奧美創(chuàng)意策略教材

1、&Ogilvy & Mather1Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather2Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather3Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather4Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather5Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather6Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather7Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mat

2、her8Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather9Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather10Ref:TN/BRIEF/SPRING_B/rc你不要那樣看著我的眼睛你不要那樣看著我的眼睛( (蔡琴蔡琴) )&Ogilvy & Mather11Ref:TN/BRIEF/SPRING_B/rcSpringSummerAutumnWinter&Ogilvy & Mather12Ref:TN/BRIEF/SPRING_B/rc我們天空何時(shí)才能成一片我們天空何時(shí)能相連等待在世界的各一邊任寂寞嬉笑一年一年天空疊著層層的思念但願(yuàn)

3、天空不再掛滿濕的淚但願(yuàn)天空不再塗上灰的臉&Ogilvy & Mather13Ref:TN/BRIEF/SPRING_B/rc現(xiàn)在的看法Point A以後的看法Point BButton按鈕&Ogilvy & Mather14Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather15Ref:TN/BRIEF/SPRING_B/rc廣告好比求婚的過程廣告好比求婚的過程行銷目的:和目標(biāo)消費(fèi)者(群)結(jié)婚 廣告目的:讓目標(biāo)消費(fèi)者(群)考慮和本人結(jié)婚嫁給我吧嫁給我吧! !&Ogilvy & Mather16Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mat

4、her17Ref:TN/BRIEF/SPRING_B/rc品牌定義品牌定義小蔣是一個(gè)有為的年青人,憨厚實(shí)在,腳踏實(shí)地,雖不是貌似潘安,但心地善良,學(xué)識(shí)豐富,平時(shí)也有些小幽默,有別於時(shí)下浮躁的男性.&Ogilvy & Mather18Ref:TN/BRIEF/SPRING_B/rc目標(biāo)消費(fèi)者目標(biāo)消費(fèi)者她,25歲,居住在臺(tái)北的女性,大專以上教育程度,在一家公司當(dāng)主管秘書,收入每月新臺(tái)幣35,000元.高挑,會(huì)做家事,嫻淑,愛讀張愛玲的小說,並愛好運(yùn)動(dòng)及旅行,靜若處子,動(dòng)如脫免.她叫小琦.她對(duì)婚姻的看法還是非常羅曼蒂克的,事實(shí)上,她一直在尋找自己的另一半,讀愛情小說的時(shí)候,她時(shí)常流淚-是為了故事還是

5、自己?她也弄不懂.她相信世界上會(huì)有真愛,她也不停的在尋找那個(gè)能用心打動(dòng)她的白馬王子.一個(gè)她可以信任的終身伴侶.&Ogilvy & Mather19Ref:TN/BRIEF/SPRING_B/rc競(jìng)爭範(fàn)疇競(jìng)爭範(fàn)疇阿道 - 他認(rèn)識(shí)小琦已有三年,住在她家隔壁,每周會(huì)遇見小琦二次,能言善道,小琦對(duì)他印象不錯(cuò),但是不是很信任阿道,因?yàn)樗磥碛幸恍┬┗?小昌- 是小琦的新同事,風(fēng)度翩翩的純情小生,雖然初相識(shí),但小琦對(duì)他印象很好,而且天天見面,值得注意.小昌還沒有密集的發(fā)揮攻勢(shì),小琦對(duì)小昌也不是很了解,但小昌是個(gè)實(shí)力雄厚的敵手.&Ogilvy & Mather20Ref:TN/BRIEF/SPRING_B/

