麦肯工作手册

销售策略Selling Strategy
Brand/Product品牌/产品
Provide a succinct description of the Brand/Product to be advertised.
What position does the brand currently occupy in the consumer’s mind-and why?
目前品牌在消费者心目中的位置是什么，为什么会这样？

品牌 品牌位置
新天利 网虫DVD
How do we want to position the brand in the consumer’s mind? (E.g.. What conceptual space do we wand to own?)
我们期望品牌在消费头脑中的形象和位置是什么？我们期望什么样的定位？
功能： 可上网的DVD
心理： 轻松上网
品牌： 新天利
品牌 品牌位置 品牌目标
新天利 网虫DVD 家庭网络中心
Role of Advertising/Communications广告的角色/传达
What specifically is the role of the advertising and how does it fit the brand objective?
Conceptual Target 概念目标
What“natural”grouping of consumers, bound by a set of common values, attitudes, aspirations…
Do we wish to reach?
想上网但没有电脑的家庭，此外他们也是DVD的潜在消费者
Core Desire 最核心的欲望
What deeply held desire, need, hope…fear of the Conceptual Target can the brand best fulfil?
轻松上网
How the Brand Best Fulfils the Core Desire 品牌如何最完美地满足最核心的欲望
What is the functional/symbolic role of the product category in the live of the Conceptual Target?
Compelling Truth 强而有力的支持事实
What is the most compelling rationale to support the Role of the Product?
有何最有力的事实可以支持到产品和品牌？
强而有力的功能事实 特定事实 品牌
What is the spark that will propel the brand toward its objective?
有何思想闪光可推动品牌达到其品牌目标？
品牌 销售意念 创意意念
What specifically is required of the agency and in what time frame?
创意策略 Creative Strategy
Client: Client Code: Product: Date:2000/3/28
Job Number:
BRAND PLAN品牌计划:
Where is the brand?
(What is the brand’s current market and consumer situation?)
品牌在哪里？（目前品牌在市场和消费者心中的位置）
Why is the brand there? (What factors, dynamics or trends caused the current brand situation?)
品牌为什么在这里？(什么因素、动力或趋势导致了品牌目前的状态？)
Where should the brand go?(What goal can we set for the brand?)
品牌应向哪个方向走？（我们应该为品牌设定什么方向、目标？）How will the brand get there?
(What marketing communications efforts are required to achieve the goal set for the brand?)
品牌怎样才能达到该目标？（怎么样的营销传播效果可以达到为品牌设定的目标？）

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BRAND POSITIONING PLATFORM品牌定位简报:
1. Target Consumer:
(How can we define the target both demographically and psychographically)
目标消费者（怎样界定目标消费群，从性别、年龄、收入以及个性、个人价值取向方面）

2. Brand Name:

3. Brand Personality:
品牌个性、性格:
4． Product/Competitive Frame:
产品/竞争架构：

5．Consumer Benefit: 消费者利益点
Rational:
Emotional:

6． Critical Support:

7、What is the essence of the brand?
品牌的核心是什么
BRAND POSITIONING STATEMENT品牌定位宣言：
对想____________来讲，_________是__________的________________
目标消费群 品牌 品牌个性 竞争构架

因为________________________它是_____________________________
消费者利益 重要支持。
CREATIVE BRIEF创意说明：
What specifically do we expect this advertising to do?
有什么是我们特别希望这个广告去做的
What insight do we have about our target consumers that will help us motivate them?
我们目标消费者有什么认识是可以帮助我们刺激诱导他们？
What do we want our target consumers to think and/or feel about our brand?
我们想目标消费者对我们的品牌有怎样的认为，有怎样的感觉？
hat single response do we want?
我们想要什么样的单一回应
SELLING IDEA销售意念：
t Fine, the selling idea is “Truth Well Told”. It is a compelling mental or physical fact-told in a distinctive, engaging way. The selling idea is the “STIMULUS”-through which we evoke the “RESPONSE” we want from the consumer.
THE DELIVERABLES传播策略: What specifically is required of the Agency?(e.g., a single print ad; an integrated Total communications campaign-including direct mail, in-store promotional
materials, etc.)
麦肯工作手册