广告策略

广告策略 ADVERTISING STRATEGY
每个客户与代理商都希望广告是能令人振奋的；
Every client and agency expects an advertising strategy that informs and inspires.

代理商希望广告的策略具有连结品牌与消费者的关联性。
The agency expects the advertising strategy to make a meaningful connection between the brand and the consumer.

广告策略 ADVERTISING STRATEGY
我们 (客户服务与创意人员一起工作）必须提供一个是观众心声的卖点。
We（Client Service working with the Creative ) must provide a leverageable insight about that relationship.

如果我们要创作出一个能推动客户销售的广告，我们必须明确广告在复杂的市场竞争中被运用的角色。
If we are to creative advertising that will move the client’s business forward, we must pinpoint the role of advertising that will play in the complex marketplace arena.
广告策略 ADVERTISING STRATEGY
以下是一个在我们应用的广告策略撰写格式。
The following is an Advertising Strategy Format which will be improvised here in our office.

每一品牌都必须有此品牌策略文件。
EACH BRAND SHOULD HAVE THIS BRAND STRATEGY FILE.








4、市场写真MARKETPLACE REALITIES（续）

主要竞争者：可包括从消费者角度来看的任何客户品牌的竞争品牌（如：用于控制昆虫类产品中所分离出来的“家用药剂”市场）。他们是什么，还有其他，是否所有品牌都包括在内？他们有什么优势；哪里易受攻击（品质，价格，通路，广告等）？
Key competitors: Can include anything client’s brand competes with from the consumer’s point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality, price, distribution, advertising, etc.)?

4、市场写真MARKETPLACE REALITIES（续）

客户品牌是否有产品附加值？它是否有（其它）意义及/或与竞争对手不同的卖点？（关于产品及/或概念测试的结果均可）
Does client’s brand have a product plus*? What are (other) meaningful and/or perceivable points of difference vs. Competition? (Attach product and/or concept test results if available.)

4、市场写真MARKETPLACE REALITIES（续）

见附后的详细说明
See Appendix for definition of term.

5、目标消费者TARGET CONSUMER

谁是主要的声音来源--其中最能鉴定客户达到他们的市场目标的（如新使用者，重度使用者，流失的使用者等）
Who is the key source of volume--the one most critical to client achieving their marketing goals (e.g., new market entrants, heavy users, lapsed users, etc.)

5、目标消费者TARGET CONSUMER（续）

对于此目标他们最关注的内容是什么？我们的品牌？竞争者？他们在种类中寻找什么？品牌和产品？什么“触点”可被广告使用？（此项必须使用消费者的语言。）
What insights have been uncovered…about this target? Their relationship to the category? Our brand? Competition? What do they seek from the category, brands and products? What “triggers” can advertising use? (This should be in consumer language.)

5、目标消费者TARGET CONSUMER（续）

包括统计的，心理的或其他不同的特征。
Include demographics, psychographics or other distinguishing features.

6、广告目的Advertising Objective

在建立品牌目标中，广告的角色是什么呢？一个清晰及必要的广告目标必须直接凌架于所有分析之上。
What is the role of advertising in building the brand with the target? A clear and necessary advertising objective* should flow directly out of the above analyses.

6、广告目的Advertising Objective（续）

尤其是广告所表现出来的什么行为及/或反应态度是否可引导客户达到其市场目标？
Specifically, what behavioral and/or attitudinal response can advertising elicit that will help achieve client’s marketing goals?

6、广告目的Advertising Objective（续）

见附后的详细说明
* See Appendix for definition of term.


广告的理论或前辈都指出，合作的精神是代理商能在传统的广告概念中释放出有关联性但意想不到的沟通意念，最终可帮助客户达到其整体销售目标的。
In the spirit of partnership, the Agency goes beyond traditional advertising ideas to deliver other relevant yet unexpected communication ideas that can help achieve client’s overall marketing goals, complement the advertising, or address a critical issue.

在以下内容中，识别信息的机会及哪里是适当的，主动去捕捉目标。
From the following areas, identify such communication opportunities and, where appropriate, capture the objectives for each initiative, below.


