Company

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?????? ???
Company Logo
_at_

• ?????

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1. ?? ???? Creative ??

• Saatchi Saatchi Brief
• J Walter Thompson T-Plan
• Lintas Link Plan
• FCB Grid Model
• DDB Needham R. O. I.
• ??? ? ??

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2. J Walter Thompson T-Plan
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2. Lintas Link Plan
??? ?? ??? ?????
?? ??? ?????
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2. FCB Grid Model
?? ??
??? (High Involvement) I II
??? (Low Involvement) III IV
Ex) HITE?? IV-gtIII
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2. DDB Needham R. O. I.

• ROI (Return On Investment)
• ??? ??? ?????
• ???? ??? ??? ? ???
• ?? ???? Benefits? ????? ??(Promise)? ? ??? ?? ???
  ? ??? Support? ????
• ?? ??(Personality)?? ??? ??? ? ? ???
• ?? ??? ?? ?? ???? ??? ???? ??? ?? ??(Aperture)?
  ?? ? ???

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2. ??? ? ??
??(Brand)? ??? ??? ??(?)
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3. Creative Brief
Creative Brief Creative Brief Creative Brief Creative Brief Creative Brief Creative Brief Creative Brief Creative Brief
Client Brand Job-No. Date
Account Creative Media Controller
Job-Title
Campaign Requirement Campaign Requirement Campaign Requirement
Target Audience Target Audience

Advertising Objective Advertising Objective Advertising Objective

ACB

SMP

RTB

Mandatory Mandatory

DBI

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4. Creative Brief ????

• ???? ???? Marketing Background ???
• ??? AE? Brief(????/CB/MB)?? ??
• ???? ???? Brief ??
• ???(CW,GD,PD)? MP?? ???
• CB? ????? ???? ????? Presentation
• ??? ??? ??? ?? ?? ??
• ??? ???? ??? ?? ?? ??
• ???? ? Feed-back(???? ??)

Marketing Background

• Key Characteristics of the Brand
• -. ???/??? ??
• -. Target ??(????/loyalty/?????)
• Market Brand Performance
• -. Competitive Analysis
• -. Brand Positioning
• -. Previous Advertising Activities
• Legal Advertising Restrictions

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5. Creative Brief ??

• ??? Creative? ???? ?? ???? ????? ??? ??????
  ???(?????)
• ??? ???(Original)??, ???? ????? ??(Stimulating)?
  ? ??, ??? ??(Factual)? Brief? ???? ??.
• CB ???? ???/???/???/???

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6. Creative Brief ????

• ???/??? ??? ????
• ?? ? ?? ???? ?? ??? ??? ?????
• ??? ????
• ???, ???, ??? ?? ??? ??? ????
• ???? ??? ??
• ??? ??? ? ??? ??? ??.
• ??? Creative ??
• Fact Book? ?? ??? ???? ???? ??.

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7. Campaign Requirement

• ??? or ???(???, ????) ??
• ?? Promotion ?? ??(Event ?? ?)
• ??????
• ?? ??? ??

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8. Target Audience

• KNOWING WHO YOURE TALKING TO IS THE STARTING
  POINT
• GIVE A VIVID PICTURE TO THE CREATIVES
• DEMOGRAPHICS ARE IMPORTANT, BUT NOT ENOUGH
• INCLUDE LIFESTYLE AND PSYCHOGRAPHICS AS WELL
• DEFINE HOW YOUR TARGET VIEWS YOUR BRAND/CATEGORY

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8. Target Audience

• Men 1835
• Men 1835 who are interested in sports
• Men 1835(white collar)who make 35,000,live in
  urban or suburban areas. They are real sports
  enthusiasts and primarily enjoy country club
  activities(especially tennis). They like people
  to take notice of what they wear and dont mind
  attracting a bit of attention. They like
  controversial sports stars like Jimmy Conners,
  Andre Agassi and Diego Maradona for their
  outrageous behavior on and off the playing field.
  Its important to them that their clothes are
  functional, but also make a fashion statement.

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9. Advertising Objectives(????)

• ????? ??? ???? ? ? ??? Target?? ??? ??? ??, ???
  ????? ???? ?? ???? ???? ?.
• ??? ??? ?? gt ??? ??? ?? gt ??? ??? ??

