參考分析我設(shè)計(jì)

The

Road

AheadCHANGEAlfredEricksonFrom

an

in-house

departmentstore

advertisingdivision

to

an

ad

agency.The

founder

ofAmerican

4A

Association-

1902

-Truth

in

advertisingCHANGEHarrison

KingMcCannStarted

with

one

clientad

agency

thenmade

it

famousat

the

Madison

Avenue-

1912

-COMBINATIONFrom

two

single

agencyto

a

merge

and

turna

USdomestic

agency

toanoverseas

(Europe/Latin

America)agency

network-

1920

/

1930

-1916CHANGEMarion

HarperNew

generationmanagement

after

WWIIunderMarion

Harper-

1950

-1951INTEGRATIONInnovative

communicationintegration

conceptthat

changed

the

advertisingindustry

history

–The

birth

of

Interpublic

Group-

1960

-CREATIONCREATIONRelevant

Consumer

Insights,Expressed

ThroughBreakthrough

CreativityCREATIONIn

the

new

millennium,the

timeless

quality

of

Truth

Well

Toldcontinues

to

defineour

approach

to

effectiveconsumer

communications.BeautifulTruth美麗事實(shí)UglyTruth丑陋事實(shí)EffectiveTruth善詮涵意十面埋伏HiddenTruthsThe

10

Hidden

TruthsTruth

Well

Found明察秋毫The

10

Hidden

TruthsTruth

Well

Found-Knowthe

Truth

任何相關(guān)事實(shí)-Brand,Product

andService

品牌,產(chǎn)品,服務(wù)-Marketing

Background

市場(chǎng)背景資料-Competition

競(jìng)爭(zhēng)情況-Problem

問(wèn)題點(diǎn)-Challenge

點(diǎn)The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

Put有的放矢The

10

Hidden

TruthsTruth

Well

Put點(diǎn)-Positioning

市場(chǎng)定位-SWOT

強(qiáng)勢(shì)、弱勢(shì)、機(jī)會(huì)點(diǎn)、-Different

Point

of

View不同的視野,不同的切入點(diǎn)-Know

Your

Market對(duì)市場(chǎng)的理解The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

AimedTruth

Well

Put量體裁衣The

10

Hidden

TruthsTruth

Well

Aimed- Audience

目標(biāo)受眾-Demographic

概括統(tǒng)計(jì)-Psychographic

受眾的心理、心態(tài)描述-Talk

to

Your

Prospect對(duì)受眾的理解-Consumer

Insight

消費(fèi)者洞察The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

SaidTruth

Well

Aimed—語(yǔ)中的The

10

Hidden

TruthsTruth

Well

Said-Make

a

Promise,

be

Concise

and

Logical對(duì)受眾的承諾,精準(zhǔn)與合理-Get

to

the

Point,a

SingleMinded

Message,a

Single

mindedidea單純、簡(jiǎn)潔的信息-KISS

/Keep

It

Simple,

StupidThe

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SeenTruth

Well

Said另辟蹊徑The

10

Hidden

TruthsTruth

Well

Seen-Be

Complete

and

Enthusiastic

完整與積極性-Be

Different

and

Be

Fresh

差異性

/

性-Be

Empathetic

同感性-ROI

相關(guān)性、 性、震撼性-Old

Elements,

New

Combinations舊元素,新組合The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SoldTruth

Well

Seen巧妙說(shuō)服The

10

Hidden

TruthsTruth

Well

Sold-Communication

and

Not

Presentation是溝通-Talk

to,不是提案Audience/Consumer與受眾

/

消費(fèi)者溝通,

而不是

主-Touch

their

Heart

and

Mind,

be

Empathetic理性與感性的訴求去打動(dòng)受眾The

10

Hidden

TruthsTruth

Well

Sold-Have

a

Specific

Response

in

Mind有目的性與企圖心的-Offer

Benefits,

Not

Gimmicks提供受眾的是他們?cè)谝獾睦纥c(diǎn)-Callfor

Action.

Ask

for

the

Order觸動(dòng)受眾與改變他們的想法The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SeenTruth

Well

CraftedTruth

Well

Sold匯集百工The

10

Hidden

TruthsTruth

Well

Crafted-Leavethe

craft

to

the

professionals讓工藝的造詣留給專(zhuān)業(yè)(文案,美指,插畫(huà)師,字體設(shè)計(jì)家,平面設(shè)計(jì),攝影師,

修圖師,

設(shè)計(jì),導(dǎo)演,燈光師,挑選演員,剪輯師,作曲,作詞,混音師,

3D設(shè)計(jì),互聯(lián)網(wǎng)網(wǎng)絡(luò)設(shè)計(jì),

FLAS ,

互動(dòng)設(shè)計(jì)…etc)The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SeenTruth

Well

SoldTruth

Well

DoneTruth

Well

Crafted精益求精The

10

Hidden

TruthsTruth

Well

Done-What

to

Say

and

How

to

Say策略與創(chuàng)意的結(jié)合-Be

Obsessive

對(duì)專(zhuān)業(yè)工藝著魔-Be

Demanding

對(duì)自己要求-Ask

for

Perfection

要求完美主義-God

n

Devil

in

Details

著重細(xì)節(jié)The

10

Hidden

TruthsTruth

Well

Done-Execution

Overwhelm

the

Message?創(chuàng)意 的執(zhí)行掩蓋了重要的信息-Advertisement

on

Strategy

符合策略-Appeal

to

Right

Audience

針對(duì)目標(biāo)受眾-Clear,

Concise,

Complete

and

Convincing清晰,簡(jiǎn)潔,完整并具有說(shuō)服力-Are

You

Proud

of

this

Ad

有自豪感嗎?The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SeenTruth

Well

SoldTruth

Well

CraftedTruth

Well

SpreadTruth

Well

Done推而廣之The

10

Hidden

TruthsTruth

Well

Spread-Good

Idea

is nable

Idea

量化-Giveit

Size/Big

Idea

大創(chuàng)意-Across

Time

不受時(shí)間限制-Across

Culture

不受地域文化限制-Integrated

Communication整合-Anything

Communicates

萬(wàn)物皆名副其實(shí)The

10

Hidden

TruthsTruth

Well

FoundTruth

Well

PutTruth

Well

AimedTruth

Well

SaidTruth

Well

SeenTrut