奥美广告THELANNINGCYCLE企划循环.doc

The Planning Cycle 企划循环? The Planning Cycle企划循环 A Continuous Process一个持续不断的过程 Planning does not start when the agency is briefed… or when the creative team stroll in to work 企划不是当代理商接到简报才开始的，也不是当创意人员进入工作才开始的。 Nor does it end when the advertisement appears in the media 企划也不会在广告刊播于媒体之后就结束。 The Cycle循环 Recognizes the process is continuous 认知到这个过程是持续不断的 Prsmpts a re-examination of the questionbefore as you answer each question 鼓励在回答每一个问题之前重新检视问题 Draws attention to sequence and nature of decisions that have to be made 将注意力集中到必须决定的前因、后果以及本质 Indicates role and focus of research at each stage 在每一阶段指出调研的角色和重点 Suggests how research can contrbute effectively to decision making 建议调研如何有效的对决策做出贡献 Keeps the brand centre stage,as hero 品牌是舞台的核心和英雄 A Brand Has Many Components一个品牌有许多组成要素 What Do We Do During The Cycle在循环里我们作些什么？ Context 来龙去脉 What is the state of the matket? 市场状况为何？ What is the state of our brand vs,the market in indsbehavior of comsumers? 在消费者的心智与行为上，我们的品牌相较于市场是何状况？ What is the status of each competitive brand? 每一竞争品牌的现状为何？ Brand Considerations品牌考量 Competitive line-up 竞争者排序 Market position 市场定位 Sales pattern 销售量模式 Distribution patterns 铺货模式 Brand salience 品牌特色 How the brand appeals 品牌如何吸引人 Marketing advertising activity 行销及广告活动 Where Could We Be?我们可以到达何处？ Market position:what share?Different sector 市场定位：什么样的占有率？不同的战场 Buyers/users:get current users to use more? 购买者/使用者：让现在的使用者用更多？ Attract new users?regain former users? 吸引新的消费者？找回以前的使用者？ Responses:could the brand be repositioned? 回应：本品牌可以重新定位吗？ What differences in responses could we get? 我们可以得到哪些不同的回应？ What if we re-examine the source of business or target audience?如果我们重新检视生意的来源或是目标对象会有什么样的结果？ What if we narrow the comprtitive frame? Or broaden it? 如果我们窄化或放宽竞争范畴，会有什么结果？ What if we focus in early adopters within existing users? 如果我们将聚焦集中在现有使用者里的先驱者，会有什么样的结果？ What if we focus on the purchaser not the user(or vice versa)? 如果我们将聚焦集中在