策略創(chuàng)意PPT學(xué)習(xí)教案

1、會(huì)計(jì)學(xué)1策略創(chuàng)意策略創(chuàng)意第1頁/共31頁第2頁/共31頁第3頁/共31頁第4頁/共31頁第5頁/共31頁行銷像巫術(shù)，復(fù)雜而神秘。但你若仔細(xì)推敲，就應(yīng)該能將行銷問題過濾成一句簡單的話，而且這個(gè)步驟一定要在廣告定案之前完成-喬治 路易斯策略分析What to sayHow to say(How to showHow to special)創(chuàng)意發(fā)想賣點(diǎn)（特點(diǎn)/屬性/附加價(jià)值）第6頁/共31頁ClientOrientationAgencyAccount DirectorAccount ManagerAccount ExecutiveCore Of StrategyBriefingCreative Di

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3、Media DirectorMedia PlannerCreative StrategyCreative ConceptCreative DevelopmentTone & MannerPromiseMedia StrategyMedia PlanMarketing Strategyl Backgroundl Marketing Aimsl Target Market (Target Group)l Competitive Framel Consumer Perceptionl Product/Service Informationl Mandatoriesl Ad Budget & Form

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6、ccount ManagerAccount ExecutiveCore Of StrategyBriefingCreative DirectorCopywriter & Art DirectorMedia DirectorMedia PlannerCreative StrategyCreative ConceptCreative DevelopmentTone & MannerPromiseMedia StrategyMedia PlanStrategy Briefl Backgroundl Marketing Aimsl Advertising Objectivesl Target Mark

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8、ROBLEM?l Rationall Sensoryl Emotional第10頁/共31頁ClientOrientationAgencyAccount DirectorAccount ManagerAccount ExecutiveCore Of StrategyBriefingCreative DirectorCopywriter & Art DirectorMedia DirectorMedia PlannerCreative StrategyCreative ConceptCreative DevelopmentTone & MannerPromiseMedia StrategyMed

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12、nall Sensoryl EmotionalFABUnique Selling PointPromisePostioning第14頁/共31頁第15頁/共31頁第16頁/共31頁第17頁/共31頁第18頁/共31頁第19頁/共31頁第20頁/共31頁第21頁/共31頁第22頁/共31頁ClientOrientationAgencyAccount DirectorAccount ManagerAccount ExecutiveCore Of StrategyBriefingCreative DirectorCopywriter & Art DirectorMedia DirectorMedia

13、 PlannerCreative StrategyCreative ConceptCreative DevelopmentTone & MannerPromiseMedia StrategyMedia PlanStrategy Briefl Backgroundl Marketing Aimsl Advertising Objectivesl Target Market (Target Group)l Competitive Framel Consumer Perceptionl Consumer Benefitl Supporting Pointsl Tone & Mannerl Manda

14、toriesl Ad Budget & Formatl Deadline & Other RequirementsReason Why ?第23頁/共31頁ClientOrientationAgencyAccount DirectorAccount ManagerAccount ExecutiveCore Of StrategyBriefingCreative DirectorCopywriter & Art DirectorMedia DirectorMedia PlannerCreative StrategyCreative ConceptCreative DevelopmentTone & MannerPromiseMedia StrategyMedia PlanIDEACr