Y,Measurement,测量,Evaluation,评估,What and who,什么以及谁,How many/how often,多少/多长,Rational(&emotional),理性（和感性）,Behavioral,行为导向的,Strategy,策略,Pre-testing,事前测试,Evaluation,评估,Categorisation,归类化,Comparative over time,长期比较,