麥肯工作手冊

銷售策略Selling Strategy
Brand/Product品牌/產(chǎn)品
Provide a succinct description of the Brand/Product to be advertised.
What position does the brand currently occupy in the consumer’s mind-and why?
目前品牌在消費者心目中的位置是什么，為什么會這樣？

品牌 品牌位置
新天利 網(wǎng)蟲DVD
How do we want to position the brand in the consumer’s mind? (E.g.. What conceptual space do we wand to own?)
我們期望品牌在消費頭腦中的形象和位置是什么？我們期望什么樣的定位？
功能： 可上網(wǎng)的DVD
心理： 輕松上網(wǎng)
品牌： 新天利
品牌 品牌位置 品牌目標
新天利 網(wǎng)蟲DVD 家庭網(wǎng)絡中心
Role of Advertising/Communications廣告的角色/傳達
What specifically is the role of the advertising and how does it fit the brand objective?
Conceptual Target 概念目標
What“natural”grouping of consumers, bound by a set of common values, attitudes, aspirations…
Do we wish to reach?
想上網(wǎng)但沒有電腦的家庭，此外他們也是DVD的潛在消費者
Core Desire 最核心的欲望
What deeply held desire, need, hope…fear of the Conceptual Target can the brand best fulfil?
輕松上網(wǎng)
How the Brand Best Fulfils the Core Desire 品牌如何最完美地滿足最核心的欲望
What is the functional/symbolic role of the product category in the live of the Conceptual Target?
Compelling Truth 強而有力的支持事實
What is the most compelling rationale to support the Role of the Product?
有何最有力的事實可以支持到產(chǎn)品和品牌？
強而有力的功能事實 特定事實 品牌
What is the spark that will propel the brand toward its objective?
有何思想閃光可推動品牌達到其品牌目標？
品牌 銷售意念 創(chuàng)意意念
What specifically is required of the agency and in what time frame?
創(chuàng)意策略 Creative Strategy
Client: Client Code: Product: Date:2000/3/28
Job Number:
BRAND PLAN品牌計劃:
Where is the brand?
(What is the brand’s current market and consumer situation?)
品牌在哪里？（目前品牌在市場和消費者心中的位置）
Why is the brand there? (What factors, dynamics or trends caused the current brand situation?)
品牌為什么在這里？(什么因素、動力或趨勢導致了品牌目前的狀態(tài)？)
Where should the brand go?(What goal can we set for the brand?)
品牌應向哪個方向走？（我們應該為品牌設定什么方向、目標？）How will the brand get there?
(What marketing communications efforts are required to achieve the goal set for the brand?)
品牌怎樣才能達到該目標？（怎么樣的營銷傳播效果可以達到為品牌設定的目標？）

“
BRAND POSITIONING PLATFORM品牌定位簡報:
1. Target Consumer:
(How can we define the target both demographically and psychographically)
目標消費者（怎樣界定目標消費群，從性別、年齡、收入以及個性、個人價值取向方面）

2. Brand Name:

3. Brand Personality:
品牌個性、性格:
4． Product/Competitive Frame:
產(chǎn)品/競爭架構：

5．Consumer Benefit: 消費者利益點
Rational:
Emotional:

6． Critical Support:

7、What is the essence of the brand?
品牌的核心是什么
BRAND POSITIONING STATEMENT品牌定位宣言：
對想____________來講，_________是__________的________________
目標消費群 品牌 品牌個性 競爭構架

因為________________________它是_____________________________
消費者利益 重要支持。
CREATIVE BRIEF創(chuàng)意說明：
What specifically do we expect this advertising to do?
有什么是我們特別希望這個廣告去做的
What insight do we have about our target consumers that will help us motivate them?
我們目標消費者有什么認識是可以幫助我們刺激誘導他們？
What do we want our target consumers to think and/or feel about our brand?
我們想目標消費者對我們的品牌有怎樣的認為，有怎樣的感覺？
hat single response do we want?
我們想要什么樣的單一回應
SELLING IDEA銷售意念：
t Fine, the selling idea is “Truth Well Told”. It is a compelling mental or physical fact-told in a distinctive, engaging way. The selling idea is the “STIMULUS”-through which we evoke the “RESPONSE” we want from the consumer.
THE DELIVERABLES傳播策略: What specifically is required of the Agency?(e.g., a single print ad; an integrated Total communications campaign-including direct mail, in-store promotional
materials, etc.)
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