6、rc消費(fèi)者對(duì)我的看法消費(fèi)者對(duì)我的看法小蔣?我知道,憨憨的,眼睛大大的,很老實(shí),而且好像蠻上進(jìn)的,對(duì)我也不錯(cuò),見了我,還沒說話就臉紅.小昌和阿道也不錯(cuò),但是,誰才是我可以信託的終身伙伴呢?廣告後希望消費(fèi)者對(duì)我的看法廣告後希望消費(fèi)者對(duì)我的看法啊!我不知道小蔣是這樣愛我,好幸福的感覺,真的該考慮嫁給他.&Ogilvy & Mather21Ref:TN/BRIEF/SPRING_B/rc按鈕按鈕小蔣的真愛會(huì)讓小琦幸福一生小蔣的真愛會(huì)讓小琦幸福一生.&Ogilvy & Mather22Ref:TN/BRIEF/SPRING_B/rc支持點(diǎn)支持點(diǎn)小蔣已為小琦買了一幢房子.小蔣現(xiàn)在每天都替小琦買早餐.小蔣每

7、天寫一封信給小琦.小蔣每天在小琦窗下徘徊,不見她面睡不著小蔣在眾人心中的形象,是一名好青年.&Ogilvy & Mather23Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather24Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather25Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather26Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather27Ref:TN/BRIEF/SPRING_B/rcPanadolTylenolBufferinVSAuthoristatve權(quán)感Passi

8、onate激情的Rational理性Confident自信Tender & Sweet溫柔甜美Gentleman紳士Arrogant & distantSoft柔軟Stable平穩(wěn)傲慢&距離感Caring mother關(guān)愛的母親Dull/Boring乏味/無趣No human touchTalkative嘮叨A Family Man沒有人味以家庭為中心的男人Sympathetic同情心泰諾的品牌聯(lián)想,因?yàn)閺?qiáng)生(J&J)的公司形象的輔助,已經(jīng)佔(zhàn)據(jù)了消費(fèi)者心目中母性的光輝的光明面.相較於必理通,百服寧的優(yōu)勢(shì)是多一些人味,且沒有必理通的傲慢與距離感,嘗試去除掉百服寧的乏味面,增強(qiáng)人味(human t

9、ouch)是在競(jìng)爭者中突出的重點(diǎn),因?yàn)榇蠹叶歼€在品牌建立的初期,占奪先機(jī),機(jī)會(huì)無窮.Competition(續(xù)續(xù))&Ogilvy & Mather28Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather29Ref:TN/BRIEF/SPRING_B/rcTarget Market目標(biāo)市場(chǎng)目標(biāo)市場(chǎng)(續(xù)續(xù))&Ogilvy & Mather30Ref:TN/BRIEF/SPRING_B/rcTarget Market目標(biāo)市場(chǎng)目標(biāo)市場(chǎng)(續(xù)續(xù))&Ogilvy & Mather31Ref:TN/BRIEF/SPRING_B/rcTarget Market目標(biāo)市場(chǎng)目標(biāo)市場(chǎng)(續(xù)續(xù))

10、&Ogilvy & Mather32Ref:TN/BRIEF/SPRING_B/rc現(xiàn)在現(xiàn)在將來將來( (廣告後廣告後) )我最怕孩子發(fā)燒,看他臉紅,呼吸也不對(duì)了,病懨懨的,心真急啊!聽說發(fā)燒太久會(huì)燒壞腦子,這怎麼行?!我恨不得自己幫他燒,只要有辦法能退下來就好!有時(shí)候沒法子馬上看醫(yī)生,更是急得我滿頭大汗.小孩的退燒藥有很多,不過都叫不出名字,也不知道可不可靠.百服寧?我聽過,好像是大人用的止痛藥?兒童百服寧是大藥廠出的,退燒很快,又很可靠,買一些備在家裡,小孩發(fā)燒的時(shí)候就不會(huì)這麼急了.廣告片的那個(gè)母親的焦急,真是太真實(shí)了,讓我想起上次大毛發(fā)燒的時(shí)候.Button 按鈕按鈕&Ogilvy &

