communication plan传播计划ppt模板板下载[精品].ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * CREATIVE MEDIA USE创意性的媒介运用 Innovative use of a Branding Idea or inventive use of a Target Audience’s media consumption can be highly 创造性地使用一个“品牌意念” 或 创新地利用“目标顾客”对媒体的使用习惯 会十分有效 Think outside the 超出 的思考 CREATIVE MEDIA USE 创意性的 媒介运用 CREATIVE MEDIA USE 创意性的 媒介运用 A chewing gum that helps to prevent travel sickness 旅行者的口香糖 可以防止旅行时晕车船 旅行者口香糖 Sick Bag 晕机袋 美国航空公司 To A J. Walter Thompson Company BRANDING IDEA A pleasure that tastes so heavenly even an angel like you can’t resist it. Women (and their families) who love cream cheese 1st Branding Idea 品牌意念 Print, POS and on-pack leaflet 平面、售点广告及随产品附赠的单页 Posters 海报 To A J. Walter Thompson Company BRANDING IDEA A pleasure that tastes so heavenly even an angel like you can’t resist it. Women (and their families) who love cream cheese 1st Branding Idea【 品牌意念 Web Site 电脑网址 To A J. Walter Thompson Company BRANDING IDEA A pleasure that tastes so heavenly even an angel like you can’t resist it. Women (and their families) who love cream cheese 1st Branding Idea 品牌意念 Blimp 飞艇广告 To A J. Walter Thompson Company BRANDING IDEA A pleasure that tastes so heavenly even an angel like you can’t resist it. Women (and their families) who love cream cheese 1st Branding Idea 品牌意念 Developing a Communications Plan 发展一个传播计划 Total Branding全方位创建品牌 Audience 顾客对象 All Motorists 所有使用机动车辆的人 Fleet Managers 车队经理 Media/Opinion Leaders 传媒/领导舆论者 Staff/Garage Managers 职工/车库经理 Reposition Esso as the oil major that offers quality fuel at unbeatable prices 重新确立埃索公司提供价廉质优的石油的定位 Overall Objective 总体目标 Transform overall image 改变总体形象 With the Fleet Card, demonstrate the new value of the ESSO service 用车队卡展示埃索服务的新价值 Lead the debate 带头运行辩证 Reinvigorate and excite 注入活力，焕发生机 All Motorists Transform ov