Your SlideShare is downloading. ×
0
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
创意
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

创意

817

Published on

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

  • Be the first to like this

No Downloads
Views
Total Views
817
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
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. Chapter 9 Creative Advertising Strategy
  • 2. Client-Agency Relationship <ul><li>Agency role </li></ul><ul><li>Agency organization </li></ul><ul><li>Agency compensation </li></ul>
  • 3. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul>
  • 4. Role of Creativity
  • 5. Effective Advertising Spuds MacKenzie campaign Budfrogs Louie and Frank Whassup?!
  • 6. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul><ul><li>Impact </li></ul><ul><ul><li>Value proposition </li></ul></ul>
  • 7. Achieving Advertising Impact
  • 8. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul><ul><li>Impact </li></ul><ul><ul><li>Value proposition </li></ul></ul><ul><ul><li>4 outcomes </li></ul></ul>
  • 9. Advertising Plans and Strategy <ul><li>Specify the key fact </li></ul><ul><li>State the primary marketing problem </li></ul><ul><li>State the communications objective </li></ul><ul><li>Implement the creative strategy </li></ul><ul><li>Establish mandatory requirements </li></ul>
  • 10. Creative Brief <ul><li>What is a creative brief? </li></ul><ul><li>Guidelines </li></ul>
  • 11. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul>
  • 12. Functionally-Oriented
  • 13. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul><ul><ul><li>Symbolic/Experiential orientation </li></ul></ul>
  • 14. Symbolically/Experientially-Oriented
  • 15. Symbolically/Experientially-Oriented
  • 16. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul><ul><ul><li>Symbolic/Experiential orientation </li></ul></ul><ul><ul><li>Category dominance </li></ul></ul>
  • 17. Functional Orientation <ul><li>Unique selling proposition </li></ul>
  • 18. Unique Selling Proposition Strategy
  • 19. Unique Selling Proposition Strategy
  • 20. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul>
  • 21. Brand Image Strategy
  • 22. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul><ul><li>Resonance strategy </li></ul>
  • 23. Resonance Strategy
  • 24. Resonance Strategy
  • 25. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul><ul><li>Resonance strategy </li></ul><ul><li>Emotional strategy </li></ul>
  • 26. Emotional Strategy
  • 27. Category Dominance Orientation <ul><li>Generic Strategy </li></ul><ul><li>Preemptive Strategy </li></ul>
  • 28. Product Category-Dominance - Preemptive

×