廣告策略——營銷必不可少的一環(huán)

1、廣告策略 ADVERTISING STRATEGY,廣告策略 ADVERTISING STRATEGY,每個(gè)客戶與代理商都希望廣告是能令人振奮的；Every client and agency expects an advertising strategy that informs and inspires.代理商希望廣告的策略具有連結(jié)品牌與消費(fèi)者的關(guān)聯(lián)性。The agency expects the advertisin

2、g strategy to make a meaningful connection between the brand and the consumer.,廣告策略 ADVERTISING STRATEGY,我們 (客戶服務(wù)與創(chuàng)意人員一起工作）必須提供一個(gè)是觀眾心聲的賣點(diǎn)。We（Client Service working with the Creative ) must provide a leverageable insigh

3、t about that relationship.如果我們要?jiǎng)?chuàng)作出一個(gè)能推動(dòng)客戶銷售的廣告，我們必須明確廣告在復(fù)雜的市場(chǎng)競(jìng)爭(zhēng)中被運(yùn)用的角色。If we are to creative advertising that will move the client’s business forward, we must pinpoint the role of advertising that will play in the com

4、plex marketplace arena.,廣告策略 ADVERTISING STRATEGY,以下是一個(gè)在我們應(yīng)用的廣告策略撰寫格式。The following is an Advertising Strategy Format which will be improvised here in our office.每一品牌都必須有此品牌策略文件。EACH BRAND SHOULD HAVE THIS BRAND STR

5、ATEGY FILE.,1、品牌市場(chǎng)目標(biāo)BRAND MARKETING OBJECTIVES陳述品牌的全部市場(chǎng)目標(biāo)State the brand’s overall marketing objectives（它們應(yīng)該是具代表性及主要的市場(chǎng)目標(biāo)—銷售、占有率等。--它們是從廣告中明確、客觀地分離出來的） (These are typically broad business objectives--sales, share,

6、etc. --That are separate from the specific objectives for the advertising.）,廣告概述WHAT IS ADVERTISING,2、品牌定位BRAND POSITIONING如果有一已確定的品牌定位陳述，請(qǐng)寫下。If there is an agreed upon brand positioning* statement, state it here.

7、如果沒有，請(qǐng)寫下需優(yōu)先的內(nèi)容。If not, this is the first priority.,廣告概述WHAT IS ADVERTISING,2、品牌定位BRAND POSITIONING（續(xù)）此定位不可因時(shí)間及產(chǎn)品的不同而改變的，必須與其全球的定位保持一致。The positioning should not change from year to year, or product to product. Must

8、also align with Regional and Global positions if they exist.,廣告概述WHAT IS ADVERTISING,3、品牌調(diào)性BRAND ESSENCE如果有一已確定的品牌精神，請(qǐng)陳述。如果有錄象，應(yīng)包括在本單內(nèi)。 If there is an agreed upon brand essence* statement, state it here. If there is

9、a video, include it with the assignment.如果沒有已確定的品牌精神，確認(rèn)包含一個(gè)品牌“特征”，需策略性陳述。If no brand essence has been agreed to, make sure to include a brand “character”* statement in the strategy.,廣告概述WHAT IS ADVERTISING,3、品牌調(diào)性BRAN

10、D ESSENCE（續(xù)）（用主要驅(qū)動(dòng)品牌的，與整體環(huán)境有關(guān)聯(lián)的東西去建立品牌精神，貫穿廣告公司與客戶，直至廣告完成）(Develop brand essence on key drive brands in conjunction with regional Pubkicis AD-Link staff--and client input--once advertising is complete.),廣告概述WHAT IS A

11、DVERTISING,3、品牌調(diào)性BRAND ESSENCE（續(xù)）*后附詳細(xì)的解述 See Appendix for definition of term.,廣告概述WHAT IS ADVERTISING,4、市場(chǎng)寫真MARKETPLACE REALITIES提供一個(gè)最新的市場(chǎng)。此市場(chǎng)是客戶所喜愛的動(dòng)力或是會(huì)阻礙客戶達(dá)到其市場(chǎng)目標(biāo)的？請(qǐng)思考Provide a snapshot of the marketplace to

12、day. Are there dynamics that work in client’s favor or against client to achieve their marketing objectives? Consider…市場(chǎng)/分割大小，趨勢(shì)，份額及流通的理由。Market/segment size, trends, shares and reasons for current status.,廣告概述WHAT I

