广告策略--广告概述.ppt

广告策略-广告概述ADVERTISINGSTRATEGY,广告策略ADVERTISINGSTRATEGY,每个客户与代理商都希望广告是能令人振奋的；Everyclientandagencyexpectsanadvertisingstrategythatinformsandinspires.代理商希望广告的策略具有连结品牌与消费者的关联性。Theagencyexpectstheadvertisingstrategytomakeameaningfulconnectionbetweenthebrandandtheconsumer.,广告策略ADVERTISINGSTRATEGY,我们(客户服务与创意人员一起工作）必须提供一个是观众心声的卖点。We（ClientServiceworkingwiththeCreative)mustprovidealeverageableinsightaboutthatrelationship.如果我们要创作出一个能推动客户销售的广告，我们必须明确广告在复杂的市场竞争中被运用的角色。Ifwearetocreativeadvertisingthatwillmovetheclientsbusinessforward,wemustpinpointtheroleofadvertisingthatwillplayinthecomplexmarketplacearena.,广告策略ADVERTISINGSTRATEGY,以下是一个在我们应用的广告策略撰写格式。ThefollowingisanAdvertisingStrategyFormatwhichwillbeimprovisedhereinouroffice.每一品牌都必须有此品牌策略文件。EACHBRANDSHOULDHAVETHISBRANDSTRATEGYFILE.,1、品牌市场目标BRANDMARKETINGOBJECTIVES陈述品牌的全部市场目标Statethebrandsoverallmarketingobjectives（它们应该是具代表性及主要的市场目标销售、占有率等。-它们是从广告中明确、客观地分离出来的）(Thesearetypicallybroadbusinessobjectives-sales,share,etc.-Thatareseparatefromthespecificobjectivesfortheadvertising.）,广告概述WHATISADVERTISING,2、品牌定位BRANDPOSITIONING如果有一已确定的品牌定位陈述，请写下。Ifthereisanagreeduponbrandpositioning*statement,stateithere.如果没有，请写下需优先的内容。Ifnot,thisisthefirstpriority.,广告概述WHATISADVERTISING,2、品牌定位BRANDPOSITIONING（续）此定位不可因时间及产品的不同而改变的，必须与其全球的定位保持一致。Thepositioningshouldnotchangefromyeartoyear,orproducttoproduct.MustalsoalignwithRegionalandGlobalpositionsiftheyexist.,广告概述WHATISADVERTISING,3、品牌调性BRANDESSENCE如果有一已确定的品牌精神，请陈述。如果有录象，应包括在本单内。Ifthereisanagreeduponbrandessence*statement,stateithere.Ifthereisavideo,includeitwiththeassignment.如果没有已确定的品牌精神，确认包含一个品牌“特征”，需策略性陈述。Ifnobrandessencehasbeenagreedto,makesuretoincludeabrand“character”*statementinthestrategy.,广告概述WHATISADVERTISING,3、品牌调性BRANDESSENCE（续）（用主要驱动品牌的，与整体环境有关联的东西去建立品牌精神，贯穿广告公司与客户，直至广告完成）(DevelopbrandessenceonkeydrivebrandsinconjunctionwithregionalPubkicisAD-Linkstaff-andclientinput-onceadvertisingiscomplete.),广告概述WHATISADVERTISING,3、品牌调性BRANDESSENCE（续）*后附详细的解述SeeAppendixfordefinitionofterm.,广告概述WHATISADVERTISING,4、市场写真MARKETPLACEREALITIES提供一个最新的市场。此市场是客户所喜爱的动力或是会阻碍客户达到其市场目标的？请思考Provideasnapshotofthemarketplacetoday.Aretheredynamicsthatworkinclientsfavororagainstclienttoachievetheirmarketingobjectives?Consider市场/分割大小，趋势，份额及流通的理由。Market/segmentsize,trends,sharesandreasonsforcurrentstatus.,广告概述WHATISADVERTISING,4、市场写真MARKETPLACEREALITIES（续）主要竞争者：可包括从消费者角度来看的任何客户品牌的竞争品牌（如：用于控制昆虫类产品中所分离出来的“家用药剂”市场）。他们是什么，还有其他，是否所有品牌都包括在内？