广告策略营销必不可少的一环.ppt
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1、广告策略 ADVERTISING STRATEGY广告策略 ADVERTISING STRATEGY每个客户与代理商都希望广告是能令人振奋的;Every client and agency expects an advertising strategy that informs and inspires.代理商希望广告的策略具有连结品牌与消费者的关联性。The agency expects the advertising strategy to make a meaningful connection between the brand and the consumer.广告策略 ADVERT
2、ISING STRATEGY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(Client Service working with the Creative ) must provide a leverageable insight about that relationship.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。If we are to creative advertising that will move the clients business forward, we must pinpoint the ro
3、le of advertising that will play in the complex marketplace arena. 广告策略 ADVERTISING STRATEGY以下是一个在我们应用的广告策略撰写格式。The following is an Advertising Strategy Format which will be improvised here in our office.每一品牌都必须有此品牌策略文件。EACH BRAND SHOULD HAVE THIS BRAND STRATEGY FILE.1 1、品、品牌牌市场目标市场目标BRAND MARKETING
4、 OBJECTIVESBRAND MARKETING OBJECTIVES陈述品牌的全部市场目标State the brands overall marketing objectives(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) (These are typically broad business objectives-sales, share, etc. -That are separate from the specific objectives for the advertising.)广告概述WHAT IS ADVERTISING2
5、2、品、品牌牌定位定位BRAND POSITIONINGBRAND POSITIONING如果有一已确定的品牌定位陈述,请写下。If there is an agreed upon brand positioning* statement, state it here. 如果没有,请写下需优先的内容。If not, this is the first priority.广告概述WHAT IS ADVERTISING2 2、品、品牌牌定位定位BRAND POSITIONINGBRAND POSITIONING(续)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。The po
6、sitioning should not change from year to year, or product to product. Must also align with Regional and Global positions if they exist.广告概述WHAT IS ADVERTISING3 3、品、品牌调性牌调性BRAND ESSENCEBRAND ESSENCE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。 If there is an agreed upon brand essence* statement, state it here. If
7、there is a video, include it with the assignment.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。If no brand essence has been agreed to, make sure to include a brand “character”* statement in the strategy. 广告概述WHAT IS ADVERTISING3 3、品、品牌调性牌调性BRAND ESSENCEBRAND ESSENCE(续)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
8、告完成)(Develop brand essence on key drive brands in conjunction with regional Pubkicis AD-Link staff-and client input-once advertising is complete.)广告概述WHAT IS ADVERTISING3 3、品、品牌调性牌调性BRAND ESSENCEBRAND ESSENCE(续)续)*后附详细的解述 See Appendix for definition of term.广告概述WHAT IS ADVERTISING4 4、市场写真、市场写真MARKET
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