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Lectures on Numerical Methods in Bifurcation Problems
Methods for Finding Zeros in Polynomials
Lectures on Stochastic Flows and Applications
Educational Psychology by Edward L. Thorndike
The Last Days of Tolstoy by V. G. Chertkov
Globalization and Responsibility
Lectures on Siegel Modular Forms and Representation by Quadratic Forms
Lectures on Topics In One-Parameter Bifurcation Problems
History of the Incas by Pedro Sarmiento de Gamboa
Linear Algebra: Theorems and Applications
Lectures on Stochastic Differential Equations and Malliavin Calculus
A Short Biographical Dictionary of English Literature
Lectures on Sieve Methods and Prime Number Theory
Dollars and Sense by William Crosbie Hunter
The Theory of the Theatre by Clayton Hamilton
The Mathematics of Investment
Occupiers of Wall Street: Losers or Game Changers
The Solution of the Pyramid Problem
Lectures on Moduli of Curves
Walden by Henry David Thoreau
Methods for Finding Zeros in Polynomials
Lectures on Stochastic Flows and Applications
Educational Psychology by Edward L. Thorndike
The Last Days of Tolstoy by V. G. Chertkov
Globalization and Responsibility
Lectures on Siegel Modular Forms and Representation by Quadratic Forms
Lectures on Topics In One-Parameter Bifurcation Problems
History of the Incas by Pedro Sarmiento de Gamboa
Linear Algebra: Theorems and Applications
Lectures on Stochastic Differential Equations and Malliavin Calculus
A Short Biographical Dictionary of English Literature
Lectures on Sieve Methods and Prime Number Theory
Dollars and Sense by William Crosbie Hunter
The Theory of the Theatre by Clayton Hamilton
The Mathematics of Investment
Occupiers of Wall Street: Losers or Game Changers
The Solution of the Pyramid Problem
Lectures on Moduli of Curves
Walden by Henry David Thoreau
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专业广告运作模式
Posted on 2010-04-28
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立足品牌经营策略思路背景 在我们的经验里,仅有好的广告、大额的预算、营销行业的专家,并不是企业发展的充分必要条件,部分环节的提升并不代表营销体系的成熟。由于仍面临资讯不足、流程欠规范、缺乏实做磨合过程,主观推断往往替代了科学的分析。 现代营销,是以提高企业的综合竞争力为目的,凭借专业的人员与完善的资讯工具,全面提升品牌形象、产品组合、广告策略、媒介策略。从而使企业的营销运作,不只是在形式上的策略思考,更能务实的执行整合营销。务求做法(战术)能吻合想法(策略)。企业所面临的困扰身为企业的决策者,无法依市场动态做决策,无策略来指引做法。有创意的促销方案在执行中,无法达到预定目标而且无法随时调整控制上量空谈。因为要上量,以面临竞争,利润越来越少,价格越卖越低恶性循环。 经销商总在抱怨不赚钱而不愿推广产品被动依从。只求做法,而无长远的想法,即策略。我们遵循的观念——营销组合整合行销传播 4P 4C 消费者 消费者乐于接受的价格 便利性 沟通 广告所涉及的内容审视营销活动的表现让企业做出消费者想要的东西算出消费者愿意承担的价格方便消费者买到想买的东西让消费者买想买的东西时受到的干扰最少让消费者认为买到的东西是最合适的并且逐渐产生惯性思考5W 2H,生意的起点设定清晰的广告目标刺激尝试转移竞品增加使用/购买频次掌握消费者心理过程第一个问题 第二个问题 我们希望消费者怎麽看品牌? 第三个问题 上述两个问题的答案的落差在那里?有多大?为什么?第四个问题我们是否需要扭转?或只是些微调整,就可以缩短,甚至弥平这个落差?另外,要从何处切入最省力、最有效?第五个问题 过去品牌的广告和整合沟通有没有为上述几个问题作出贡献? 贡献够不够?有没有科学的评估标准?研发优秀的广告策略差异化 Differentiate 竞争力 Competitive 相关性 Relevant无法被替代无法被撼动与消费者有互动、有关联、有依存、有信赖广告策略思路广告策略研发步骤市场营销目标创意简报Creative Brief 策略与创意的沟通工具,使创意始终围绕策略而进行,以塑造永续经营的品牌为目的。市场环境(市场概要、竞争描述) 营销策略(营销目的、目标受众、创意目的、 单一而精准的诉求、支持点) 落实创意(必要元素、基调/态度、限制因素) 创意表现——最后一击先讲对不对,再讲好不好 在评价广告的标准中,需先要求“对” 在“对”的基础上再追求“最好”(可以不是必须) 单一而精确的诉求 U.S.P,即独特的销售主张 是针对人口特征/生活形态/消费形态相近的特定群体 是从消费者心灵深处发掘出的利益
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