Planning Structure
- 2. Goal of this workshop Connect “planning” and “creation” Build up the standard process
- 3. What will you get-
- 4. What will you get from planning to creative
- 5. What “ What you say in advertising is more important than how you say it. “ “ The consumer isn't a moron; she is your wife.” David Ogilvy
- 7. Big Idea
- 8. how to come up with a big idea "You will find between every product and some consumers , there is an individuality relationship which may lead to a new idea.” James Webb Young
- 9. What will you get- Process from planning to creative
- 10. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Know the situation Find the obstacle Main Creative Solutions Relevancy What to say Relationship How to say
- 11. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable External Anls. Internal Anls. SWOT Big Problem AD Goal STP Core concept IMC tools Media Return to Goals Media Effects
- 12. What will you get- Process from planning to creative
- 13. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Planning background Brief Points of this proposal
- 14. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable External Anls. Internal Anls. Environment Anls.: PEST (Policy, Economic, Society, Technology) Industry Anls.: Industry development, trends Market Anls.: market range, shares, benefits Competitor Anls.: who, main&second Consumer Anls.: basic data, behaviors, values, Life style
- 15. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable External Anls. Internal Anls. Product Anls.: * basic info: ingredients, attrbutes * marketing: 4P (product, price, place, promotion) *promotion: awareness, preference Organization Anls.
- 16. What will you get- Process from planning to creative
- 17. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable SWOT Big Problem AD Goal S trengths W eakness O pportunities T reats
- 18. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable SWOT Big Problem AD Goal according to SWOT , find out the Big problem
- 19. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable SWOT Big Problem AD Goal establish Goals according “ Big Problem ” Main Goals & Secondary Goals specify goals by numbers set TA (Target Audience)
- 20. What will you get- Process from planning to creative
- 21. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable STP Core concept
- 22. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable STP Core concept the point of IMC is “ One Voice ” propose the “ Core Concept ” according to the “Big Problem” connect the whole plan with it Slogan/Logo/Copy
- 23. What will you get- Process from planning to creative
- 24. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable IMC tools Media Advertising Place Online Events PR (Public Relations) SP (Sales Promotion) PS (Personal Sales) DM (Direct Marketing)
- 25. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable IMC tools Media TV Radio Newspaper Magazines Outdoors Websites Keyword search blogs creative media/ media creative
- 26. What will you get- Process from planning to creative
- 27. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Return to Goals Media Effects KPI (Key Performance Indicators) Quantification : sales, reach, participants, ranking Qualification : awareness, preference
- 28. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Return to Goals Media Effects exposures clicks/impression/CTR
- 29. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Budget Timetable Campaigns Budget ‘000 A R$ 50 B R$ 120 C R$ 70 Total Budget R$ 240
- 30. Overview Background Analysis Goal Strategy Execution Evaluation Budget Timetable Budget Timetable Awareness Interest Loyalty MSN banner Summer Evnents Catalogues/emails Trial/coupons Official website/epapers/members AD PR DM SP Web 2009 Feb. Mar. Apr. May Date 1~ 15 16~ 28 1~ 15 16~ 31 1~ 15 16~ 30 1~ 15 16~ 31
- 31. What will you get- Process from planning to creative
- 32. Others Practically, Logically, Coherently Simple, easy to understand More tables, charts; less words Planning/Proposal is the beginning of persuasions!
- 33. Creative Briefing Who? What he/she wants? Why does/doesn’t?
- 34. Creative Briefing Topic Product Benefits & Attributes Objective Usage Occasion Competitor/Substitute Positioning Brand Image/Personality Must Show Ideas
- 35. Q&A
- 36. Play Time
- 37. HOW CAN YOU HELP? Clients-CVR -I want to boost the sale of my beer products. -I want everybody loves my beer products.