他们有什么优势；哪里易受攻击（品质，价格，通路，广告等）？Keycompetitors:Canincludeanythingclientsbrandcompeteswithfromtheconsumerspointofview(e.g.,“homeremedies”forinsectcontrolinemergingmarkets).What,ifanything,doeseachcompetitivebrandown?Whataretheirstrengths;wherearetheyvulnerable(quality,price,distribution,advertising,etc.)?,广告概述WHATISADVERTISING,4、市场写真MARKETPLACEREALITIES（续）客户品牌是否有产品附加值？它是否有（其它）意义及/或与竞争对手不同的卖点？（关于产品及/或概念测试的结果均可）Doesclientsbrandhaveaproductplus*?Whatare(other)meaningfuland/orperceivablepointsofdifferencevs.Competition?(Attachproductand/orconcepttestresultsifavailable.),广告概述WHATISADVERTISING,4、市场写真MARKETPLACEREALITIES（续）见附后的详细说明SeeAppendixfordefinitionofterm.,广告概述WHATISADVERTISING,5、目标消费者TARGETCONSUMER谁是主要的声音来源-其中最能鉴定客户达到他们的市场目标的（如新使用者，重度使用者，流失的使用者等）Whoisthekeysourceofvolume-theonemostcriticaltoclientachievingtheirmarketinggoals(e.g.,newmarketentrants,heavyusers,lapsedusers,etc.),广告概述WHATISADVERTISING,5、目标消费者TARGETCONSUMER（续）对于此目标他们最关注的内容是什么？我们的品牌？竞争者？他们在种类中寻找什么？品牌和产品？什么“触点”可被广告使用？（此项必须使用消费者的语言。）Whatinsightshavebeenuncoveredaboutthistarget?Theirrelationshiptothecategory?Ourbrand?Competition?Whatdotheyseekfromthecategory,brandsandproducts?What“triggers”canadvertisinguse?(Thisshouldbeinconsumerlanguage.),广告概述WHATISADVERTISING,5、目标消费者TARGETCONSUMER（续）包括统计的，心理的或其他不同的特征。Includedemographics,psychographicsorotherdistinguishingfeatures.,广告概述WHATISADVERTISING,6、广告目的AdvertisingObjective在建立品牌目标中，广告的角色是什么呢？一个清晰及必要的广告目标必须直接凌架于所有分析之上。Whatistheroleofadvertisinginbuildingthebrandwiththetarget?Aclearandnecessaryadvertisingobjective*shouldflowdirectlyoutoftheaboveanalyses.,广告概述WHATISADVERTISING,6、广告目的AdvertisingObjective（续）尤其是广告所表现出来的什么行为及/或反应态度是否可引导客户达到其市场目标？Specifically,whatbehavioraland/orattitudinalresponsecanadvertisingelicitthatwillhelpachieveclientsmarketinggoals?,广告概述WHATISADVERTISING,6、广告目的AdvertisingObjective（续）见附后的详细说明*SeeAppendixfordefinitionofterm.,广告概述WHATISADVERTISING,广告的理论或前辈都指出，合作的精神是代理商能在传统的广告概念中释放出有关联性但意想不到的沟通意念，最终可帮助客户达到其整体销售目标的。Inthespiritofpartnership,theAgencygoesbeyondtraditionaladvertisingideastodeliverotherrelevantyetunexpectedcommunicationideasthatcanhelpachieveclientsoverallmarketinggoals,complementtheadvertising,oraddressacriticalissue.,综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES,在以下内容中，识别信息的机会及哪里是适当的，主动去捕捉目标。