【广告策划奥美】北京奥美.ppt

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1、,奥 美,奥美传播集团总部设于美国纽约市，由世界广告业先驱大卫奥格威(David Ogilvy)创立于1948年,目前是全球五大传播集团之一。奥美集团的全球年营业额达88亿美元，目前在世界上 97个国家设立333个分公司，有10,000名员工以50种语言作业。,奥美是目前亚太区规模最大的行销传播服务集团。于区内16个国家设有64家公司，6家联营机构。属下的3,000名员工，组成一支以18 种语言运作的强大队伍。,奥美亚太区,奥美在中国,1986 年就已在北京成立奥美北京办事处1991年在上海,我们与上海广告公司成立上海奥美广告有限公司北京奥美于1993年开始正式提供客户全面的传播及行销服务,奥

2、美目前在中国发展的现状,奥美整合传播集团的各分公司广告：4公共关系：3促销：2直效行销：1医药保健顾问：2企业管理行销顾问：1传立由奥美与智威汤逊投资成立独立的媒介服务公司,我们的目标,对最珍惜品牌的人而言，奥美是最被重视的代理商,我们的优势,整合行销传播的能力丰富的产业知识企管行销的策略规划能力市场调研的经验深且广客户的型态多元化消费品零售业医药保健品服务业家电业高科技相关产业国际化,本地化并重.为国内最大的外商传播集团,客户服务 24创意 27调研 6财务10行政 6其它 6合计79,北京奥美各部门员工,品牌管家,建立品牌的独有工具,品牌管家是一个完整的作业过程,以确保所有活动能反映、建立

3、、并忠于品牌的核心价值与精神,建立今日的品牌(短期销售)忠于品牌核心价值与精神使品牌持入不坠(长期销售),行销策略规划广告统筹 直效行销公共关系Internet活动与网站的规划 促销活动 公司识别及包装设计,服务范围,我们严谨的作业流程,广告的诞生,客户提出广告任务书(简报)广告公司收集相关市场资料及进行必要调研(产品概念测试)广告策略发展媒介策略计划（提交客户确认）创意策略(提交客户通过)创意发展(提案、客户通过）广告制作 托 播,广告效果追踪测试,策略检讨,北京奥美的主要IT客户,IBM,Lotus,Tivoli1995年，IBM与全球50多家广告代理商解除广告合约，将全球广告交于奥美国际

4、集团，成为广告业内的一段佳话。今天北京奥美IT组服务中国IBM已有三年，涉及IBM软、硬件所有产品的广告,公关宣传,直效行销,网站规划与设计,及IBM子公司Lotus与Tivoli的全部广告。用友集团从1998年3月开始，北京奥美IT组开始服务于中国最大的软件企业之一 用友软件集团，为企划部及G、M、S三部门提供广告及直效行销等相关传播活动的服务。,北京奥美的主要客户,肯德基家乡鸡金佰利（舒而美、高洁丝、好奇）中美史克(泰胃美、必理通、百多邦)天美（果珍)世界黄金协会大韩航空,青岛海尔西安太阳食品（阿香婆辣椒酱，太阳锅巴）统一食品企业（多个品牌方便面产品）美福乐减肥茶巨能钙内蒙日升公司（伊利）

5、,1998 IBM作品欣赏,E-business Introduction AdE-business,The New century,The New Momentum,E-business Shanghai Outdoor BillboardE-business,New century,new momentum,Brand Wuhan Outdoor BillboardIBMSolution for a small planet,E-business Guangzhou Outdoor Billboard:E-business,New century,new momentum,E-busine

6、ss Chengdu Outdoor Billboard:E-business,New century,new momentum,E-business Launch PieceYou need e-business,E-business era is comingHow much do you know of it?,The keys to successfully develop e-businessIBM is here ready to help you,To start e-business,IBM is only one click,one call or one fax away,

7、E-business Collaboration AdIn e-business era,How do you do to work together in harmony?,E-business Security AdTo develop e-business,who is the safe gatekeeper?,E-business EasyMerchat AdWho can help your enterprise buildan e-shop,to fully utilize the unlimited opportunities and gain tens of thousands

8、 of customers?,E-business Starter Kit AdIf you are a beginner in building web site,who can help you to succeed within one step and bring you the unexpected reward?,E-business Electronic Ordering System AdWho can help your enterprise build an efficient and accurate electronic ordering system,to make

