aMultiplying the Power of PersuasionTOTAL BRANDINGSM全方位创建品牌全方位创建品牌COMMUNICATION PLAN传播计划传播计划倍增说服力倍增说服力aWho Are The Three Most Important People You Talk To? 与你交谈的三个最重要的人是谁与你交谈的三个最重要的人是谁？COMMUNICATION PLAN传播计划传播计划aHow Do YouCommunicate With Them? 你如何与他们沟通？你如何与他们沟通？COMMUNICATION PLAN传播计划传播计划aHow Did You Learn TheBest Ways To CommunicateWith Each of Them?你如何学会与他们每一个人沟通你如何学会与他们每一个人沟通的最佳方式？的最佳方式？COMMUNICATION PLAN传播计划传播计划aWhat Is The Most ImportantConversation Youve Ever Had, And Whom Did You Have It With? 你所经历的最重要的谈话你所经历的最重要的谈话 以及与谁进行的？以及与谁进行的？COMMUNICATION PLAN传播计划传播计划a“Will You Marry Me?” “ “你愿嫁给我吗？你愿嫁给我吗？”COMMUNICATION PLAN传播计划传播计划aCONCLUSION结论结论You already know how to do this, you just need to do it more often at work. 你已经知道如何做了，你已经知道如何做了， 你只需在工作上更多这样地做。你只需在工作上更多这样地做。aYesterdays prevailing rule昨日的流行规则昨日的流行规则“If you only have a hammer, everything looks like a nail.” 如果你只有锤子，如果你只有锤子， 那么任何东西对你那么任何东西对你 来说都是钉子。来说都是钉子。aOld Thinking Based on Two Fallacies两个传统两个传统的错误想法的错误想法1.We only make ads 我们只作广告我们只作广告2.The consumer is a stationary target for me to hit 消费者是静止的靶子，我可随时消费者是静止的靶子，我可随时 击中。击中。aHit Her Here.在此击中她。在此击中她。ConsumerConsumer消费者消费者aNo Response? 没反应？没反应？ConsumerConsumer消费者消费者aHit Her Harder.再使劲出击。再使劲出击。ConsumerConsumer消费者消费者aGuess what? 猜一猜？猜一猜？ Shes fluid.她是流动的。她是流动的。But in truth, shes not a static object waiting to be hit!事实上，她并非一个静物事实上，她并非一个静物 等待你去击中！等待你去击中！Shes always movingin process of persuading herselffull of communication opportunitiesrequires many different messages along the way她总是不停移动的她总是不停移动的 在劝说她的过程中， 有许多沟通的机会， 需要许多不同的信息。aTotal Branding全方位全方位创建品牌创建品牌Tenets: 原则：原则：1)There are many contact points where the consumer and persuasive communication can intersect. 消费者和具劝服性的沟通会在许多接触点相互交遇。消费者和具劝服性的沟通会在许多接触点相互交遇。2)Advertising is only one of these possible intersections.广告只是其中一个可能交遇。广告只是其中一个可能交遇。3)Selling messages communicated via a variety of disciplines creates greater synergy andMultiplies the power of the persuasion exponentially.通过不同方式传播的销售信息能产生更通过不同方式传播的销售信息能产生更 大的增益及大的增益及 更快倍增说服力。更快倍增说服力。aFind New Ways To Talk To Her.寻找新的办法与她交谈。寻找新的办法与她交谈。Consumer消费者消费者Total Branding全方位全方位创建品牌创建品牌aLearning Curve详细曲线详细曲线1.At first, ads do it all (youve still got a hammer) 最初，广告包办了一切（你仍拥有锤子。最初，广告包办了一切（你仍拥有锤子。2.Followed by an urge to use every discipline for every task (dont worry, your pocketbook will stop you)然后，就会强烈地希望每一项任务都要运用所有的传然后，就会强烈地希望每一项任务都要运用所有的传 播方式播方式（不用担心，你的支票簿会阻止你这么（不用担心，你的支票簿会阻止你这么 做。做。3.Practice and knowledge of each disciplines role will result in a balanced, effective plan.通过对每一方式的作用进行实践和了解，最后可形成通过对每一方式的作用进行实践和了解，最后可形成 一个平一个平衡的、有效的计划。衡的、有效的计划。4.Eventually, it becomes a way of thinking, a way of developing communication solutions. 最后，它会成为一种思维方式，一种发展沟通办法的最后，它会成为一种思维方式，一种发展沟通办法的 方式。方式。aTOTAL BRANDINGSM全方位创建品牌全方位创建品牌COMMUNICATION PLANNING传播计划传播计划aThompson Total Communication PlanningThompson 全方位传播计划全方位传播计划Which people offer the best return on investment ?哪些人提供投资的最佳回报？What behaviour change offers the best value?何种行为的变化提供最佳价值？When, where and what context offers the best opportunity to connect with them?何时，何地以及何种情况提供与他们联系的最佳机会？How can the Branding Idea be used in stimulating new ways to achieve this?品牌意念如何被用于激发新方法以达到目的？Which vehicles offer the greatest efficiency at reaching these people and the best effectiveness for this communication?