特殊目标机会Special Target Opportunities:

直接反应Direct Response:

公共关系Public Relations:


包装Packaging:

促销Promotions:

店销/间接的POS/Collateral:

互换Interactive:
广告策略ADVERTISING STRATEGY 为For:_____________________________________________________ (品牌，产品，地区Brand, Product, Country)
品牌定位Brand Positioning:
广告目标Advertising Objective:

CONVINCE THIS PERSON… THAT… BECAUSE… SO THAT THEY WILL…










被认可的定位：——————————被认可策略：——————————日期：
Positioning Approved: ________Strategy Approved:_____________ Date: _________

陈述技术支持点与利益点的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS
技术陈述 Technology Attribute Statements 利益陈述Benefit Statements*

包含全新的脂肪代用品 好吃但不含脂肪
Contains a new fat substitute Provides great taste but is low in fat
10秒内杀死飞虫 使用后不再有飞虫
Kills insects within 10 seconds after spraying No insects running around after being sprayed
无味 Contains no fragrance 无刺激Non-irritating
防止小孩使用的包装 不用担心小孩会被包装遮盖
Child-resistant packaging No fear about child getting into package
杀死细菌 为我家人提供一个干净的环境
Kills germs Makes my home healthier for my family
陈述技术支持点与利益点的范例 EXAMPLES OF TECHNOLOGY ATTRIBUTE AND BENEFIT STATEMENTS

定位POSITIONING*

品牌的“定位”是与竞争对手所设定的，如品牌具有的，比竞争对手好的，重要的利益或好处（通常是合理的）。定位陈述必须包括以下内容：
The brand’s “positioning”is the place the brand occupies in the consumer’s mind relative to other brands in the competitive set--I.e., the important benefit or benefits (usually rational) that the brand stands for better than competition. The positioning statement needs to specify the following:

定位POSITIONING*

目标消费者，目标消费群是品牌最忠实的购买者。
Target Audience , Those consumers who are the most likely buyers of the brand .

在消费者细分的品牌或产品中，什么是可被我们的品牌有效替代的。
Frame of Reference Consumers grouping of brands or products for which our brand can effectively substitute .

定位POSITIONING*

指出不同点。单一承诺能从竞争对手中区分我们的品牌。
Point of Difference The unique benefit that separates our brand from competition .

原因，为什么。
Reason(s) Why .

产品品质提供了什么最令人信服的理由能令消费者相信它是与众不同的。
The product attributes that provide the most convincing reason(s) to believe the point of difference.

品牌调性BRAND ESSENCE*

品牌个性是定义一个品牌与其他竞争对手树立的不同的内容，品牌调性则是定义一个品牌与消费者的关系---品牌带给你生活甚至感情上及无形的感觉。
While BRAND POSITIONING defines a brand relative to other brands in its competitive set, BRAND ESSENCE defines a brand relative to its consumers -- bringing to life even the more emotional and intangible aspects of the brand.

品牌调性BRAND ESSENCE*

品牌调性陈述应描述消费者与品牌之间的关系。它不是流水账式陈述品牌的所有支持点。宁愿更简单及深度地陈述对消费者来说它是一个什么品牌。
A brand essence statement describes the point of connection between a consumer and a brand. It’s not a laundry list of everything the brand stands for. Rather, it’s a simple yet profound statement of what the brand is to consumers.

品牌特征BRAND CHARACTER

把品牌想象成一个人。这个是什么人？是否有重要的特征可从人群（其他品牌）中区分他或她的本质？
Thinks of the brand as a person. What’s at the heart and core of this human being? Is there some quality deep within this person that distinguishes him or her from other human beings (other brands) in an important way?

品牌特征BRAND CHARACTER

品牌特征陈述必须将其性质清晰地与竞争对手区分开来。
The brand character statement should make it clear what human qualities make the brand stand apart from competitors in a meaningful way.

产品附加值PRODUCT PLUS

在广告中可使用“产品附加值”去使品牌在市场中更具竞争力。
（如支持“最好”“更快”的主张）具有“产品附加值”，品牌必须确认
（1）在盲测基础上（如消费者测试时不知道品牌的名称及）
（2）在“上市”的基础上。
A “Product Plus” gives the brand a competitive advantage in the marketplace that can be used in advertising
(e.g., support claims of “best”, “the most”, “faster”). To have a “product Plus,” the brand must be perceived as superior to leading competitors in two ways:
(1) on a blind label basis (I.e., when consumers don’t know what brands they are testing and
(2) on an “as marketed” basis.

广告目标ADVERTISING OBJECTIVES

广告的任务是可以实现的。例如：
The task or tasks the advertising can realistically accomplish. Some examples:

品牌知名度的增加
Increase awareness of the brand

加强或改变品牌的态度
Reinforce or change an attitude about the brand

广告目标ADVERTISING OBJECTIVES

产生转变
Generate trail

使消费信服并更多地使用产品
Convince consumers to use the product more often

广告目标ADVERTISING OBJECTIVES

产生转变
令消费者信服并以新的方式使用产品（增加市场份额）
Convince consumers to use the product in new ways (to generate incremental business volume)

令消费者信服并寻求更专业的意见
Convince consumers to seek advice for ma professional


等
Etc.


广告策略