奧美廣告ThePlanningCycle企劃循環(huán)

1、無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理The Planning Cycle 企劃循環(huán)The Planning Cycle企劃循環(huán)A Continuous Process一個(gè)持續(xù)不斷的過(guò)程Planning does not start when the agency is briefedor when the creative team strollin to work企劃不是當(dāng)代理商接到簡(jiǎn)報(bào)才開(kāi)始的，也不是當(dāng)創(chuàng)意人員進(jìn)入工作才開(kāi)始的。Nor does it end when the advertisementappears in the media企劃也不會(huì)在廣告刊播于媒體之后就

2、結(jié)束。The Cycle循環(huán)Recognizes the process is continuous認(rèn)知到這個(gè)過(guò)程是持續(xù)不斷的Prsmpts a re-examination of the questionbefore as you answer each question鼓勵(lì)在回答每一個(gè)問(wèn)題之前重新檢視問(wèn)題Draws attention to sequence and nature of decisions that have to be made將注意力集中到必須決定的前因、后果以及本質(zhì)Indicates role and focus of research at each stage在每

3、一階段指出調(diào)研的角色和重點(diǎn)Suggests how research can contrbute effectively to decision making建議調(diào)研如何有效的對(duì)決策做出貢獻(xiàn)Keeps the brand centre stage,as hero品牌是舞臺(tái)的核心和英雄A Brand Has Many Components一個(gè)品牌有許多組成要素What Do We Do During The Cycle在循環(huán)里我們作些什么？Context來(lái)龍去脈What is the state of the matket?市場(chǎng)狀況為何？What is the state of our bran

4、d vs,the market in inds&behavior of comsumers? 在消費(fèi)者的心智與行為上，我們的品牌相較于市場(chǎng)是何狀況？ What is the status of each competitive brand?每一競(jìng)爭(zhēng)品牌的現(xiàn)狀為何？Brand Considerations品牌考量Competitive line-up競(jìng)爭(zhēng)者排序無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理Market position市場(chǎng)定位Sales pattern銷售量模式Distribution patterns鋪貨模式Br

5、and salience品牌特色How the brand appeals品牌如何吸引人Marketing & advertising activity行銷及廣告活動(dòng)Where Could We Be?我們可以到達(dá)何處？Market position:what share?Different sector市場(chǎng)定位：什么樣的占有率？不同的戰(zhàn)場(chǎng)Buyers/users:get current users to use more?購(gòu)買者 / 使用者：讓現(xiàn)在的使用者用更多？Attract new users?regain former users?吸引新的消費(fèi)者？找回以前的使用者？Respon

6、ses:could the brand be repositioned?回應(yīng)：本品牌可以重新定位嗎？What differences in responses could we get?我們可以得到哪些不同的回應(yīng)？What if we re-examine the source of business or target audience?如果我們重新檢視生意的來(lái)源或是目標(biāo)對(duì)象會(huì)有什么樣的結(jié)果？What if we narrow the comprtitive frame? Or broaden it?如果我們窄化或放寬競(jìng)爭(zhēng)范疇，會(huì)有什么結(jié)果？What if we focus in early

7、 adopters within existing users?如果我們將聚焦集中在現(xiàn)有使用者里的先驅(qū)者，會(huì)有什么樣的結(jié)果？What if we focus on the purchaser not the user(or vice versa)?如果我們將聚焦集中在購(gòu)買者而不是使用者，會(huì)有什么樣的結(jié)果？（反之亦然）What if we re-examine the source of business or target audience?(cont” t)如果我們重新檢視生意的來(lái)源或是目標(biāo)對(duì)象會(huì)有什么樣的結(jié)果？What if we focus on former users?如果我們把焦點(diǎn)

8、集中在以前的使用者會(huì)有什么樣的結(jié)果？What if disassociate ourselves from our current users?如果我們不把自己和現(xiàn)有使用者聯(lián)想在一起會(huì)有什么樣的結(jié)果？What if we re-examine the way in which we treat our proposition?如果重新檢視看待我們主張的方式結(jié)果會(huì)怎樣呢？Really exaggerate the benefit or attitude?真正的夸大利益或態(tài)度？Flatter our comsumers?獻(xiàn)媚我們的消費(fèi)者？Imagine life without the brand

9、?想象沒(méi)有本品牌的生活？What if we re-examine the way in which we treat our proposition?如果重新檢視看待我們主張的方式結(jié)果會(huì)怎樣呢？Create a radically different kind of product demonstration?創(chuàng)造一種徹底不同的產(chǎn)品示范？無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理Change the tone of voice ?改變說(shuō)話的語(yǔ)調(diào)？Focus on the solution not the problem?將焦點(diǎn)集中

10、在解決方式而非問(wèn)題？Focus on a product demonstration in a category where one has nat been used before 將焦點(diǎn)集中在以前從未被用過(guò)的產(chǎn)品示范？Sources of brand growth品牌成長(zhǎng)來(lái)源An example舉例Four stages of advertising development廣告發(fā)展的四個(gè)階段Is the intended message executed clearly?想說(shuō)的訊息說(shuō)清楚了沒(méi)有？Is the core advertising idea strong?核心的創(chuàng)意點(diǎn)子夠強(qiáng)了嗎？

11、What adjustments to the creative execution are needed?創(chuàng)意執(zhí)行有否需要調(diào)整之處？Four stages of advertising development廣告發(fā)展的四個(gè)階段How impactful is the advertising likely to be?這個(gè)廣告的沖擊力如何？How involving is the advertising likely to be?這個(gè)廣告的參與力如何？Are any final adjustments apparent?有沒(méi)有任何最后的調(diào)整要作？Does the campaign have a

12、ny arder effect?整個(gè)廣告活動(dòng)的效果有沒(méi)有順序性？How confident are we that these results will be replicated in the real world?我們對(duì)這個(gè)結(jié)果實(shí)現(xiàn)在真實(shí)世界中有多大的信心？Qualitative vs Quantitative質(zhì)化 V.S 量化Understanding了解Investigation審查Why and how 為什么 / 如何Dig deeper into psyche挖掘到心靈深處Emotional and rational感性和理性Motivational動(dòng)機(jī)導(dǎo)向Strategy策略Creative創(chuàng)意Pre-testing事前測(cè)試Investigative interviewing有研究性的訪問(wèn)無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理無(wú)憂商務(wù)網(wǎng)共享和傳播管理資源，引導(dǎo)管理人事先卓越管理Free fiowing自由的流程Qualitative vs Quantitative質(zhì)化 V.S 量化Understanding了解Investigation審查Why