• ???? ??? ?? ?? ???(??,?? ?)
• ??? ??? ?? ??? ???
• ??(??)? ??? ?? ??? ???
• ??? ???? ??? ?? ??? ???
• ????? ?? ??? ???
• ?? ?? ??? ?? ??? ???

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9. Advertising Objectives(????)

• To help increase sales of Korean Airlines
• To convince people that Korean Airlines is the
  best airlines in the World
• To achieve increased passenger frequency among
  businessmen loyal to other airlines that offer
  discount fares

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9. Advertising Objectives(????)

• BE REALISTIC
• DONT STATE A SALES OBJECTIVE
• DONT RE-STATE THE SMP

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ACB?Target? ??? Brand ?? ???? ??? ????? ??? ??
?? ???? ?? ?? ??? ?? ??? ?? ???(---)? ????.
10. Accepted Consumer Belief

• THE ENGINE OF THE BRIEF
• INEXTRICABLY LINKED TO THE SMP
• MUST BE INTERESTING AND/OR PROVOCATIVE
• MUST BE A TRUE BELIEF
• DOES NOT HAVE TO BE TRUE

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10. Accepted Consumer Belief

• ??? ??? ??? ? ?? ???? ?? ??? ??
• ???? ?? ? ??
• ??? ??? ?? ? ?? ??? ???? ??? ???
  ??? ??
• ??? ???? ??? ? ?? ??? ?? ??? ??
• ?? ??? ???
• ??? ? ?? ???? ??? ??
• ?? ? ?? ??? ?
• ??? ??? ??? ? ?? ???? ?? ?? ??
• ? ? ???

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A negative your brand refutes
Cheer Detergent Getting out really tough
laundry stains in cold water is impossible
Oil of Ulan Growing old is a fact of life, no
moisturiser can keep me young
A benefit void your brand fills
Oil of Olay Face Wash Soap dries my face
Tylenol When it comes to medicine, hospitals
are the experts
A rational belief a brand builds off of
Avis Youre inclined to rest on your laurels
and not work hard When youre the leader
A emotional belief that can be leverage
IKEA I know what Im looking for when I buy
furniture and I dont need a salesman to tell me
what I already know
A category perception your brand refutes
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10. ACB? ??? ???

• FGI ?? ??? ?? ??
• ??? mailing??(DM/ E-MAIL)
• UA ?? ??
• ??? ?? ??
• ??? ??
• ???? ??? ??? ???(??,?? ?)
• ???/??? ? ??? ??? ???? ??
• ?????/????? ?? Brain-storming

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10. ACB????

• ACB? ??? ? ?? ??? ?.
• ????(SORTING)
• -. ???? ?? ?? ?? ??? ??
• -. ??? ACB? ??? ?? ?
• -. ??Brand? ??? ? ?? ?? ??
• -. ??? ACB? ?? ?? ?
• ????
• -. ??? ??(??)???
• -. ???? ??? ???? ? ?? ????
• -. ?? Brand? ??? ?? ?????

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11. Single Minded Proposition

• ????? ???? ?? ??? ???? ???(Creative Concept)??,
  ??? ??? ??? ? ?? ????.
• ??? ??? ? ?? ??? ???(compelling)?? ????(come
  alive)??.
• To make a Single-Minded Proposition come
  alive in a compelling way
• ???? ?? ????(fresh) /????(exciting)
• /?????(memorable) ??
• ??? ACB?? ??

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11. Single Minded Proposition ??

• ????????/???? ??/???/?????(???)/???(???)
• ??? ??????(??,???,???,??? ?) ??
• ????????/???/??? ?? ??
• ????? ???
• ?? ???? ??? ??
• ?????? ?? ???(???)/????/???? ?(??)
• ??? ?????/??/???/???
• ???/??? ??? ????? ??/???/?? ??/??, ??
• ??? ??History/????/???
• ????? ???????/??? ??
• ?????? ?????? ??/????
• ??????/???/??00??/???
• ???? ??????/???

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More Provocative!!
11. Single Minded Proposition ??

• Diet coke? ???? ?? ?? ?????
• ?? ??? ???? ??? Diet coke ?
• ???? ?? Nescafe, ??? ????
• ??? ????. ??? ???? ?? ??? Nescafe ? ???
• Nikon, ????? ??
• Nikon, 10?? ???? ? 9?? ???? ???