13、S ADVERTISING,4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）主要競(jìng)爭(zhēng)者：可包括從消費(fèi)者角度來看的任何客戶品牌的競(jìng)爭(zhēng)品牌（如：用于控制昆蟲類產(chǎn)品中所分離出來的“家用藥劑”市場(chǎng)）。他們是什么，還有其他，是否所有品牌都包括在內(nèi)？他們有什么優(yōu)勢(shì)；哪里易受攻擊（品質(zhì)，價(jià)格，通路，廣告等）？Key competitors: Can include anything client’s brand competes w

14、ith from the consumer’s point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality, pri

15、ce, distribution, advertising, etc.)?,廣告概述WHAT IS ADVERTISING,4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）客戶品牌是否有產(chǎn)品附加值？它是否有（其它）意義及/或與競(jìng)爭(zhēng)對(duì)手不同的賣點(diǎn)？（關(guān)于產(chǎn)品及/或概念測(cè)試的結(jié)果均可）Does client’s brand have a product plus*? What are (other) meaningful

16、 and/or perceivable points of difference vs. Competition? (Attach product and/or concept test results if available.),廣告概述WHAT IS ADVERTISING,4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）見附后的詳細(xì)說明See Appendix for definition of term.,

17、廣告概述WHAT IS ADVERTISING,5、目標(biāo)消費(fèi)者TARGET CONSUMER誰是主要的聲音來源--其中最能鑒定客戶達(dá)到他們的市場(chǎng)目標(biāo)的（如新使用者，重度使用者，流失的使用者等）Who is the key source of volume--the one most critical to client achieving their marketing goals (e.g., new market entra

18、nts, heavy users, lapsed users, etc.),廣告概述WHAT IS ADVERTISING,5、目標(biāo)消費(fèi)者TARGET CONSUMER（續(xù)）對(duì)于此目標(biāo)他們最關(guān)注的內(nèi)容是什么？我們的品牌？競(jìng)爭(zhēng)者？他們?cè)诜N類中尋找什么？品牌和產(chǎn)品？什么“觸點(diǎn)”可被廣告使用？（此項(xiàng)必須使用消費(fèi)者的語言。）What insights have been uncovered…about this target? Thei

19、r relationship to the category? Our brand? Competition? What do they seek from the category, brands and products? What “triggers” can advertising use? (This should be in consumer language.),廣告概述WHAT IS ADVERTISING,5、目標(biāo)消

20、費(fèi)者TARGET CONSUMER（續(xù)）包括統(tǒng)計(jì)的，心理的或其他不同的特征。Include demographics, psychographics or other distinguishing features.,廣告概述WHAT IS ADVERTISING,6、廣告目的Advertising Objective在建立品牌目標(biāo)中，廣告的角色是什么呢？一個(gè)清晰及必要的廣告目標(biāo)必須直接凌架于所有分析之上。What is

21、 the role of advertising in building the brand with the target? A clear and necessary advertising objective* should flow directly out of the above analyses.,廣告概述WHAT IS ADVERTISING,6、廣告目的Advertising Objective（續(xù)）尤其是廣告所

22、表現(xiàn)出來的什么行為及/或反應(yīng)態(tài)度是否可引導(dǎo)客戶達(dá)到其市場(chǎng)目標(biāo)？Specifically, what behavioral and/or attitudinal response can advertising elicit that will help achieve client’s marketing goals?,廣告概述WHAT IS ADVERTISING,6、廣告目的Advertising Objective（續(xù)）見

23、附后的詳細(xì)說明* See Appendix for definition of term.,廣告概述WHAT IS ADVERTISING,廣告的理論或前輩都指出，合作的精神是代理商能在傳統(tǒng)的廣告概念中釋放出有關(guān)聯(lián)性但意想不到的溝通意念，最終可幫助客戶達(dá)到其整體銷售目標(biāo)的。In the spirit of partnership, the Agency goes beyond traditional advertising ide

24、as to deliver other relevant yet unexpected communication ideas that can help achieve client’s overall marketing goals, complement the advertising, or address a critical issue.,綜合的商業(yè)機(jī)會(huì)INTEGRATED BUSINESS-BUILDING OPPORT

25、UNITIES,在以下內(nèi)容中，識(shí)別信息的機(jī)會(huì)及哪里是適當(dāng)?shù)?，主?dòng)去捕捉目標(biāo)。From the following areas, identify such communication opportunities and, where appropriate, capture the objectives for each initiative, below.,綜合的商業(yè)機(jī)會(huì)INTEGRATED BUSINESS-BUILDING O

26、PPORTUNITIES,特殊目標(biāo)機(jī)會(huì)Special Target Opportunities:直接反應(yīng)Direct Response:公共關(guān)系Public Relations:,,,,,,,綜合的商業(yè)機(jī)會(huì)INTEGRATED BUSINESS-BUILDING OPPORTUNITIES,包裝Packaging:促銷Promotions:店銷/間接的POS/Collateral:互換Interactive:,,,

