28. Suncom AdvertisingOBJECTIVE/ROLE OF AD
[策略方向·广告目标·消费者最需要解决的问题]
How will the client measure the success of this advertising?
29. Suncom AdvertisingTARGET AUDIENCE/PERSON PROFILE
[目标消费者·受众特性描述]
Whom am I talking to?
Ⅰ.基本结构:
Ⅱ.基本特征:
Ⅲ.基本生活态度:
Ⅳ.对于本(类)产品的基本态度:
Ⅴ.对于广告的基本态度:
Ⅵ.目标消费者需求洞察INSIGHT:
What is the most relevant thing I must know about him to be persuasive?
个案1:
个案2:
31. Suncom AdvertisingA POINT:CURRENT BELIEF & BEHAVIOR
[广告前消费者的行为和认知]
How does that person currently behave, and how would she explain that behavior in his own words?
32. B POINT:DESIRED BELIEF & BEHAVIOR
[广告后消费者的行为和认知]
How would you like him to behave, and how would he explain that behavior in his own words?Suncom Advertising
33. A-B POINT BUTTON:OUR PROMISE
[创意爆点·承诺传达·我们的承诺]
What will you say to him to affect that behavior?Suncom Advertising
34. SUPPORTS/REASONS WHY
[承诺支撑点·支持理由]
Why will he believe you? Suncom Advertising
35. TONE & MANNER/THE AD’S BEHAVIOR
[调性·风格]
How will he hear you? How will this ad look, feel, or sound different to him?Suncom Advertising
36. BRAND PERSONALITY
[拟人化品牌个性]Suncom Advertising
37. BRAND ASSETS
[品牌资产]
What brand properties and equities currently exist?Suncom Advertising
38. CREATIVE Elements
[创意元素]Suncom Advertising
39. REMARK
[其他必要提及]Suncom Advertising
40. OTHERS
[注意事项]Suncom Advertising
41. Submitted by (提交人): 日期:
Approved by (核准人): 日期:
Creative Director (创意总监): 日期:Suncom Advertising