传播渠道计划.pptxVIP

Communication Channel PlanningReviewHanoi, September 2000;;What we are going to cover today;;;The BrandKey;;Experience to Date;Communication Channel Planning;;;;CCP Business Benefits;CCP: All of the people all of the time;InstrumentaltoSuccess ;1;;;Benefit;First Principle;Second Principle;Prepare Preliminary Brand Budgets;;;;Calculate Gross Budgets; Phase 2: Select Communication Channels ;(i) Targeting - Principle; Persil Comfort Surf Domestos Jif;Lever’s Core Consumers;Understand the Target better;(ii) Set Measurable Objectives;Objectives - A Clear Sequence of Influences;Measu