奥美广告_The_Panning_Cyce_企划循环

天天文档在线最全资料平台www.doc365.netQQ:744421982ThePlanningCycle企划循环?ThePlanningCycle企划循环AContinuousProcess一个持续不断的过程Planningdoesnotstartwhentheagencyisbriefed…orwhenthecreativeteamstrollintowork企划不是当代理商接到简报才开始的，也不是当创意人员进入工作才开始的。Nordoesitendwhentheadvertisementappearsinthemedia企划也不会在广告刊播于媒体之后就结束。TheCycle循环Recognizestheprocessiscontinuous认知到这个过程是持续不断的Prsmptsare-examinationofthequestionbeforeasyouanswereachquestion鼓励在回答每一个问题之前重新检视问题Drawsattentiontosequenceandnatureofdecisionsthathavetobemade将注意力集中到必须决定的前因、后果以及本质Indicatesroleandfocusofresearchateachstage在每一阶段指出调研的角色和重点Suggestshowresearchcancontrbuteeffectivelytodecisionmaking建议调研如何有效的对决策做出贡献Keepsthebrandcentrestage,ashero品牌是舞台的核心和英雄ABrandHasManyComponents一个品牌有许多组成要素WhatDoWeDoDuringTheCycle在循环里我们作些什么？Context来龙去脉Whatisthestateofthematket?市场状况为何？Whatisthestateofourbra