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11. Single Minded Proposition ??
CLAIROL COLOR LOOKS JUST LIKE REAL HAIR COLOR
CLAIROL COLOR IS SO REAL EVEN YOUR FRIENDS WONT
BE ABLE TO TELL
CLAIROL COLOR IS SO REAL ONLY A HAIR-DRESSER
WOULD KNOW FOR SURE
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There was once a blind man who used to beg at one
side of Central Park. He sat there with his hat
on the ground ready to receive any donations. He
also had a sign which read I am blind One fine
morning in early spring, a copywriter passed by
on his way to work. He bent down, wrote something
on the sign and passed on. That evening, he
passed by again on his way home. How was your
day? he required of the blind man. Fantastic!
came the reply, never done so well. What did you
write on the sign? I added a few words to your
sign, so it read It is spring and I am blind.
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12. Desired Brand Image

• Target? ??? ?? ? ? ?? Brand? ?? ?? ??? ?? ? ? ???
  ???? ? (Tone Mood)
• ??? Brand Image? ???? ???,??? ??? ?? ?????? Brand
  Power? ??
• SMP? ??? ??? ??, ?? ???? ?? ??? Brand? ???
  Positioning? ???? ???? ?? ????, ?? ??(???)?
  ?????? ??? ??? ???? ?? ??? ?.

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13. Reason To Believe

• SMP? ?? ????? ??? ?? ??

• ??????
• ??? ???/??? ??(Philosophy)
• ?? ????
• ???? ??/Report
• CI/BI ??(Trade Mark/Trusted Name)
• ???? ?? ??? ??(???/??? ??)
• ??? ???/???

• ??? ??? ????? ?? ???? ??? ?

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14. Mandatory

• ???? ???? ??? ???, ???? ???? ?? ?? ?? ??

• ???? ?? ???? ??
• ????? ?????? ?? ???? ?
• ??/??? ????? ???? ?? ??? (??/??/????/????/?? ?)
  

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How We Judge Creative?

• DOES IT MEET THE BRIEF?
• IS IT UNIQUE?

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The Tools

• CREATIVE BRIEF STRATEGY
• OUTSTANDING IDEAS - CREATIVE

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????

• IS IT RELEVANT TO OUR TARGET?
• DOES IT CREALY COMMUNICATE THE SMP?
• IS IT CONSISTENT WITH BRAND CHARACTER?
• DOES IT ACHIVE OVERALL OBJECTIVES?
• IS IT A UNIQUE IDEA?

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??? ?? ?? ??? ????? ???

• ???? ??? ???
• ???? ???
• WINS AWARDS
• BUT DOESNT SELL
• A DAMN THING

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??? ??? ???? ???? ????? ??

• ??? ???? ??? ? ??? ?? ??? ????? ?? ??? ? ???.
• UNDERSELLS THE STRATEGY,
• UNDERSELLS THE CREATIVE

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SMP? ?? ACB? ??? ????
1 SMP EVERY YEAR BRITISH AIRWAYS BRINGS 24
MILLION PEOPLE TOGETHER 2 SMP
WATSONS WATER IS 100 PURE(NATURAL) 3 SMP
TALENS RUBBER CEMENT LETS YOU CORRECT
THE GLUE AFTER YOU STICK IT 4 SMP KCRC IS
WORKING HARD TO IMPROVE THE TRAIN
SYSTEM 5 SMP IBM IS THE BIGGEST MOST DIVERSE
COMPUTER COMPANY IN THE WORLD 6
SMP SATCHI WALLETS ARE MADE FROM THE FINEST
LEATHER
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(No Transcript)
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OIL OF ULAN BRIDE
SISTER-HK MISTAKEN AGE-AUS
LUXURY CAR CLASSIC TOUCH
NISSAN CIMA TIGHT SYSTEM(BALL)
TOYOTA LEXUS
SINGLE CONCEPT 2 IN 1 HEAD
SHOULDERS BABY HEATER-
HANIMAX WASH IN COLD WATER- CHEER
DETERGENT
FLEXIBILITY- CANON COPIERS
STRONG TRUCK- TOYOTA, AUS
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Media Brief

• MEDIA OBJECTIVES
• TARGET AUDIENCE SUMMARY
• MEDIA STRATEGY
• -. MEDIA-MIX
• -. MEDIA BUDGET ALLOCATION
• MEDIA SCHEDULE