哪些传媒能提供最大功效传递给人们最有效的传播信息？What total communication program yields the best return on investment?何种全方位传播计划产生出最佳投资回报？aWhich offer the best potential ?What can communications do to realise this?When and how can they be reached most effectively?How should marketing funds be invested across time/vehicle?哪一个提供最大的潜力？哪一个提供最大的潜力？为实现这潜力，沟通可起什么作用为实现这潜力，沟通可起什么作用 ？何时及如何最有效地与他们接触？何时及如何最有效地与他们接触？市场推广的资金应如何在时间上分配市场推广的资金应如何在时间上分配 和各种媒体和各种媒体上使用？上使用？Consumer Buying SystemCOMMUNICATION PLAN传播计划传播计划动机机考虑考虑寻找寻找经验经验购买购买选择选择aConsumer Buying System消费者购买系统消费者购买系统COMMUNICATION PLAN传播计划传播计划EXPLOIT CATEGORYMOTIVATORS发掘产品类目的购买诱因发掘产品类目的购买诱因CHANGE FRAME-OF-REFERENCE改变相关产品类别改变相关产品类别PROVIDE INFORMATION提供信息提供信息ENHANCE BRAND DISCRIMINATORS增强对品牌区铬要素增强对品牌区铬要素INFLUENCE BUYING POINT在购物时施加影响在购物时施加影响REINFORCESATISFACTIONS加强满足感加强满足感动机动机考虑考虑寻找寻找经验经验购买购买选择选择aCREATIVE MEDIA USE创意性的创意性的媒介运用媒介运用Innovative use of a Branding Idea or inventive use of a Target Audiences media consumption can be highly effective创造性地使用一个创造性地使用一个“品牌意念品牌意念” ” 或或 创新地利用创新地利用“目标顾客目标顾客”对媒体的使用习对媒体的使用习惯惯 会十分有效会十分有效aCREATIVE MEDIA USE创意性的创意性的媒介运用媒介运用Innovative use of a Branding Idea or inventive use of a Target Audiences media consumption can be highly 创造性地使用一个创造性地使用一个“品牌意念品牌意念” ” 或或 创新地利用创新地利用“目标顾客目标顾客”对媒体的使用习对媒体的使用习惯惯 会十分有效会十分有效Think outside the 超出超出 的思考的思考 aCREATIVE MEDIA USE创意性的创意性的媒介运用媒介运用aCREATIVE MEDIA USE创意性的创意性的媒介运用媒介运用aA chewing gum that helps to prevent travel sickness旅行者的口香糖旅行者的口香糖 可以防止可以防止旅行时晕车船旅行时晕车船旅行者口香糖旅行者口香糖aSick Bag晕机袋晕机袋美美国国航航空空公公司司aToA J. Walter Thompson Company BRANDING IDEAA pleasure that A pleasure that tastes so heavenly tastes so heavenly even an angel like even an angel like you cant resist it.you cant resist it.Women (and their families) who love cream cheese1stBranding Idea品牌意念品牌意念Print, POS and on-pack leaflet平面、售点广告及平面、售点广告及随产品附赠的单页随产品附赠的单页aPosters海报海报ToA J. Walter Thompson Company BRANDING IDEAA pleasure that A pleasure that tastes so heavenly tastes so heavenly even an angel like even an angel like you cant resist it.you cant resist it.Women (and their families) who love cream cheese1stBranding Idea【品牌意念品牌意念aWeb Site电脑网址电脑网址ToA J. Walter Thompson Company BRANDING IDEAA pleasure that A pleasure that tastes so heavenly tastes so heavenly even an angel like even an angel like you cant resist it.you cant resist it.Women (and their families) who love cream cheese1stBranding Idea品牌意念品牌意念aBlimp飞艇广告飞艇广告ToA J. Walter Thompson Company BRANDING IDEAA pleasure that A pleasure that tastes so heavenly tastes so heavenly even an angel like even an angel like you cant resist it.you cant resist it.Women (and their families) who love cream cheese1stBranding Idea品牌意念品牌意念aaDeveloping a Communications Plan发展一个传播计划发展一个传播计划Total Branding全方位全方位创建品牌创建品牌aAudience顾客对象All Motorists所有使用机动车辆的人Fleet Managers车队经理Media/Opinion Leaders传媒/领导舆论者Staff/Garage Managers职工/车库经理Reposition Esso as the oil major that offers quality fuel at unbeatable prices重新确立埃索公司提供价廉质优的石油的定重新确立埃索公司提供价廉质优的石油的定位位Overall Objective总体目标Transform overall image改变总体形象With the Fleet Card, demonstrate the new value of the ESSO service用车队卡展示埃索服务的新价值Lead the debate带头运行辩证Reinvigorate and excite 注入活力，焕发生机aAll Motorists Transform overall imagePriority HighestOpportunities Mass media and ESSO sites所有使用机动车辆人士所有使用机动车辆人士 改变总体形象改变总体形象优先次序优先次序 最优先最优先机会机会 