GIỚI THIỆU VỀHOẠCH ĐỊNH CHIẾN LƯỢCTRONG QUẢNG CÁO
THỰC TẾ LÀ             “Nobody reads             advertising.             People read             what they want          ...
SỰ THAY ĐỔI TÍCH CỰC: “INFORM TO INVOLVE”  SEND BRAND MESSAGE                            MAKE USEFUL BRANDED CONTENT      ...
“Marketer”               “Consumer”             “Planner”“Account                  “Creative person”                   per...
“Marketer”               “Consumer”“Technologist                          “Architecture                     “Planner”     ...
“Marketer”                “Consumer”      Product & brand                       Insight & issue  “Technologist            ...
Marketer                                            Brand             Business                   Market                  M...
- Buổi 1: What is strategic planning? Contributionof Strategic Planning.                                     “Planner”Care...
Buổi 6 – 9: from big idea to digital campaign planning• Buổi 6: Big ideas - what is big idea? From     “Planner”  business...
© 2012 Ho Cong Hoai Phuong
Buổi 10 - 12: Functional creative/tactic on digital medium:• Buổi 10: From campaign idea to         “Technologist   “Creat...
• Buổi 13: Take brief & brainstorm  – Nhận yêu cầu của khách hàng và brainstorm• Buổi 14: internal presentation.  – Thuyết...
• Chân dung một Digital Strategic Planner:http://www.slideshare.net/aiimeducation/digital-strategic-plannerwho-are-you-   ...
XIN CẢM ƠN
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
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[Digital Strategic Planning]_[Course outline]_AiiM 2012 June

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Outline khóa học Digital Strategic Planning của AiiM.

Xem thêm outline và đăng ký học thử tại:

http://aiim.edu.vn/khoa-hoc/digital-strategic-planning/

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[Digital Strategic Planning]_[Course outline]_AiiM 2012 June

  1. 1. GIỚI THIỆU VỀHOẠCH ĐỊNH CHIẾN LƯỢCTRONG QUẢNG CÁO
  2. 2. THỰC TẾ LÀ “Nobody reads advertising. People read what they want to read and sometimes it’s an ad” – Howard Luck Gossage
  3. 3. SỰ THAY ĐỔI TÍCH CỰC: “INFORM TO INVOLVE” SEND BRAND MESSAGE MAKE USEFUL BRANDED CONTENT ADD TANGIBLE VALUES TO PRODUCT CREATE MEANINGFUL BRANDED CONVERSATION CREATE BRAND EXPERIENCE IN AN ENTERTAINING WAY
  4. 4. “Marketer” “Consumer” “Planner”“Account “Creative person” person”
  5. 5. “Marketer” “Consumer”“Technologist “Architecture “Planner” ” ” “Account “Creative person” person”
  6. 6. “Marketer” “Consumer” Product & brand Insight & issue “Technologist “Architecture “Planner” ” Thinking & ” Technology Medium planning & planningenhancement integration process “Account “Creative person” person” Take brief – write Debrief – Creative on brief – brief to team Digital medium
  7. 7. Marketer Brand Business Market Manager Consultant researchBất cứ trường Junior Planning Head of Planner đại học nào planner Director Planning Account Account General Director Manager Creative Digital expert
  8. 8. - Buổi 1: What is strategic planning? Contributionof Strategic Planning. “Planner”Career Path of Strategic Planner.- Buổi 2: Lessons from marketers: from marketing “Marketer”principles to communication product ondigital space. “Architecture- Buổi 3: Category & product issues “Planner” ” + consumer insights. “Account- Buổi 4: Brief in communication person” “Account “Creative- Buổi 5: Interact & brief to creative person” person”
  9. 9. Buổi 6 – 9: from big idea to digital campaign planning• Buổi 6: Big ideas - what is big idea? From “Planner” business/communicationobjective to big idea. “Technologist ”• Buổi 7: General insights of digital medium• Buổi 8: Contribution of digital in 360 “Planner”communication & consumer journey “Architecture”• Buổi 9: Digital campaign planning
  10. 10. © 2012 Ho Cong Hoai Phuong
  11. 11. Buổi 10 - 12: Functional creative/tactic on digital medium:• Buổi 10: From campaign idea to “Technologist “Creativemicrosite ” person”• Buổi 11: From campaign idea tomass media: banner, PR, adwords, “CreativePPC “Planner” person”• Buổi 12: From campaign idea to “Creativecontent marketing: email marketing, “Planner” person”SMS marketing, social media.
  12. 12. • Buổi 13: Take brief & brainstorm – Nhận yêu cầu của khách hàng và brainstorm• Buổi 14: internal presentation. – Thuyết trình nội bộ với giảng viên.• Buổi 15: Present to judge – Thuyết trình với các giảng viên khách mời: mr. Nguyễn Hữu Nghị, mr. Trần Thanh Phong, mr. Ngô Minh Thuận.
  13. 13. • Chân dung một Digital Strategic Planner:http://www.slideshare.net/aiimeducation/digital-strategic-plannerwho-are-you- planner• Sự sáng tạo có chiến lược (strategic creative) có thể mang bạn đi bao xa:http://aiim.edu.vn/blog_mod/digital-strategic-marketing-su-sang-tao-co-chien-luoc- co-the-mang-ban-di-bao-xahttp://aiim.edu.vn/blog_mod/su-sang-tao-co-chien-luoc-se-mang-ban-di-bao-xa-phan- 2
  14. 14. XIN CẢM ƠN

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