Your SlideShare is downloading. ×
0
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
[Digital Strategic Planning]_[Course outline]_AiiM 2012 June
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

611

Published on

Outline khóa học Digital Strategic Planning của AiiM. …

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/

Published in: Education, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
611
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. GIỚI THIỆU VỀHOẠCH ĐỊNH CHIẾN LƯỢCTRONG QUẢNG CÁO
  • 2. THỰC TẾ LÀ “Nobody reads advertising. People read what they want to read and sometimes it’s an ad” – Howard Luck Gossage
  • 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. “Marketer” “Consumer” “Planner”“Account “Creative person” person”
  • 5. “Marketer” “Consumer”“Technologist “Architecture “Planner” ” ” “Account “Creative person” person”
  • 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. 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. - 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. 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. © 2012 Ho Cong Hoai Phuong
  • 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. • 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. • 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. XIN CẢM ƠN

×