智威湯遜廣告公司的運作流程

1、智威湯遜(J.W.T.)廣告公司的 運作流程智威湯遜（J.W.T.）廣告公司的運作流程IV）USER CHANCE使用者的變化V）USAGE CHANGE用法的變化BRAND POSTIONING 品牌定位BRAND STRATEGY 品牌策略How do we get there? 我們?nèi)绾蔚侥抢铮?. T-PLAN （ SUMMARY OF CREATIVE BRIFE）T-計劃（創(chuàng)意簡述）CREATIVE PROPOSALS 創(chuàng) 意建議MEDIA PROPOSALS媒體建議RESEARCH PROPOSALS 調(diào)查建議Are we getting there? 我們正在去那兒嗎？（廣告運

2、動6個月后檢查下列問題）PROPOSED DATE OF REVIEW 建議檢查的日期ACTUAL SALES PERFOMANCE VS. TARGET與目標相比實際的銷售成績CONSUMER RESEARCH EVALUATION消費者調(diào)查評估J.W.T.的品牌策略表 CLIENT （客戶）Brand （品牌）Where are we ?我們在哪里？Why are we there ?我們?yōu)楹卧谶@里？Where we could be ?什么可以幫助我們達到目的？What will help us get there?J. W. T.廣告運動計劃循環(huán)表Where are we? 我們在哪里

3、？1.SOCIAL AND ECONOMIC FACTORS社會和經(jīng)濟因素2.THE MAKET市場狀況I) THE MARKET ITSELF市場本身市場上的產(chǎn)品狀況市場上的人II ) PRODUCTS IN THE MARKETIII ) PEOPLE IN THE MARKET3.COMPLETETIVE POSITION競爭性的定位COMPANY POLICY公司政策Why are we there?我們?yōu)槭裁丛谶@兒？PAST BRAND AND COMPETITIVE ADVERTISING ANALYSIS過去的品牌和競爭性廣告分析PRODUCTS DESCRIPTION EVAL

4、UATION對產(chǎn)品的描述和評估THE CONSUMER : ATTITUDES & PERCEPTIONS消費者：態(tài)度和感覺FACTORS AFFECTING BRAND SALES影響品牌銷售的因素4. What is the key response we wa nt from the advertising?從廣告中我們想得到什么反應(yīng)？What information/Attributes might help produce this response?什么信息/特性有助于產(chǎn)生這種反應(yīng)？What Aspect of the brand personality should the advertising express?廣告應(yīng)表達品牌個性中的那些方面？Are there any media or budget consideration?有媒介或預(yù)算的考慮嗎？This could be help