奥美广告_The_Planning_Cycle_企划循环
The Planning Cycle 企划循环

The Planning Cycle
企划循环
A Continuous Process
一个持续不断的过程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企划不是当代理商接到简报才开始的，也不是当创意人员进入工作才开始的。
Nor does it end when the advertisement
appears in the media
企划也不会在广告刊播于媒体之后就结束。
The Cycle
循环
Recognizes the process is continuous
认知到这个过程是持续不断的
Prsmpts a re-examination of the questionbefore as you answer each question
鼓励在回答每一个问题之前重新检视问题
Draws attention to sequence and nature of decisions that have to be made
将注意力集中到必须决定的前因、后果以及本质
Indicates role and focus of research at each stage
在每一阶段指出调研的角色和重点
Suggests how research can contrbute effectively to decision making
建议调研如何有效的对决策做出贡献
Keeps the brand centre stage,as hero 品牌是舞台的核心和英雄
A Brand Has Many Components
一个品牌有许多组成要素
What Do We Do During The Cycle
在循环里我们作些什么？

Context
来龙去脉

What is the state of the matket?
市场状况为何？
What is the state of our brand vs,the market in inds&behavior of comsumers?
在消费者的心智与行为上，我们的品牌相较于市场是何状况？
What is the status of each competitive brand?
每一竞争品牌的现状为何？
Brand Considerations
品牌考量
Competitive line-up 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 品牌如何吸引人
Marketing & advertising activity 行销及广告活动
Where Could We Be?
我们可以到达何处？
奥美广告_The_Planning_Cycle_企划循环