Strategic Advertising Planning 2012 3 HBJ 1 The

Strategic Advertising Planning 전략적 광고기획 2012. 3 HBJ

광고전략모델 1. The BRIEF(Saatchi & Saatchi) 2. R. O. I(DDB Needham) 3. T Plan(J. W. Thompson) 4. Link Plan(SSC & B : Lintas) 5. Six Key Step(Ogilvy & Mather) 6. FCB GRID(Foote, Cone & Belding) 7. USP Discipline(Baker Spielvogel & Bates)

1. The BRIEF(Saatchi & Saatchi) 3) Brief의 3가지 유형 (1) Background to the Ad. Brief (2) Creative Brief (3) Media Brief

1. The BRIEF(Saatchi & Saatchi) 3) Brief의 3가지 유형 (1) Background to the Ad. Brief KEY CHARACTERISTICS OF THE BRAND 자사 Physical and emotional MARKET AND BRAND PERFORMANCE and reasons for performance 자사 COMPETITIVE ANALYSIS Who are there? How they are positioned? How are they different? 경쟁 (Remember to show competitive ads. ) PREVIOUS ADVERTISING ACTIVITY 컴 별도 When, where, how much, for us and competitors CAP/ITCA AND OTHER RESTRICTIONS 거시환경

1. The BRIEF(Saatchi & Saatchi) 3) Brief의 3가지 유형 (2) Creative Brief CAMPAIGN REQUIREMENT Campaign, one off ad. , no. of ads. THE TARGET AUDIENCE 마케팅 과제 (광고주) 목표청중 Demographics, lifestyle, product usage/attitudes WHAT IS THE ADVERTISING INTENTED TO ACHIEVE? THE SINGLE MINDED PROPOSITION SUBSTANTIATION FOR THE PROPOSITION(제안의 뒷받침) 광고목표 Concept(SMP) 핵심메시지 MANDATORY INCLUSIONS(필수 포함사항) Stockists(기업명), logos, phone numbers etc. DESIRED BRAND IMAGE Friendly, sophisticated, contemporary etc. 크리에이티브 광고목표 (기대이미지)

1. The BRIEF(Saatchi & Saatchi) 3) Brief의 3가지 유형 (3) Media Brief TARGET AUDIENCE 목표청중 Demographics, lifestyle, product usage/attitudes SUGGESTED MEDIA 매체선정 Medium, length/size, number of executions BUDGET 매체 예산 Media and production 매체 배분 REGIONALITY SEASONALITY TIMING OF CAMPAIGN 〉 매체 일정

2. R. O. I (DDB Needham) 1) 기본원칙 훌륭한 광고의 조건 Relevance(적절성) Originality(독창성) Impact(영향력)

2. R. O. I (DDB Needham) 3) 전략요약서 (Strategy Summary Worksheet) 전략 추천안 (Strategy Recommendation) 목표(PURPOSE): 목표집단 프로파일(TARGET PROFILE): 광고목표 목표청중 (Target Profile) 고약속과 뒷받침(PROMISE & SUPPORT): 광 ․PROMISE ․SUPPORT Concept(Promise) Message(Support) 브랜드 개성(BRAND PERSONALITY): Concept(Personality) 매체 기회(MEDIA OPPORTUNITIES): 매체 COMMENTS: 전략 추천의 핵심적 이유 Else 대안(ALTERNATIVE): 대안 1 -2개 제시, 5단계 모두 또는 일부만 기술

3. T Plan (J. W. Tompson) 3) PLANNING CYCLE Where are we? 자사분석 (기타 분석 포함) Are we getting there? Why are we there? 평가 및 피드백 How could we get there? 광고전략 (who, what, how) Where could We be? 광고목표

4. Link Plan (SSC & B Lintas) 1) 개요 (Link Folder) (1) 시장분석(LINK Market Analysis): 핵심 사실은 무엇인가? (2) 현재(LINK Today) : Where are we now? (3) 미래(LINK Tomorrow): Where should we be?

5. Six Key Step(Ogilvy & Mather) 2) 과정 STEP 2 : BUILD A BRAND BENEFIT PROFILE 자사브랜드 혜택의 확인 1. CURRENT TARGET GROUP 2. BRAND BENEFITS IMPORTANT TO THIS GROUP 이성적 혜택(rational benefits): 고객을 위한 기능 감각적 혜택(sensory benefits): 패키지, 외양, 형태, 향기, 사용방법 등 물리적 특성이 감각에 미치는 효과 감성적 혜택(emotional benefits): 브랜드 개성, 브랜드 이미지 3. OTHER BRANDS PROVIDING SIMILAR BENEFITS 4. COMPETITIVELY UNIQUE BENEFITS OF THE BRAND 5. KEY DISADVANTAGES OF OUR BRAND

