蝶变20实战版工具－传播方向.pptVIP

简报里主要的问题 效果评估指标 商业课题(为什么会有这简报？) 传播的结果,是想要目标对象“做”什么? 为了实现以上目标，我们期望传播活动怎样运作？ 我们想要影响的对象是？ 我们要传递的是什么？ 什么可以帮助人们更“明了”所要传递的？ 是什么可以帮助人们更能“感觉”到要传递的？ 传播渠道 Business Issue - Why is this brief here? “商业课题”- 为什么会有这简报？ What do we want people to DO as a result of this communication?传播的结果,是想要目标对象报“做”什么? What do we want people to DO as a result of this communication?传播的结果,是想要目标对象报“做”什么? What do we want people to DO as a result of this communication?传播的结果,是想要目标对象报“做”什么? How do we expect communications to work towards achieving this?为了实现以上目标，我们期望传播活动怎样运作？ 是逻辑化的推进… Who are we trying to influence?我们想要影响的对象是？ Who are we trying to influence?我们想要影响的对象是？ What are we trying to convey?我们要传递的是什么？ 来自文庆的比喻 我也有一个比喻 创意传播方向 创意传播方向 What will help people to FEEL this?是什么可以帮助人们更能“感觉”到要传递的？ Channel 传播渠道 Mandatories 必须的 Success Criteria 效果评估指标 everyone in the whole business is doing that, specific rather than general everyone in the whole business is doing that, specific rather than general everyone in the whole business is doing that, specific rather than general everyone in the whole business is doing that, specific rather than general Hope you can see a logical progression in these first three questions. Ideally, “harder but more rewarding to complete’ In the context of the strategy we’ve set out in the role for communication – who is it we need to influence and how (if at all) do they currently think, feel and behave towards the brand/category/product area? We need to bring this audience to life in a way that will help the creative team get inside their heads. In the context of the strategy we’ve set out in the role for communication – who is it we need to influence and how (if at all) do they currently think, feel and behave towards the brand/category/product area? We need to bring this audience to life in a way that will help the creative team get inside their heads. * * * 黑弧奥美 品牌思考与工具培训 – 蝶变2.0实战版 第三步 Do Brief与创意传播方向 Do Brief与创意传播方向 Do Brief　仍然需要！ 而且格式没有改变！ 回顾D