Fromthefollowingareas,identifysuchcommunicationopportunitiesand,whereappropriate,capturetheobjectivesforeachinitiative,below.,综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES,特殊目标机会SpecialTargetOpportunities:直接反应DirectResponse:公共关系PublicRelations:,综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES,包装Packaging:促销Promotions:店销/间接的POS/Collateral:互换Interactive:,综合的商业机会INTEGRATEDBUSINESS-BUILDINGOPPORTUNITIES,品牌定位BrandPositioning:广告目标AdvertisingObjective:CONVINCETHISPERSONTHATBECAUSESOTHATTHEYWILL被认可的定位：被认可策略：日期：PositioningApproved:_StrategyApproved:_Date:_,广告策略ADVERTISINGSTRATEGY为For:_(品牌，产品，地区Brand,Product,Country),Target目标,Benefit利益点,Support支持点,DesiredConsumerDynamic期待消费者的反应,BrandCharacter:品牌特征：可考虑的调性：ExecutionalConsiderations:,品牌定位:陈述品牌定位，它如何长时间在市场中具竞争力。广告目标：陈述广告的角色，什么是必须要达到的。CONVINCETHISPERSONTHATBECAUSESOTHATTHEYWILL如果没有品牌调性，在此描述品牌特征。被确认的定位:_被确认的策略:_日期:_PositioningApproved:_StrategyApproved:_Date:_,ADVERTISINGSTRATEGYFor:_(Brand,Product,Country),目标细致描绘广告所要到达的人在生活中的形象。包括广告中可使用的消费者的心声。,利益点t陈述消费者与广告主张的关系（使用完整的品牌名）令目标消费者明白“它能给我什么”使用单一思想,支持点：鉴别最可信的基础论据。为什么我们的承诺是可信的t。避免一个流水账式的粗略的支持点论述.,消费者反应：指出消费的感受、思想及看广告后的反应。,品牌特征:陈述创作中的必要元素（电视、平面等）；)还有其他？产品的技术原理是否需包括在内？需考虑的预算？本土文化？等,陈述技术支持点与利益点的范例EXAMPLESOFTECHNOLOGYATTRIBUTEANDBENEFITSTATEMENTS,技术陈述TechnologyAttributeStatements利益陈述BenefitStatements*包含全新的脂肪代用品好吃但不含脂肪ContainsanewfatsubstituteProvidesgreattastebutislowinfat10秒内杀死飞虫使用后不再有飞虫Killsinsectswithin10secondsaftersprayingNoinsectsrunningaroundafterbeingsprayed无味Containsnofragrance无刺激Non-irritating防止小孩使用的包装不用担心小孩会被包装遮盖Child-resistantpackagingNofearaboutchildgettingintopackage杀死细菌为我家人提供一个干净的环境KillsgermsMakesmyhomehealthierformyfamily,有效去除油脂令清洁更容易CutsgreaseeffectivelyMakescleaningeasier令表面充满光泽令事物回到最美丽一面HasahighglossshineBringsbackyourwoodsoriginalbeauty吸味令您的冰箱气味保持清新AbsorbsodorsKeepsyourrefrigeratorfresh每个技术特征都可写出多个利益陈述*-Multiplebenefitstatementscouldbewrittenforeachtechnologyattributestatement.,陈述技术支持点与利益点的范例EXAMPLESOFTECHNOLOGYATTRIBUTEANDBENEFITSTATEMENTS,定位POSITIONING*品牌的“定位”是与竞争对手所设定的，如品牌具有的，比竞争对手好的，重要的利益或好处（通常是合理的）。定位陈述必须包括以下内容：Thebrands“positioning”istheplacethebrandoccupiesintheconsumersmindrelativetootherbrandsinthecompetitiveset-I.e.,theimportantbenefitorbenefits(usuallyrational)thatthebrandstandsforbetterthancompetition.Thepositioningstatementneedstospecifythefollowing:,可用的工具TERMSUSEDIN“BAR”DECK,定位POSITIONING*目标消费者，目标消费群是品牌最忠实的购买者。TargetAudience,Thoseconsumerswhoarethemostlikelybuyersofthebrand.在消费者细分的品牌或产品中，什么是可被我们的品牌有效替代的。FrameofReferenceConsumersgroupingofbrandsorproductsforwhichourbrandcaneffectivelysubstitute.,可用的工具TERMSUSEDIN“BAR”DECK,定位POSITIONING*指出不同点。