The Planning Cycle 企划循环
The Planning Cycle
企划循环
A Continuous Process
持续断程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企划代理商接简报开始创意员进入工作开始
Nor does it end when the advertisement
appears in the media
企划会广告刊播媒体结束
The Cycle
循环
Recognizes the process is continuous
认知程持续断
Prsmpts a reexamination of the questionbefore as you answer each question
鼓励回答问题前重新检视问题
Draws attention to sequence and nature of decisions that have to be made
注意力集中必须决定前果质
Indicates role and focus of research at each stage
阶段指出调研角色重点
Suggests how research can contrbute effectively to decision making
建议调研效决策做出贡献
Keeps the brand centre stageas hero 品牌舞台核心英雄
A Brand Has Many Components
品牌许组成素
What Do We Do During The Cycle
循环里作什？
Context
龙脉
What is the state of the matket
市场状况？
What is the state of our brand vsthe market in inds&behavior of comsumers
消费者心智行品牌相较市场状况？
What is the status of each competitive brand
竞争品牌现状？
Brand Considerations
品牌考量
Competitive lineup 竞争者排序
Market position 市场定位
Sales pattern 销售量模式
Distribution patterns 铺货模式
Brand salience 品牌特色
How the brand appeals 品牌吸引
Marketing & advertising activity 行销广告活动
Where Could We Be
达处？
Market positionwhat shareDifferent sector
市场定位：什样占率？战场
Buyersusersget current users to use more
购买者者：现者更？
Attract new usersregain former users
吸引新消费者？找回前者？
Responsescould the brand be repositioned
回应：品牌重新定位？
What differences in responses could we get
回应？
What if we reexamine the source of business or target audience
果重新检视生意源目标象会什样结果？
What if we narrow the comprtitive frame Or broaden it
果窄化放宽竞争范畴会什结果？
What if we focus in early adopters within existing users
果聚焦集中现者里先驱者会什样结果？
What if we focus on the purchaser not the user(or vice versa)
果聚焦集中购买者者会什样结果？（反然）
What if we reexamine the source of business or target audience(contt)
果重新检视生意源目标象会什样结果？
What if we focus on former users
果焦点集中前者会什样结果？
What if disassociate ourselves from our current users
果现者联想起会什样结果？
What if we reexamine the way in which we treat our proposition
果重新检视张方式结果会样呢？
Really exaggerate the benefit or attitude
真正夸利益态度？
Flatter our comsumers
献媚消费者？
Imagine life without the brand
想象没品牌生活？
What if we reexamine the way in which we treat our proposition
果重新检视张方式结果会样呢？
Create a radically different kind of product demonstration
创造种彻底产品示范？
Change the tone of voice 改变说话语调？
Focus on the solution not the problem
焦点集中解决方式非问题？
Focus on a product demonstration in a category where one has nat been used before
焦点集中前未产品示范？
Sources of brand growth
品牌成长源
An example
举例
Four stages of advertising development
广告发展四阶段
Is the intended message executed clearly
想说讯息说清楚没？
Is the core advertising idea strong
核心创意点子够强？
What adjustments to the creative execution are needed
创意执行否需调整处？
Four stages of advertising development
广告发展四阶段
How impactful is the advertising likely to be
广告击力？
How involving is the advertising likely to be
广告参力？
Are any final adjustments apparent
没调整作？
Does the campaign have any arder effect
整广告活动效果没序性？
How confident are we that these results will be replicated in the real world
结果实现真实世界中信心？
Qualitative vs Quantitative
质化VS量化
Understanding 解
Investigation审查
Why and how什
Dig deeper into psyche
挖掘心灵深处
Emotional and rational
感性理性
Motivational动机导
Strategy 策略
Creative 创意
Pretesting事前测试
Investigative interviewing
研究性访问
Free fiowing流程
Qualitative vs Quantitative
质化VS量化
Understanding 解
Investigation审查
Why and how什
Dig deeper into psyche
挖掘心灵深处
Emotional and rational
感性理性
Motivational动机导
Strategy 策略
Creative 创意
Pretesting事前测试
Investigative interviewing
研究性访问
Free fiowing流程
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The Planning Cycle
