廣告策略

廣告策略 ADVERTISING STRATEGY
每個(gè)客戶與代理商都希望廣告是能令人振奮的；
Every client and agency expects an advertising strategy that informs and inspires.

代理商希望廣告的策略具有連結(jié)品牌與消費(fèi)者的關(guān)聯(lián)性。
The agency expects the advertising strategy to make a meaningful connection between the brand and the consumer.

廣告策略 ADVERTISING STRATEGY
我們 (客戶服務(wù)與創(chuàng)意人員一起工作）必須提供一個(gè)是觀眾心聲的賣點(diǎn)。
We（Client Service working with the Creative ) must provide a leverageable insight about that relationship.

如果我們要?jiǎng)?chuàng)作出一個(gè)能推動(dòng)客戶銷售的廣告，我們必須明確廣告在復(fù)雜的市場(chǎng)競(jìng)爭(zhēng)中被運(yùn)用的角色。
If we are to creative advertising that will move the client’s business forward, we must pinpoint the role of advertising that will play in the complex marketplace arena.
廣告策略 ADVERTISING STRATEGY
以下是一個(gè)在我們應(yīng)用的廣告策略撰寫格式。
The following is an Advertising Strategy Format which will be improvised here in our office.

每一品牌都必須有此品牌策略文件。
EACH BRAND SHOULD HAVE THIS BRAND STRATEGY FILE.








4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）

主要競(jìng)爭(zhēng)者：可包括從消費(fèi)者角度來看的任何客戶品牌的競(jìng)爭(zhēng)品牌（如：用于控制昆蟲類產(chǎn)品中所分離出來的“家用藥劑”市場(chǎng)）。他們是什么，還有其他，是否所有品牌都包括在內(nèi)？他們有什么優(yōu)勢(shì)；哪里易受攻擊（品質(zhì)，價(jià)格，通路，廣告等）？
Key competitors: Can include anything client’s brand competes with from the consumer’s point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality, price, distribution, advertising, etc.)?

4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）

客戶品牌是否有產(chǎn)品附加值？它是否有（其它）意義及/或與競(jìng)爭(zhēng)對(duì)手不同的賣點(diǎn)？（關(guān)于產(chǎn)品及/或概念測(cè)試的結(jié)果均可）
Does client’s brand have a product plus*? What are (other) meaningful and/or perceivable points of difference vs. Competition? (Attach product and/or concept test results if available.)

4、市場(chǎng)寫真MARKETPLACE REALITIES（續(xù)）

見附后的詳細(xì)說明
See Appendix for definition of term.

5、目標(biāo)消費(fèi)者TARGET CONSUMER

誰是主要的聲音來源--其中最能鑒定客戶達(dá)到他們的市場(chǎng)目標(biāo)的（如新使用者，重度使用者，流失的使用者等）
Who is the key source of volume--the one most critical to client achieving their marketing goals (e.g., new market entrants, heavy users, lapsed users, etc.)

5、目標(biāo)消費(fèi)者TARGET CONSUMER（續(xù)）

對(duì)于此目標(biāo)他們最關(guān)注的內(nèi)容是什么？我們的品牌？競(jìng)爭(zhēng)者？他們?cè)诜N類中尋找什么？品牌和產(chǎn)品？什么“觸點(diǎn)”可被廣告使用？（此項(xiàng)必須使用消費(fèi)者的語言。）
What insights have been uncovered…about this target? Their relationship to the category? Our brand? Competition? What do they seek from the category, brands and products? What “triggers” can advertising use? (This should be in consumer language.)

5、目標(biāo)消費(fèi)者TARGET CONSUMER（續(xù)）

包括統(tǒng)計(jì)的，心理的或其他不同的特征。
Include demographics, psychographics or other distinguishing features.

6、廣告目的Advertising Objective

在建立品牌目標(biāo)中，廣告的角色是什么呢？一個(gè)清晰及必要的廣告目標(biāo)必須直接凌架于所有分析之上。
What is the role of advertising in building the brand with the target? A clear and necessary advertising objective* should flow directly out of the above analyses.