单一承诺能从竞争对手中区分我们的品牌。PointofDifferenceTheuniquebenefitthatseparatesourbrandfromcompetition.原因，为什么。Reason(s)Why.产品品质提供了什么最令人信服的理由能令消费者相信它是与众不同的。Theproductattributesthatprovidethemostconvincingreason(s)tobelievethepointofdifference.,可用的工具TERMSUSEDIN“BAR”DECK,品牌调性BRANDESSENCE*品牌个性是定义一个品牌与其他竞争对手树立的不同的内容，品牌调性则是定义一个品牌与消费者的关系-品牌带给你生活甚至感情上及无形的感觉。WhileBRANDPOSITIONINGdefinesabrandrelativetootherbrandsinitscompetitiveset,BRANDESSENCEdefinesabrandrelativetoitsconsumers-bringingtolifeeventhemoreemotionalandintangibleaspectsofthebrand.,可用的工具TERMSUSEDIN“BAR”DECK,品牌调性BRANDESSENCE*品牌调性陈述应描述消费者与品牌之间的关系。它不是流水账式陈述品牌的所有支持点。宁愿更简单及深度地陈述对消费者来说它是一个什么品牌。Abrandessencestatementdescribesthepointofconnectionbetweenaconsumerandabrand.Itsnotalaundrylistofeverythingthebrandstandsfor.Rather,itsasimpleyetprofoundstatementofwhatthebrandistoconsumers.,可用的工具TERMSUSEDIN“BAR”DECK,品牌特征BRANDCHARACTER把品牌想象成一个人。这个是什么人？是否有重要的特征可从人群（其他品牌）中区分他或她的本质？Thinksofthebrandasaperson.Whatsattheheartandcoreofthishumanbeing?Istheresomequalitydeepwithinthispersonthatdistinguisheshimorherfromotherhumanbeings(otherbrands)inanimportantway?,可用的工具TERMSUSEDIN“BAR”DECK,品牌特征BRANDCHARACTER品牌特征陈述必须将其性质清晰地与竞争对手区分开来。Thebrandcharacterstatementshouldmakeitclearwhathumanqualitiesmakethebrandstandapartfromcompetitorsinameaningfulway.,可用的工具TERMSUSEDIN“BAR”DECK,产品附加值PRODUCTPLUS在广告中可使用“产品附加值”去使品牌在市场中更具竞争力。（如支持“最好”“更快”的主张）具有“产品附加值”，品牌必须确认（1）在盲测基础上（如消费者测试时不知道品牌的名称及）（2）在“上市”的基础上。A“ProductPlus”givesthebrandacompetitiveadvantageinthemarketplacethatcanbeusedinadvertising(e.g.,supportclaimsof“best”,“themost”,“faster”).Tohavea“productPlus,”thebrandmustbeperceivedassuperiortoleadingcompetitorsintwoways:(1)onablindlabelbasis(I.e.,whenconsumersdontknowwhatbrandstheyaretestingand(2)onan“asmarketed”basis.,可用的工具TERMSUSEDIN“BAR”DECK,广告目标ADVERTISINGOBJECTIVES广告的任务是可以实现的。例如：Thetaskortaskstheadvertisingcanrealisticallyaccomplish.Someexamples:品牌知名度的增加Increaseawarenessofthebrand加强或改变品牌的态度Reinforceorchangeanattitudeaboutthebrand,可用的工具TERMSUSEDIN“BAR”DECK,广告目标ADVERTISINGOBJECTIVES产生转变Generatetrail使消费信服并更多地使用产品Convinceconsumerstousetheproductmoreoften,可用的工具TERMSUSEDIN“BAR”DECK,广告目标ADVERTISINGOBJECTIVES产生转变令消费者信服并以新的方式使用产品（增加市场份额）Convinceconsumerstousetheproductinnewways(togenerateincrementalbusinessvolume)令消费者信服并寻求更专业的意见Convinceconsumerstoseekadviceformaprofessional等Etc.,可用的工具TERMSUSEDIN“BAR”DECK,以上题目可发展更多细节模板Moredetailedmodulesarebeingdevelopedforthistopic.谢谢！Thankyou!,可用的工具TERMSUSEDIN“BAR”DECK,