企划循环
A Continuous Process
持续断程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企划代理商接简报开始创意员进入工作开始
Nor does it end when the advertisement
appears in the media
企划会广告刊播媒体结束
The Cycle
循环
Recognizes the process is continuous
认知程持续断
Prsmpts a reexamination of the questionbefore as you answer each question
鼓励回答问题前重新检视问题
Draws attention to sequence and nature of decisions that have to be made
注意力集中必须决定前果质
Indicates role and focus of research at each stage
阶段指出调研角色重点
Suggests how research can contrbute effectively to decision making
建议调研效决策做出贡献
Keeps the brand centre stageas hero 品牌舞台核心英雄
A Brand Has Many Components
品牌许组成素
What Do We Do During The Cycle
循环里作什？
Context
龙脉
What is the state of the matket
市场状况？
What is the state of our brand vsthe market in inds&behavior of comsumers
消费者心智行品牌相较市场状况？
What is the status of each competitive brand
竞争品牌现状？
Brand Considerations
品牌考量
Competitive lineup 竞争者排序
Market position 市场定位
Sales pattern 销售量模式
Distribution patterns 铺货模式
Brand salience 品牌特色
How the brand appeals 品牌吸引
Marketing & advertising activity 行销广告活动
Where Could We Be
达处？
Market positionwhat shareDifferent sector
市场定位：什样占率？战场
Buyersusersget current users to use more
购买者者：现者更？
Attract new usersregain former users
吸引新消费者？找回前者？
Responsescould the brand be repositioned
回应：品牌重新定位？
What differences in responses could we get
回应？
What if we reexamine the source of business or target audience
果重新检视生意源目标象会什样结果？
What if we narrow the comprtitive frame Or broaden it
果窄化放宽竞争范畴会什结果？
What if we focus in early adopters within existing users
果聚焦集中现者里先驱者会什样结果？
What if we focus on the purchaser not the user(or vice versa)
果聚焦集中购买者者会什样结果？（反然）
What if we reexamine the source of business or target audience(contt)
果重新检视生意源目标象会什样结果？
What if we focus on former users
果焦点集中前者会什样结果？
What if disassociate ourselves from our current users
果现者联想起会什样结果？
What if we reexamine the way in which we treat our proposition
果重新检视张方式结果会样呢？
Really exaggerate the benefit or attitude
真正夸利益态度？
Flatter our comsumers
献媚消费者？
Imagine life without the brand
想象没品牌生活？
What if we reexamine the way in which we treat our proposition
果重新检视张方式结果会样呢？
Create a radically different kind of product demonstration
创造种彻底产品示范？
Change the tone of voice 改变说话语调？
Focus on the solution not the problem
焦点集中解决方式非问题？
Focus on a product demonstration in a category where one has nat been used before
焦点集中前未产品示范？
Sources of brand growth
品牌成长源
An example
举例
Four stages of advertising development
广告发展四阶段
Is the intended message executed clearly
想说讯息说清楚没？
Is the core advertising idea strong
核心创意点子够强？
What adjustments to the creative execution are needed
创意执行否需调整处？
Four stages of advertising development
广告发展四阶段
How impactful is the advertising likely to be
广告击力？
How involving is the advertising likely to be
广告参力？
Are any final adjustments apparent
没调整作？
Does the campaign have any arder effect
整广告活动效果没序性？
How confident are we that these results will be replicated in the real world
结果实现真实世界中信心？
Qualitative vs Quantitative
质化VS量化
Understanding 解
Investigation审查
Why and how什
Dig deeper into psyche
挖掘心灵深处
Emotional and rational
感性理性
Motivational动机导
Strategy 策略
Creative 创意
Pretesting事前测试
Investigative interviewing
研究性访问
Free fiowing流程
Qualitative vs Quantitative
质化VS量化
Understanding 解
Investigation审查
Why and how什
Dig deeper into psyche
挖掘心灵深处
Emotional and rational
感性理性
Motivational动机导
Strategy 策略
Creative 创意
Pretesting事前测试
Investigative interviewing
研究性访问
Free fiowing流程
文档香网(httpswwwxiangdangnet)户传
《香当网》用户分享的内容，不代表《香当网》观点或立场，请自行判断内容的真实性和可靠性！
该内容是文档的文本内容，更好的格式请下载文档
