广告策略管理.ppt

广告策略  ADVERTISING STRATEGY;广告策略 ADVERTISING STRATEGY;广告策略 ADVERTISING STRATEGY;广告策略 ADVERTISING STRATEGY;1、品牌市场目标BRAND MARKETING OBJECTIVES 陈述品牌的全部市场目标 State the brand’s overall marketing objectives （它们应该是具代表性及主要的市场目标—销售、占有率等。--它们是从广告中明确、客观地分离出来的） (These are typically broad business objectives--sales, share, etc. --That are separate from the specific objectives for the advertising.）;2、品牌定位BRAND POSITIONING 如果有一已确定的品牌定位陈述，请写下。 If there is an agreed upon brand positioning* statement, state it here. 如果没有，请写下需优先的内容。 If not, this is the first priority.;2、品牌定位BRAND POSITIONING（续） 此定位不可因时间及产品的不同而改变的，必须与其全球的定位保持一致。 The positioning should not change from year to year, or product to product. Must also align with Regional and Global positions if they exist.;3、品牌调性BRAND ESSENCE 如果有一已确定的品牌精神，请陈述。如果有录象，应包括在本单内。 If there is an agreed upon brand essence* statement, state it here. If there is a video, include it with the assignment. 中国最大的资料库下载 如果没有已确定的品牌精神，确认包含一个品牌“特征”，需策略性陈述。 If no brand essence has been agreed to, make sure to include a brand “character”* statement in the strategy. ;3、品牌调性BRAND ESSENCE（续） （用主要驱动品牌的，与整体环境有关联的东西去建立品牌精神，贯穿广告公司与客户，直至广告完成） (Develop brand essence on key drive brands in conjunction with regional Pubkicis AD-Link staff--and client input--once advertising is complete.);3、品牌调性BRAND ESSENCE（续） *后附详细的解述 See Appendix for definition of term.;4、市场写真MARKETPLACE REALITIES 提供一个最新的市场。此市场是客户所喜爱的动力或是会阻碍客户达到其市场目标的？请思考 Provide a snapshot of the marketplace today. Are there dynamics that work in client’s favor or against client to achieve their marketing objectives? Consider… 市场/分割大小，趋势，份额及流通的理由。 Market/segment size, trends, shares and reasons for current status.;4、市场写真MARKETPLACE REALITIES（续） 主要竞争者：可包括从消费者角度来看的任何客户品牌的竞争品牌（如：用于控制昆虫类产品中所分离出来的“家用药剂”市场）。他们是什么，还有其他，是否所有品牌都包括在内？他们有什么优势；哪里易受攻击（品质，价格，通路，广告等）？ Key competitors: Can include anything client’s brand competes with from the consumer’s point of view (e.g., “home remedies” for insect control in emerging marke