奥美广告奥美春季训练教材.pptVIP

? We think that the agency briefing formats you use are generally very good . The UPGA section on briefing is extremely clear . BUT . . . 我们认为各位所用的代理商简报格式大致上而言非常好。UPGA中 说明简报的部分也极为清楚。 但是 . . . 第六十二页，共九十七页。 ? The fact is that these formats are seldom used. Particularly outside the U . K . 事实上各位很少使用这些表格。特别是在英国以外的地区。 第六十三页，共九十七页。 ? Anything you and your colleagues can do to enforce your own rules could make a significant difference to the standard of briefing and thus the final advertising . 各位为了实行规则所做的努力都能使简报的水准和最终的广告产生很大的不同。 第六十四页，共九十七页。 ? On the same subject : briefing, we believe there is a strong case for an addition to the document relating to brand personality . 关于简报，我们认为有关品牌个性的资料中非常需要加入另 一项重点。 第六十五页，共九十七页。 ? In the current briefing outline a lot of attention is paid to positioning and product performance but very little to who the brand is . 在现有的简报纲要中，大部分的注意力都放在定位及产品功能方面，却很少注意到产品是谁。 第六十六页，共九十七页。 ? Most of the “big ideas” we all admire imbue the brand with an indelible character . If we are unable to define what that is, it probably points up a deficiency in the brand’s advertising . 大部分我们所赞赏的“大创意”都是以不可磨灭的鲜明个性影响品牌。如果我们无法界定出其个性，可能就会使品牌广告残缺不全。 第六十七页，共九十七页。 ? If we start writing brand personalities as an obligatory addendum to these documents, we would be more likely to maintain and build a brand’s personality, and very possibly we might breathe more life into the creative work itself . 如果我们开始撰写品牌个性，将其视为简报资料中必须包含的项 目，那么我们就比较能够建立并维持一项品牌个性，而且很可能 可以为创意作品本身注入更多的生命力。 第六十八页，共九十七页。 ? 4. A more general point: as there appears to be a fair amount of confusion about the difference between ideas and properties, perhaps more formal Unilever advertising courses should have practical sessions where those differences (ideas and properties) are examined in detail. 总括来讲：由于大家对创意及资产之间的差异似乎有很大的 困惑，也许在 Unilever 较正式的广告课程中应该包含实务方 面的讲习会，详细地检视那些差异（创意及资产）。 第三十页，共九十七页。 ? But I digress. 但我离题了。 第三十一页，共九十七页。 ? The campaign I’m going to show