策略概念达成目标的最好方法Word文件下载.docx

策略概念达成目标的最好方法Word文件下载.docx

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✦竞争者＝敌人、攻守双方

✦战果＝Billing/Topofmind

StrategicThinking…→AThinkingProcessToWin

赢的积极思考方式

What’stheProblem?

Client’sNeeds/TAneeds

Objective/MarketAnalysis

Competitors/BrandA-B

BudgetLimit/TimeLimit

ProblemVsSolution;

DirectorOfBoardVsTaxiDiver

漏斗型思考模式

HowToSolveTheProblem?

CoreConcept

Strategy/Statement

CreativeConcept

Execution/

Mechanics/Timetable

Budgeting/Rationale/Why

Evaluation

：

形成广告运动的策略性思考结构

广告策

略即广告运动的中心思想克敌制胜的谋略

PR

Media

Adv

DM

OOH

SP

BTL

Consumer

Analysis

Competitor

Needs

TA

Perception

habits

Objective

＆strategy

Brand

4P

Core/creative

concept

Brand

A/BAnalysis/pricing/WhereToBuyIt/TradeHistory/Needs/Problems

DefineTheTarget/HowTheyPerceiveTheBrand

WhatTheyWhatTheyNeed/A＆UStudy

WhatAttractsThem/MediaContactHabit

PositioningMap/MediaSpending

MarcomStrategy/Concept/AdvAppeal

Objective＆

Strategy

ObjectiveFromAToB

Measurable/specific

ProblemSolvingOriented（TA/Resailor）

Strategy/Positioning

Communication

HowToSolveProblems

Concept

WhatToSay/ConceptStatement

KeyMessage/KeyVisual

ExecutionGuideline

Media/Adv

PR.DM/

OOHSPBTL

HowTosay

SpecificStrategy

SpecificEffectiveness

Execution

plan

Mechanics/Timetable

BudgetAllocation

WhoIsResponsible

ExpectingResults/MeetTheobjective

OverAllRationale

总结：

策略性思考能力＝解决问题的能力

谁能持续帮客户解决问题谁就能长期拥有客户

2001年6月记录整理

折800mfdMEP15U7e6