27、,,,,,,綜合的商業(yè)機(jī)會(huì)INTEGRATED BUSINESS-BUILDING OPPORTUNITIES,品牌定位Brand Positioning:廣告目標(biāo)Advertising Objective:CONVINCE THIS PERSON… THAT… BECAUSE…SO THAT THEY WILL…被認(rèn)可的定位：——————————被認(rèn)可策略

28、：——————————日期：Positioning Approved: ________Strategy Approved:_____________ Date: _________,廣告策略ADVERTISING STRATEGY為For:_____________________________________________________(品牌，產(chǎn)品，地區(qū)Brand, Product, Country),,Target目

29、標(biāo),,Benefit利益點(diǎn),,Support支持點(diǎn),,Desired Consumer Dynamic期待消費(fèi)者的反應(yīng),,,,Brand Character:品牌特征：可考慮的調(diào)性：Executional Considerations:,品牌定位: 陳述品牌定位，它如何長時(shí)間在市場(chǎng)中具競(jìng)爭(zhēng)力。廣告目標(biāo)：陳述廣告的角色，什么是必須要達(dá)到的。 CONVINCE THIS PERSON… THAT…

30、 BECAUSE… SO THAT THEY WILL…如果沒有品牌調(diào)性，在此描述品牌特征。被確認(rèn)的定位: __________________ 被確認(rèn)的策略:_____________ 日期: _________Positioning Approved: ________Strategy Approved:_____________ Date:

31、 _________,ADVERTISING STRATEGYFor:_____________________________________________________(Brand, Product, Country),,目標(biāo)細(xì)致描繪廣告所要到達(dá)的人在生活中的形象。包括廣告中可使用的消費(fèi)者的心聲。,,利益點(diǎn)t陳述消費(fèi)者與廣告主張的關(guān)系（使用完整的品牌名）令目標(biāo)消費(fèi)者明白“它能給我什么”使用單一思想,,支持

32、點(diǎn)：鑒別最可信的基礎(chǔ)論據(jù)。為什么我們的承諾是可信的t。避免一個(gè)流水賬式的粗略的支持點(diǎn)論述.,,消費(fèi)者反應(yīng)：指出消費(fèi)的感受、思想及看廣告后的反應(yīng)。,,,,品牌特征: 陳述創(chuàng)作中的必要元素（電視、平面等）；)還有其他？產(chǎn)品的技術(shù)原理是否需包括在內(nèi)？需考慮的預(yù)算？本土文化？等,陳述技術(shù)支持點(diǎn)與利益點(diǎn)的范例EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEM

33、ENTS,技術(shù)陳述 Technology Attribute Statements 利益陳述Benefit Statements*包含全新的脂肪代用品 好吃但不含脂肪Contains a new fat substitute Pr

34、ovides great taste but is low in fat10秒內(nèi)殺死飛蟲 使用后不再有飛蟲Kills insects within 10 seconds after spraying No insects running around after being sprayed無味 C

35、ontains no fragrance 無刺激Non-irritating防止小孩使用的包裝 不用擔(dān)心小孩會(huì)被包裝遮蓋Child-resistant packagingNo fear about child getting into package

36、殺死細(xì)菌 為我家人提供一個(gè)干凈的環(huán)境Kills germs Makes my home healthier for my family,有效去除油脂

37、 令清潔更容易Cuts grease effectively Makes cleaning easier令表面充滿光澤 令事物回到最美麗一面Has a high gloss shine Brings ba

38、ck your wood’s original beauty吸味 令您的冰箱氣味保持清新Absorbs odors Keeps your refrigerator fresh每個(gè)技術(shù)特征都可寫出多個(gè)利益陳述*-Multi

39、ple benefit statements could be written for each technology attribute statement.,陳述技術(shù)支持點(diǎn)與利益點(diǎn)的范例EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS,定位POSITIONING*品牌的“定位”是與競(jìng)爭(zhēng)對(duì)手所設(shè)定的，如品牌具有的，比競(jìng)爭(zhēng)對(duì)手好的，重要的利益或好處（通常是合理的）。定位

40、陳述必須包括以下內(nèi)容：The brand’s “positioning”is the place the brand occupies in the consumer’s mind relative to other brands in the competitive set--I.e., the important benefit or benefits (usually rational) that the brand stand

41、s for better than competition. The positioning statement needs to specify the following:,可用的工具TERMS USED IN “BAR” DECK,定位POSITIONING*目標(biāo)消費(fèi)者，目標(biāo)消費(fèi)群是品牌最忠實(shí)的購買者。Target Audience , Those consumers who are the most likely buy