9、every business come to you instead of your chasing it?,RS/6000 E-business SolutionThe day will comewhen your company cannot afford not to win customers on the net RS/6000 e-business solution helps you take that leap forward,RS/6000 Business Intelligence SolutionThe day will comewhen every decision o

10、f your company must be risk freeRS/6000 BI solution helps you take that leap forward,RS/6000 High Availability SolutionThe day will comewhen your companys mission-critical applications cannot afford to make any mistakeRS/6000 HA solution helps you take that leap forward,RS/6000 System Management Sol

11、utionThe day will comewhen your companys system management becomes a major headache RS/6000 System Management solution helps you take that leap forward,Did I hear you wrong?One man to support 40 servers?Nothing happened is really somethingAS/400e=Ease of Management,I just dont believe that I cant pu

12、t a single virus in it!Save your energy for something more productiveAS/400e=Data Security,I will not stay at this size foreverJust go ahead with guts.Upgrading our system is as simple as changing your shoesAS/400e=East To Upgrade,Even being a natural born artist,I needs a good stage to perform onTh

13、e more advanced the applications,the more demanding they areAS/400e=Support Hot Applications in Every Way Possible,PSG e-Tools CampaignToolsThe starting point of human civilizationThe gauge of productivity levelWhat do you use to create in the e-business age?,Take a look at IBMs e-business tools.Imi

14、tation and piecemeal are not in IBMs vocabulary;Design is the reflection of originality and intelligence,We bring strength and inspiration to an ordinary office room,From now on,work is no longer a means of survival,its one of lifes greatest pleasures,Find E-business tools that matterat,ThinkPad I-s

15、eries CampaignI am used to thinking independentlyI believe the wiser man surviveI love challengesI have ThinkPad,I pursue speedI prefer blueI act fast whenever I feel likeI have ThinkPad.,I love the sudden quietnessI am ready to go anytimeI trust my own decisions I have ThinkPad,PC Show Ad in Chengd

16、uThousand years have passed since the Grand Buddha stayed in ChengduNow the Technology Giant is coming as well to explore the future with you,PC Show Ad in ChangshaHunan has always been the renowned home of intellectualsIBM is now bringing the latest technologies to discuss with you,PC Show in XianT

17、he Terra Cotta warriors have given the world a glimpse of the old-time gloryNow IBM is going to show you the infinite possibilities of the future,PC Show in ShenyangPeople along the Liao River are devoting their hearts and souls to build Industrial Great Wall in ChinaNow,IBM is joining you with new

18、technologies to create the promising future,PC Show in JinanConfucius once said,“What a pleasure to have a friend come from afar!”Now IBM is coming all the way from afar to bring the latest R&D achievements to share with you,问题与讨论,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢

19、情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Ad

20、opt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe comm

21、unication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIE

22、NCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hosti

23、le敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subj

24、ect对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it a

25、ll already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically inte

26、resteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you an

27、d your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,str

28、uctures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a

29、result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFr

30、ustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Per

31、suasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New flavours-New advertising,Persuasion:Idea Format,ProblemOpportunitySumma

32、ry,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_L

33、ets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts,Five Kinds of Evidence,Personal experienceTalk first person.Relive.A

34、ct out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,cr

35、edentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand Finale,Intro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand F

36、inale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here It Is and We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?

37、,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements

38、,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,

39、WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisit

40、ed,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea t

41、hey value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult p

42、ointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1.1 5/96,Send reinforcementswere going to advance,Send three and four pence were going to a dance,Confusion,Loss of detail,Substitution,Filters,Misi

43、nterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,Hearing with half an earGiving into day dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,A

44、ppearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding t

45、he feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,Blue Dress,AgencyAttentionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attentionListening no

46、n judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,The work youve just sold deserves the highest level of listening.Listen actively a

47、nd non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor concerns have

48、been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on itThe action required is not too much troubleThey have previous positive experience with the o

49、riginator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring,What is expected,Preparing the way,What we bring,What is expected,Find ways torefram

50、eexpectations,Find ways topresell the idea,Preparing the way,What we bring,Preparing the way,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,Know who they areKnow what we want from themHave decided our core idea and supportsHave worked out how to prepare the