11、Mather33Ref:TN/BRIEF/SPRING_B/rc利益點(diǎn)Benefit在你最需要的時(shí)候兒童百服寧幫你減輕孩子發(fā)燒的痛苦減輕母親的焦慮操作的按鈕Mothers Anxiety. When her child is in high fever孩子發(fā)高燒時(shí),母親無以倫比的焦慮藉由呈現(xiàn)這種焦慮,及焦慮的解除,來呈現(xiàn)兒童百服寧的有效性.&Ogilvy & Mather34Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather35Ref:TN/BRIEF/SPRING_B/rc九陽真經(jīng)是否該逐項(xiàng)依序填寫? 究竟該如何想?A:Step 1:先確定目標(biāo)對(duì)象需求Step

12、2:找出我們現(xiàn)在何處及競(jìng)爭者她已有自己的需求,但是對(duì)這品牌及其競(jìng)爭者的看法是什麼?策略中常見的問題策略中常見的問題&Ogilvy & Mather36Ref:TN/BRIEF/SPRING_B/rc策略中常見的問題策略中常見的問題( (續(xù)續(xù)) )&Ogilvy & Mather37Ref:TN/BRIEF/SPRING_B/rc策略中常見的問題策略中常見的問題( (續(xù)續(xù)) )&Ogilvy & Mather38Ref:TN/BRIEF/SPRING_B/rc策略中常見的問題策略中常見的問題(續(xù)續(xù))&Ogilvy & Mather39Ref:TN/BRIEF/SPRING_B/rcQ:溝通對(duì)象,

13、媒體對(duì)象,行銷對(duì)象如何區(qū)別?A:策略中常見的問題策略中常見的問題Marketing TargetMedia Buying TargetCreative Target&Ogilvy & Mather40Ref:TN/BRIEF/SPRING_B/rc策略中常見的問題策略中常見的問題&Ogilvy & Mather41Ref:TN/BRIEF/SPRING_B/rc策略中常見的問題策略中常見的問題&Ogilvy & Mather42Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather43Ref:TN/BRIEF/SPRING_B/rc策略舉例策略舉例&Ogilvy &

14、Mather44Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather45Ref:TN/BRIEF/SPRING_B/rcBusiness Objective&Ogilvy & Mather46Ref:TN/BRIEF/SPRING_B/rcBusiness Strategy&Ogilvy & Mather47Ref:TN/BRIEF/SPRING_B/rcMarketing Target 行銷目標(biāo)對(duì)象行銷目標(biāo)對(duì)象&Ogilvy & Mather48Ref:TN/BRIEF/SPRING_B/rcRole of Communication 傳播扮演的角色傳播扮演的角色

15、&Ogilvy & Mather49Ref:TN/BRIEF/SPRING_B/rcCommunication Strategy 傳播策略傳播策略&Ogilvy & Mather50Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather51Ref:TN/BRIEF/SPRING_B/rcRole of Advertising 廣告扮演的角色廣告扮演的角色&Ogilvy & Mather52Ref:TN/BRIEF/SPRING_B/rcCreative Target 創(chuàng)意目標(biāo)對(duì)象群創(chuàng)意目標(biāo)對(duì)象群&Ogilvy & Mather53Ref:TN/BRIEF/SPRING

16、_B/rcCreative Target (Contd)&Ogilvy & Mather54Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather55Ref:TN/BRIEF/SPRING_B/rcPositioning 定位定位&Ogilvy & Mather56Ref:TN/BRIEF/SPRING_B/rcConsumer Benefit 消費(fèi)者利益點(diǎn)消費(fèi)者利益點(diǎn)&Ogilvy & Mather57Ref:TN/BRIEF/SPRING_B/rcCreative Rationale 創(chuàng)意觀點(diǎn)創(chuàng)意觀點(diǎn)&Ogilvy & Mather58Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather59Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather60Ref:TN/BRIEF/SPRING_B/rc&Ogilvy & Mather61Ref:TN/BRIEF/SPRING_B/rcCreative Core Idea 創(chuàng)意中心思想創(chuàng)意中心思