42、ers of the brand .在消費(fèi)者細(xì)分的品牌或產(chǎn)品中，什么是可被我們的品牌有效替代的。Frame of Reference Consumers grouping of brands or products for which our brand can effectively substitute .,可用的工具TERMS USED IN “BAR” DECK,定位POSITIONING*指出不同點(diǎn)。單一承諾能從競(jìng)

43、爭(zhēng)對(duì)手中區(qū)分我們的品牌。Point of Difference The unique benefit that separates our brand from competition .原因，為什么。Reason(s) Why . 產(chǎn)品品質(zhì)提供了什么最令人信服的理由能令消費(fèi)者相信它是與眾不同的。The product attributes that provide the most convincing reason(s

44、) to believe the point of difference.,可用的工具TERMS USED IN “BAR” DECK,品牌調(diào)性BRAND ESSENCE*品牌個(gè)性是定義一個(gè)品牌與其他競(jìng)爭(zhēng)對(duì)手樹立的不同的內(nèi)容，品牌調(diào)性則是定義一個(gè)品牌與消費(fèi)者的關(guān)系---品牌帶給你生活甚至感情上及無形的感覺。While BRAND POSITIONING defines a brand relative to other bran

45、ds in its competitive set, BRAND ESSENCE defines a brand relative to its consumers -- bringing to life even the more emotional and intangible aspects of the brand.,可用的工具TERMS USED IN “BAR” DECK,品牌調(diào)性BRAND ESSENCE*品牌調(diào)性陳

46、述應(yīng)描述消費(fèi)者與品牌之間的關(guān)系。它不是流水賬式陳述品牌的所有支持點(diǎn)。寧愿更簡(jiǎn)單及深度地陳述對(duì)消費(fèi)者來說它是一個(gè)什么品牌。A brand essence statement describes the point of connection between a consumer and a brand. It’s not a laundry list of everything the brand stands for. Rather,

47、 it’s a simple yet profound statement of what the brand is to consumers.,可用的工具TERMS USED IN “BAR” DECK,品牌特征BRAND CHARACTER把品牌想象成一個(gè)人。這個(gè)是什么人？是否有重要的特征可從人群（其他品牌）中區(qū)分他或她的本質(zhì)？Thinks of the brand as a person. What’s at the h

48、eart and core of this human being? Is there some quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way?,可用的工具TERMS USED IN “BAR” DECK,品牌特征BRAND CHARACTE

49、R品牌特征陳述必須將其性質(zhì)清晰地與競(jìng)爭(zhēng)對(duì)手區(qū)分開來。The brand character statement should make it clear what human qualities make the brand stand apart from competitors in a meaningful way.,可用的工具TERMS USED IN “BAR” DECK,產(chǎn)品附加值PRODUCT PLUS在廣告中

50、可使用“產(chǎn)品附加值”去使品牌在市場(chǎng)中更具競(jìng)爭(zhēng)力。（如支持“最好”“更快”的主張）具有“產(chǎn)品附加值”，品牌必須確認(rèn)（1）在盲測(cè)基礎(chǔ)上（如消費(fèi)者測(cè)試時(shí)不知道品牌的名稱及）（2）在“上市”的基礎(chǔ)上。A “Product Plus” gives the brand a competitive advantage in the marketplace that can be used in advertising (e.g., supp

51、ort claims of “best”, “the most”, “faster”). To have a “product Plus,” the brand must be perceived as superior to leading competitors in two ways: (1) on a blind label basis (I.e., when consumers don’t know what brands

52、they are testing and (2) on an “as marketed” basis.,可用的工具TERMS USED IN “BAR” DECK,廣告目標(biāo)ADVERTISING OBJECTIVES廣告的任務(wù)是可以實(shí)現(xiàn)的。例如：The task or tasks the advertising can realistically accomplish. Some examples:品牌知名度的增加Inc

53、rease awareness of the brand加強(qiáng)或改變品牌的態(tài)度Reinforce or change an attitude about the brand,可用的工具TERMS USED IN “BAR” DECK,廣告目標(biāo)ADVERTISING OBJECTIVES產(chǎn)生轉(zhuǎn)變Generate trail使消費(fèi)信服并更多地使用產(chǎn)品Convince consumers to use the product

54、 more often,可用的工具TERMS USED IN “BAR” DECK,廣告目標(biāo)ADVERTISING OBJECTIVES產(chǎn)生轉(zhuǎn)變令消費(fèi)者信服并以新的方式使用產(chǎn)品（增加市場(chǎng)份額）Convince consumers to use the product in new ways (to generate incremental business volume)令消費(fèi)者信服并尋求更專業(yè)的意見Convince c