奧美廣告_The_Planning_Cycle_企劃循環(huán)
The Planning Cycle 企劃循環(huán)

The Planning Cycle
企劃循環(huán)
A Continuous Process
一個持續(xù)不斷的過程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企劃不是當代理商接到簡報才開始的，也不是當創(chuàng)意人員進入工作才開始的。
Nor does it end when the advertisement
appears in the media
企劃也不會在廣告刊播于媒體之后就結(jié)束。
The Cycle
循環(huán)
Recognizes the process is continuous
認知到這個過程是持續(xù)不斷的
Prsmpts a re-examination of the questionbefore as you answer each question
鼓勵在回答每一個問題之前重新檢視問題
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
在每一階段指出調(diào)研的角色和重點
Suggests how research can contrbute effectively to decision making
建議調(diào)研如何有效的對決策做出貢獻
Keeps the brand centre stage,as hero 品牌是舞臺的核心和英雄
A Brand Has Many Components
一個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
來龍去脈

What is the state of the matket?
市場狀況為何？
What is the state of our brand vs,the market in inds&behavior of comsumers?
在消費者的心智與行為上，我們的品牌相較于市場是何狀況？
What is the status of each competitive brand?
每一競爭品牌的現(xiàn)狀為何？
Brand Considerations
品牌考量
Competitive line-up 競爭者排序
Market position 市場定位
Sales pattern 銷售量模式
Distribution patterns 鋪貨模式
Brand 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
Where Could We Be?
我們可以到達何處？
奧美廣告_The_Planning_Cycle_企劃循環(huán)