lecture20 市场营销中创造力.pptVIP

Creativity and Implementation  MKT3150-3151 Adv Sales Promotion Week 20 Lecture Topics Creative dimensions SP Process PDCA model/application Agency briefing (context) The campaign brief Six thinking hats! Fresh thinking (small groups) Selecting the best ideas Agency response to the client’s brief Useful web links and references Next week... “There are no best products. All that exists in the world of marketing are perceptions in the mind of the customer or prospect. The perception is the reality. Everything else is an illusion.” — Al Rries and Jack Trout, The 22 Immutable Laws of Marketing, Harper Presss 1993, as quoted in Shimp (2010) on p. 227 SP Creative Dimensions Words Technique Rewards Visuals Media Design Sounds Execution... Novelty Impact Timing Effects Sales Promotion Process Remit: “Terms of reference” — OED ? Set by the client organisation Brief: “Instructions in preparation for a task” — OED ? Set by the client organisation and sent out to several agencies for them to then ‘pitch’ competitively * Full campaign design ? Developed by the agency Campaign implementation ? Agency/client cooperation Scheme/campaign evaluation ? Agency/client cooperation * to develop a brief follow Shimp pages 219-221, as per next slide... The SP ‘Brief’ What is the background of this job? Whom do we need to reach with the SP campaign? What do members of the target audience think and feel about the brand? What do we want the target audience to thing and feel about the brand, and what measurable effects are the sales promotions designed to accomplish? What do we want the target audience to do? What is the current brand positioning? What SP message do we want to convey, with what SP vehicles? What strategy do we need to employ (over 12 months)? When and how much? PDCA Model(From Total Quality School — TQ) DO PLAN ACT CHECK DO PDCA Applied to SP Plan: agree clear campaign vision (end goals) Do: generate imaginative and potentially effective ideas, then sele