大众传媒和埃索基地大众传媒和埃索基地aAll Motorists Transform overall imagePriority HighestOpportunities Mass media and ESSO sites所有使用机动车辆人士所有使用机动车辆人士 改变总体形象改变总体形象优先次序优先次序 最优先最优先机会机会 大众传媒和埃索基地大众传媒和埃索基地aAll Motorists Transform overall imagePriority Highest所有使用机动车辆人士所有使用机动车辆人士 改变总体形象改变总体形象优先次序优先次序 最优先最优先aFleet ManagersDemonstrate new valuePriorityMedium车队经理车队经理 示范新价值示范新价值优先次序优先次序 媒介媒介aA simple discipline一个简单的做法一个简单的做法The Task and Tool Grid任务和工具表COMMUNICATION PLAN传播计划传播计划aOverall Communication objective总体沟通目标总体沟通目标.Communication Plan: Task and Tool Grid传播计划：任务和工具表传播计划：任务和工具表For each audience, set out the overall objective then break this into specific tasks before choosing the best tools for each对每一个对象，制定出总体目标，把目标分为具体的任务，然后再选择对每位对象使用何种工具。对每一个对象，制定出总体目标，把目标分为具体的任务，然后再选择对每位对象使用何种工具。Target Audience目标顾客目标顾客.?.aOverall Communication objective总体沟通目标总体沟通目标 Expand Everyday Indulgence Appeal 扩大每日享用的诱惑扩大每日享用的诱惑Typical Communication Plan典型的传播计划典型的传播计划Target Audience 目标顾客目标顾客 Current users of Philly目目前使用前使用PhillyPhilly的人的人aOverall Communication objectiveImportance of Everyday Routine总体沟通目标总体沟通目标日常工作的重要程度日常工作的重要程度NutriGrain Communication Plan 传播计划传播计划Target Audience 目标顾客目标顾客 Current Eaters 目前食用者目前食用者aOverall Communication objective Importance of Everyday RoutineNutriGrain Communication PlanTarget Audience Current Eaters aOverall Communication objective Importance of Everyday RoutineNutriGrain Communication PlanTarget Audience Current Eaters aOverall Communication objective Importance of Everyday RoutineNutriGrain Communication PlanTarget Audience Current Eaters aCommunication Plan Project沟通意念沟通意念For your brand:-针对你们的品牌：Set down two audiences you wish to communicate with确定两组你们希望与之沟通的目标消费群For each set down the key communication tasks每组确定一个沟通任务Select the best media vehicles to achieve these选择最佳媒介手段来达到目的Use the task and tool grid as a way of setting this down运用任务和工具作为确定的一个方法Come up with at least one innovative media idea提出至少一个原创的媒体构思 aTo1stA J. Walter Thompson Company BRANDING IDEAThe look and feel of a European Cafe captures the sophistication of coffee that tastes as wonderful as its aromaPeople who buy premium quality coffeeJacobs (Australia)Branding Idea品牌意念品牌意念Vogue Calendar时尚日历时尚日历 for European sophisticationPacks that reflects the overall Vision表现总体视觉的包装CommunicationProgram 传播计划传播计划Caf/restaurant 咖啡厅，餐馆咖啡厅，餐馆 merchandising 的商品推销的商品推销 (Placemats , sugar wrappers) to build presence and caf credentialsBusiness Cards 名片名片Leaflets单页单页 to build coffee authority and Brand provenanceFilm program 电影节目电影节目(advertorials, sponsored film evenings, film cards) to share caf conversations. 建立品牌建立品牌的威信和的威信和原产地原产地用软广告，赞助电影用软广告，赞助电影之夜，电影卡来传播之夜，电影卡来传播“咖啡咖啡”话题话题餐垫，食糖餐垫，食糖包装，建立包装，建立咖啡资信度咖啡资信度aBUILDING CLOSER CONNECTIONS 建立建立 更近的联系更近的联系aATTRACTIONTHE BRIGHTER SIDE OF LIFE.THE A TO Z OFMagazine Advertisement 杂志广告杂志广告魅力魅力aSECURITYTHE BRIGHTER SIDE OF LIFE.THE A TO Z OFAirport Poster 机场海报机场海报安全安全aATTRACTIONTHE BRIGHTER SIDE OF LIFE.THE A TO Z OFMagazine Advertisement杂志广告杂志广告自然自然aBARMANTHE BRIGHTER SIDE OF LIFE.THE A TO Z OFIN BAR PROMOTION酒吧促销酒吧促销 The J&B World CupThe J&B World CupJ&B J&B 世界杯世界杯世界杯世界杯酒保形象酒保形象a青苹果出品青苹果出品 必属精品必属精品http:/www.docin.com/cuiyuliu淘宝店：http:/shop57233999.taobao.com联系QQ：1404173290囊括2007-2010几十G地产策划资料地产策划资料 / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。