奥美确认需求101

Ogilvy&MatherRef:TRAINING/TT/2NEEDS/rc*IdentifyNeeds确认需求1Ogilvy&MatherRef:TRAINING/TT/2NEEDS/rc*TheTrainingCycle训练循环图Identifyneeds确认需求Designtheprogramme设计课程Setobjectives设立目标Selectmethodsofmeasurement选定评估方法Measurethechangeinperformance评估行为/表现上的改变Runtheprogramme执行课程Ogilvy&MatherRef:TRAINING/TT/2NEEDS/rc*CombineThreeApproaches三种方法的结合TopDown由上而下BottomUp由下而上Introspection由内而外3Ogilvy&MatherRef:TRAINING/TT/2NEEDS/rc*TopDown由上而下AskHOCforinputwhentheannualplanisbeingputtogetherSeptember/October拟年度计划时(九月/十月),向HOC徵询意见.Askdisciplineanddepartmentheads询问部门主管及各分公司总经理Payparticularattentiontononadvertisingdisciplineswhoseneedscanpassun-noticedamidtheclamourofourcoreadvertisingbusiness特别注意非广告的公司需求,因为很容易被忽略Don’tforgetMindshare/Thenetwork不要忘了Mindshare4Ogilvy&MatherRef:TRAINING/TT/2NEEDS/rc*TopDown(Cont’d)由上而下(续)Useopenquestions