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Planning Advertising and Integrated Brand Promotion, Khi phân tích 1 kế…
Planning Advertising and Integrated
Brand Promotion
Creative brief
THE GOALS
a view of what the advertising
needs
a clear understanding of the people the
advertising must address.
clear direction on the message
KEY ELEMENTS
What is the goal?
What is the barrier?
Who do we need to talk to?
Why will they care?
What’s the message?
THE OIIC OF
SAATCHI & SAATCHI
OBJECTIVE:
What is the end objective of the campaign?
ISSUE:
What is preventing people from doing/thinking what we want them to do/think?
INSIGHT
: Which human truth could we capitalize on to unlock the issue?
CHALLENGE
: Based on the defined insight, what should the campaign achieve?
MESSAGE
: What’s the one thing the target audience should keep in mind?
ADVERTISING PLAN
COMPONENTS
Introduciton => Situation Analysis => Objectives => Budgeting => Strategy =>Execution => Evaluation
ADVERTISING
PROCESS
Client briefing => Strategic
planning => Campaign development => Production & Execution => Evaluation
Tìm big idea
Reasearch
Tìm chân dung kH
Tìm Hành trình mua hàng
Sở thích
Nhu cầu
Interest
Insight
Tác động đúng cái điều họ đang cần thi sẽ ra được thông điệp ( thông qua nỗi đau và sự khao khát mong muốn có)
THE STRATEGIC
PLANNING
The agency
Creative perspective
The client
Business perspective
The target
Audience perspective
Khi phân tích 1 kế hoạch mkt nên đứng ơ góc độ The tareget. Sau đó đứng ở góc độ Client