6、廣告目的Advertising Objective（續(xù)）

尤其是廣告所表現(xiàn)出來的什么行為及/或反應(yīng)態(tài)度是否可引導(dǎo)客戶達(dá)到其市場(chǎng)目標(biāo)？
Specifically, what behavioral and/or attitudinal response can advertising elicit that will help achieve client’s marketing goals?

6、廣告目的Advertising Objective（續(xù)）

見附后的詳細(xì)說明
* See Appendix for definition of term.


廣告的理論或前輩都指出，合作的精神是代理商能在傳統(tǒng)的廣告概念中釋放出有關(guān)聯(lián)性但意想不到的溝通意念，最終可幫助客戶達(dá)到其整體銷售目標(biāo)的。
In the spirit of partnership, the Agency goes beyond traditional advertising ideas to deliver other relevant yet unexpected communication ideas that can help achieve client’s overall marketing goals, complement the advertising, or address a critical issue.

在以下內(nèi)容中，識(shí)別信息的機(jī)會(huì)及哪里是適當(dāng)?shù)?，主?dòng)去捕捉目標(biāo)。
From the following areas, identify such communication opportunities and, where appropriate, capture the objectives for each initiative, below.


特殊目標(biāo)機(jī)會(huì)Special Target Opportunities:

直接反應(yīng)Direct Response:

公共關(guān)系Public Relations:


包裝Packaging:

促銷Promotions:

店銷/間接的POS/Collateral:

互換Interactive:
廣告策略ADVERTISING STRATEGY 為For:_____________________________________________________ (品牌，產(chǎn)品，地區(qū)Brand, Product, Country)
品牌定位Brand Positioning:
廣告目標(biāo)Advertising Objective:

CONVINCE THIS PERSON… THAT… BECAUSE… SO THAT THEY WILL…










被認(rèn)可的定位：——————————被認(rèn)可策略：——————————日期：
Positioning Approved: ________Strategy Approved:_____________ Date: _________

陳述技術(shù)支持點(diǎn)與利益點(diǎn)的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS
技術(shù)陳述 Technology Attribute Statements 利益陳述Benefit Statements*

包含全新的脂肪代用品 好吃但不含脂肪
Contains a new fat substitute Provides great taste but is low in fat
10秒內(nèi)殺死飛蟲 使用后不再有飛蟲
Kills insects within 10 seconds after spraying No insects running around after being sprayed
無味 Contains no fragrance 無刺激Non-irritating
防止小孩使用的包裝 不用擔(dān)心小孩會(huì)被包裝遮蓋
Child-resistant packaging No fear about child getting into package
殺死細(xì)菌 為我家人提供一個(gè)干凈的環(huán)境
Kills germs Makes my home healthier for my family
陳述技術(shù)支持點(diǎn)與利益點(diǎn)的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS

定位POSITIONING*

品牌的“定位”是與競(jìng)爭(zhēng)對(duì)手所設(shè)定的，如品牌具有的，比競(jìng)爭(zhēng)對(duì)手好的，重要的利益或好處（通常是合理的）。定位陳述必須包括以下內(nèi)容：
The brand’s “positioning”is the place the brand occupies in the consumer’s mind relative to other brands in the competitive set--I.e., the important benefit or benefits (usually rational) that the brand stands for better than competition. The positioning statement needs to specify the following:

定位POSITIONING*

目標(biāo)消費(fèi)者，目標(biāo)消費(fèi)群是品牌最忠實(shí)的購買者。
Target Audience , Those consumers who are the most likely buyers of the brand .

在消費(fèi)者細(xì)分的品牌或產(chǎn)品中，什么是可被我們的品牌有效替代的。
Frame of Reference Consumers grouping of brands or products for which our brand can effectively substitute .

