[工程科技]经典中的经典：奥美360度品牌管理咨询报告360shchi2.pptVIP

* * How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view * How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view * Pond’s Tiger Pore Print (September 1998) Skincare category highly competitive (500+ brands) Media objective: cut-through cluttered women’s magazines (a high-involvement environment) MindShare solution? ‘Double-expos