5. Six Key Step(Ogilvy & Mather) 2) 과정 STEP 4 : ADVERTISING STRATEGY PREPARE A TARGET CONSUMER STATEMENT 1. BASIC DESCRIPTION (인구통계/가치/태도/LS) 2. ATTITUDES AND USAGE (제품 및 자사브랜드 차원) 3. CATEGORY RISKS Performance 제품 ( 품질) Social 타인 ( 시각) Self-image 일치 ( 정도) 4. 목표소비자의 핵심문제 5. COMPETITIVE FRAME 6. 자사브랜드의 경쟁적 위치 CREATIVE STRATEGY STATEMENT 1. 2. 3. 4. 5. 6. 7. 8. 브랜드 구축방법 목표 소비자집단 주요 경쟁자 포지셔닝 소비자혜택 뒷받침 TONE AND MANNER CONSTRAINS(규제) MEDIA STRATEGY STATEMENT 1. 2. 3. 4. 5. 6. 목표청중 계절성/스케쥴링 매체비중/배포 크리에이티브 고려사항 경쟁관련 고려사항 매체 선정

6. FCB GRID(Foote, Cone & Belding) 1) 개요 FCB 전략수립 모델 THINKING H I M P O R L T O A WN C E 1. INFORMATIVE(THINKER) CAR․HOUSE․FURNISHINGS․NEW PRODUCTS MODEL: LEARN-DO-FEEL(Economic? ) Possible Implications FEELING 2. AFFECTIVE(FEELER) JEWELRY․COSMETICS․FASHION APPAREL․ MOTORCYCLES MODEL: FEEL-LEARN-DO(Psychological? ) Possible Implications TEST: Recall Diagnostics TEST: Attitude Change, Emotion Arousal MEDIA: Long Copy Format, Reflective Vehicles MEDIA: Large Space, Image Specials CREATIVE: Specific Information Demonstration CREATIVE: Executional Impact 3. HABIT FORMATION(DOER) 4. SELF-SATISFACTION(REACTOR) FOOD․HOUSEHOLD ITEMS CIGARETTES․LIQUOR․CANDY MODEL: DO-LEARN-FEEL(Responsive? ) MODEL: DO-FEEL-LEARN(Social? ) Possible Implications TEST: Sales MEDIA: Small Space, 10 Second, Radio, POS MEDIA: Billboards, Newspapers, POS CREATIVE: Reminder CREATIVE: Attention

6. FCB GRID(Foote, Cone & Belding) 2) FCB CREATIVE AND STRATEGY MANUAL • KEY BACKGROUND AND OBJECTIVES • CREATIVE STRATEGY • EXECUTIONAL CONSIDERATIONS

6. FCB GRID(Foote, Cone & Belding) 2) FCB CREATIVE AND STRATEGY MANUAL (1) KEY BACKGROUND AND OBJECTIVES Key Product and Marketing Background 지침: 제품, 구매장소, 계절성, 가격, 패키지, 경쟁자, 시장규모, 신제품의 진입 등 Advertising Objectives 지침: 단일의 목표를 구체적으로 기술(인지, 이미지, 직접반응 제고 등) 목표 구체화 Role of the Advertising, or, Problem the Advertising Must Solve 지침: 가장 중요한 문제 선택(가령 기존 고객에게 습관적 사용을 확신시킴)

6. FCB GRID(Foote, Cone & Belding) 2) FCB CREATIVE AND STRATEGY MANUAL (3) EXECUTIONAL CONSIDERATIONS Brand Personality 지침: 브랜드를 경쟁자와 차별화하는 독특한 특성들, 제작의 핵심 단서 및 요소 Language Budget Guidelines: Media _______ Production _____ Required: Choice of Media: Size/Colour: Additional Considerations THE FCB PLANNING MODEL THE CATEGORY GRID RATIONAL EMOTIONAL THE BRAND GRID RATIONAL HIGH INVOLVEMENT LOW INVOLVEMENT EMOTIONAL

7. USP Discipline(Backer Spielvogel & Bates) 1) 과정 STEP 2 : RANK OF MIND 시장지배의 법칙(Law of Dominance) ONE is One-derful 1위는 아주 좋다 TWO can be Terrific 2위도 괜찮다고 할 수 있다 THREE is Threatened 3위는 위험하다 FOUR is Fatal 4위는 치명적이다

7. USP Discipline(Backer Spielvogel & Bates) 1) 과정 STEP 3 : CREATIVE AND MEDIA STRATEGY CREATIVE STRATEGY 1. The Total Net Impression 2. Business Response(The Objective) 3. Source of Business(Competition) 4. Target 5. The Key Benefit 6. Support for Benefit(Reason Why) 7. Brand Essence

7. USP Discipline(Baker Spielvogel & Bates) 1) 과정 STEP 3 : CREATIVE AND MEDIA STRATEGY 1. Key Plan Goal 2. Target Audience 3. Geography 4. Scheduling Priority 5. Promotion Factors 6. Creative Considerations 7. Testing Programs 8. Other Media Considerations 9. Priorities