定位POSITIONING*

指出不同點(diǎn)。單一承諾能從競(jìng)爭(zhēng)對(duì)手中區(qū)分我們的品牌。
Point of Difference The unique benefit that separates our brand from competition .

原因，為什么。
Reason(s) Why .

產(chǎn)品品質(zhì)提供了什么最令人信服的理由能令消費(fèi)者相信它是與眾不同的。
The product attributes that provide the most convincing reason(s) to believe the point of difference.

品牌調(diào)性BRAND ESSENCE*

品牌個(gè)性是定義一個(gè)品牌與其他競(jìng)爭(zhēng)對(duì)手樹立的不同的內(nèi)容，品牌調(diào)性則是定義一個(gè)品牌與消費(fèi)者的關(guān)系---品牌帶給你生活甚至感情上及無形的感覺。
While BRAND POSITIONING defines a brand relative to other brands in its competitive set, BRAND ESSENCE defines a brand relative to its consumers -- bringing to life even the more emotional and intangible aspects of the brand.

品牌調(diào)性BRAND ESSENCE*

品牌調(diào)性陳述應(yīng)描述消費(fèi)者與品牌之間的關(guān)系。它不是流水賬式陳述品牌的所有支持點(diǎn)。寧愿更簡(jiǎn)單及深度地陳述對(duì)消費(fèi)者來說它是一個(gè)什么品牌。
A brand essence statement describes the point of connection between a consumer and a brand. It’s not a laundry list of everything the brand stands for. Rather, it’s a simple yet profound statement of what the brand is to consumers.

品牌特征BRAND CHARACTER

把品牌想象成一個(gè)人。這個(gè)是什么人？是否有重要的特征可從人群（其他品牌）中區(qū)分他或她的本質(zhì)？
Thinks of the brand as a person. What’s at the heart and core of this human being? Is there some quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way?

品牌特征BRAND CHARACTER

品牌特征陳述必須將其性質(zhì)清晰地與競(jìng)爭(zhēng)對(duì)手區(qū)分開來。
The brand character statement should make it clear what human qualities make the brand stand apart from competitors in a meaningful way.

產(chǎn)品附加值PRODUCT PLUS

在廣告中可使用“產(chǎn)品附加值”去使品牌在市場(chǎng)中更具競(jìng)爭(zhēng)力。
（如支持“最好”“更快”的主張）具有“產(chǎn)品附加值”，品牌必須確認(rèn)
（1）在盲測(cè)基礎(chǔ)上（如消費(fèi)者測(cè)試時(shí)不知道品牌的名稱及）
（2）在“上市”的基礎(chǔ)上。
A “Product Plus” gives the brand a competitive advantage in the marketplace that can be used in advertising
(e.g., support claims of “best”, “the most”, “faster”). To have a “product Plus,” the brand must be perceived as superior to leading competitors in two ways:
(1) on a blind label basis (I.e., when consumers don’t know what brands they are testing and
(2) on an “as marketed” basis.

廣告目標(biāo)ADVERTISING OBJECTIVES

廣告的任務(wù)是可以實(shí)現(xiàn)的。例如：
The task or tasks the advertising can realistically accomplish. Some examples:

品牌知名度的增加
Increase awareness of the brand

加強(qiáng)或改變品牌的態(tài)度
Reinforce or change an attitude about the brand

廣告目標(biāo)ADVERTISING OBJECTIVES

產(chǎn)生轉(zhuǎn)變
Generate trail

使消費(fèi)信服并更多地使用產(chǎn)品
Convince consumers to use the product more often

廣告目標(biāo)ADVERTISING OBJECTIVES

產(chǎn)生轉(zhuǎn)變
令消費(fèi)者信服并以新的方式使用產(chǎn)品（增加市場(chǎng)份額）
Convince consumers to use the product in new ways (to generate incremental business volume)

令消費(fèi)者信服并尋求更專業(yè)的意見
Convince consumers to seek advice for ma professional


等
Etc.


廣告策略