经典营销广告案例.pptxVIP

策略行销工具箱Strategic Marketing Tool Box(1)Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy Mather. Copy right is retained byColin Benjamin and Ogilvy MatherAsia PacificJean LinSeptember 1998BASIC TOOLKITWHY乱流改变五大要素WHAT竞争优势策略意图IWHOAEIOU九宫格乱流 (Turbulence)定义：当你经验某种完全无法预知的状况之时，你就会产生乱流。Definition: experiencing something totally unsettling that you can’t predict.了解“乱流度”能帮助我们推知产业或消费者，为何产生某种反应，以及如何帮助他们处在比较舒适的乱流 度中。乱流的来源 (Source of Turbulence)模棱两可Ambiguity不确定Uncertainty+=复杂Complexity机会Opportunity乱流Turbulence+=似是而非Paradox惊奇Su