lecture市场营销中创造力.ppt

单击此处编辑母版标题样式,编辑母版文本样式,第二级,第三级,第四级,第五级,2021/3/2,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2021/3/2,*,大家好,2021/3/2,1,Free with every,new subscription,Prize Draw,Win!Win!Win!,Buy One,Get One FREE!,Kids get in,Free,!,Extra 100ml,For Free,Earn,Air Miles,Nectar Points,2021/3/2,2,Creativity and Implementation,MKT3150-3151,Adv&Sales Promotion,Week 20,2021/3/2,3,Lecture Topics,Creative dimensions,SP Process,PDCA model/application,Agency briefing(context),The campaign brief,S,i,x,t,h,i,n,k,i,n,g,h,a,t,s,!,Fresh thinking(small groups),Selecting the best ideas,Agency response to the clients brief,Useful web links and references,Next week.,2021/3/2,4,“There are no best products.All that exists in the world of marketing are perceptions in the mind of the customer or prospect.,The perception is the reality,.Everything else is an illusion.”,Al Rries and Jack Trout,The 22 Immutable Laws of Marketing,Harper Presss 1993,as quoted in Shimp(2010)on p.227,2021/3/2,5,SP Creative Dimensions,Words,Technique,Rewards,Visuals,M,e,d,i,a,Design,Sounds,Execution.,Novelty,Impact,Timing,Effects,2021/3/2,6,Sales Promotion Process,Remit:,“Terms of reference”,OED,Set by the client organisation,Brief:,“Instructions in preparation for a task”,OED,Set by the client organisation,and sent out to several agencies for them to then,pitch,competitively,*,Full campaign design,Developed by the agency,Campaign implementation,Agency/client cooperation,Scheme/campaign evaluation,Agency/client cooperation,*,to develop a brief follow Shimp pages 219-221,as per,next slide,.,2021/3/2,7,The SP Brief,What is the background of this job?,Whom do we need to reach with the SP campaign?,What do members of the target audience think and feel about the brand?,What do we want the target audience to thing and feel about the brand,and what,measurable,effects are the sales promotions designed to accomplish?,What do we want the target audience to do?,What is the current brand positioning?,What SP message do we want to convey,with what SP vehicles?,What strategy do we need to employ(over 12 months)?,When and how much?,2021/3/2,8,PDCA,Model,(From Total Quality School TQ),D,O,P,LAN,A,CT,C,HECK,D,O,2021/3/2,9,PDCA,Applied to SP,Plan:,agree,clear campaign vision(end goals),Do:,generate,imaginative,and potentially effective ideas,then,select,the best ones,Check:relevant to clients,brand,?,relevant to clients,marketplace,?,relevant to SP,targets,?,Act:,proceed,with full development of SP campaign,2021/3/2,10,SP Agency Briefing/1,(Overall Context),Client,needs to provide details of:,The marketplace,The product offering and its customers,The competitive context,The supply chain,The sales force,The current market strategy,especially in terms of the,promotional mix,2021/3/2,11,SP Agency Briefing/2,(The Campaign Brief),Client,needs to also provide a campaign brief:,Objectives(quantifiable whenever possible),Volume targets(quantities,s,market share,etc.),Timings(lead times,roll-out schedule,etc.),Budget,Evaluation criteria,Guidelines and constraints(same or change?),Support available(from the client),Agency response date,2021/3/2,12,Six Thinking Hats!,Edward de Bono,2021/3/2,13,Fresh Thinking in Small Groups,Select diverse group members,Use a quiet,neutral location,Set the scene(context,visuals,clear objectives),Elect an effective leader,Capture every idea(observation&note taking),Make the ideas as visible&concrete as possible,Encourage out of the box thinking,Never criticise proposals,Do not waste half-formed suggestions,2021/3/2,14,Selecting the Best Ideas,Selection criteria:,Fit(with brand/marketplace/targets),Uniqueness(inimitable?),Campaignability(useable in future?),Contemporary?(todays fad=old news tomorrow),Credibility(believable concept?),Delivery(thrill,but a realistic promise),Simplicity(KISS),Immediacy(ease of access/use),2021/3/2,15,Agency Response to Clients Remit/Brief.1,Each competing agency is expected to:,Respond with a written document,Demonstrate that the remit/brief has been understood,Provide a clear rationale for the direction proposed,Propose a,sensible,number of scheme options,2021/3/2,16,Agency Response to Clients Remit/Brief.2,Propose legal and ethical schemes,Submit a few simple visuals(as necessary),Provide outline costing(estimates),Include scheme,evaluation plans,(metrics),Include a timing plan(Gantt chart schedule),2021/3/2,17,Remember.,Everything we marketers do,should contribute to,the brands ideal positioning,2021/3/2,18,Useful Links,Promotional Magazine(online),ISP Institute of Sales Promotion(Islington),B2B Best Practice(via B2B alliance),2021/3/2,19,Useful References/1,Six Thinking Hats,by Edward de Bono,Penguin Books,UK 2000,Advertising,Promotion,&Supplemental Aspects of IMC,by Terrence A.Shimp,Thomson/South-Western,Ohio 2003,Principles of Advertising&IMC,by Tom Duncan,International Edition,McGraw-Hill,NY 2005,2021/3/2,20,Useful References/2,Marketing Communications,(5,th,Ed.),by Chris Fill,FT/Prentice-Hall,UK 2009,The Sales Promotion Handbook,by Chris Brown,Kogan Page Limited,London 1999,Sales Promotion:How to create,implement and integrate campaigns that really work,by Julian Cummins&Roddy Mullin,Kogan Page Limited,London 2002,2021/3/2,21,Next Week,(week 21),Lecture:,Evaluating Adv./Sales Promo.Effectiveness,2021/3/2,22,Now its your turn.,2021/3/2,23,