电通提案案例(英文版).pptVIP

Dentsu Campaign Case Study Contents 1. Marketing Goal and Issue Marketing Goal Market Background Marketing Issue 2. Brand Issue Brand Essence of Lipovitan Status of the Brand as Seen in TV Commercial Analysis Analysis of a Competitor’s TV Commercial – Red Bull Issue for Lipovitan Brand 3. Communication Strategy Communication Goal Target Audience for Communication Target Audience’s Perceptions and Behavior Perception Change Goal andExpected Behavior Overall Campaign Structure Creative Strategy (Content) Creative Strategy (Content) TVCF (Content) Print Ads (Content) Print Ads (Content) P