奥美金光纸业app企业形象整合传播计划

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1、奥美金光纸业APP企业形象整合传播计划APP企业形象APP企业形象整合传播计划整合传播计划5July20035July20031Ogilvy&Mather目录目录Ⅰ.企业形象在中国Ⅶ.广告创意作品Ⅰ.企业形象在中国Ⅶ.广告创意作品ⅡⅡ我我们们的的任任务务ⅧⅧ媒媒介介计计划划Ⅲ.APP在中国的定位Ⅸ.网页规划Ⅲ.APP在中国的定位Ⅸ.网页规划Ⅳ.具体行为的展现Ⅹ.危机管理Ⅳ.具体行为的展现Ⅹ.危机管理Ⅴ.如何将企业定位Ⅺ.赞助活动Ⅴ.如何将企业定位Ⅺ.赞助活动呈现于社会大众呈现于社会大众Ⅻ.效果评估Ⅻ.效果评估Ⅵ.广告策略Ⅵ.广告策略XIII.奥

2、美介绍XIII.奥美介绍2Ogilvy&MatherⅠ.企业形象在中国Ⅰ.企业形象在中国3Ogilvy&Mather““n驱动消费者偏好的主要因素:-n驱动消费者偏好的主要因素:-lHigherOpinion好的口碑lHigherOpinion好的口碑llAppealsMore吸引更多人AppealsMore吸引更多人llMeetsNeeds满足需求MeetsNeeds满足需求llWWoorrkkssBBeetttteerr实实用用lTrustsMore更多人信赖lTrustsMore更多人信赖n次重要因素n次重要因素llMorecaring更

3、多的照顾Morecaring更多的照顾SSoouurrccee::WWPPPPBBrraannddzzSSttuuddyy,,CChhiinnaa4Ogilvy&Mathernn知名度知名度nn实际接触的机会实际接触的机会nn具体的行为具体的行为5Ogilvy&MatherImportanceoffactor45678910-20MeetsneedsWorksbetter-10WouldrecommendBetterqualityBetterprice/dealHigheropinionCategoryWanttobeseen0ScorevAp

4、pealsmorePartSuccessfulBecomgsuccessfulDifferentTrustmore10SettingtrendsMorecaring20Unilever-Food&Drink-China6WPPBrandzStudy,ChinaOgilvy&MatherImportanceoffactor45678910-20-10MorecaringBetterprice/dealBecomgsuccessfulTrustmorePartSuccessfulRectofrAppealsmore0WanttobeseenSett

5、ingtrendsDifferentCategoryHigheropinionScorevBetterquality10MeetsneedsWorksbetter2030Kraft-Food&Drink-China7WPPBrandzStudy,ChinaOgilvy&MatherImportanceoffactor45678910-30Betterprice/deal-20CategoryMeetsneeds-10ScorevAppealsmorePartSuccessfulTrustmoreMorecaringSettingtrendsWo

6、rksbetterHigheropinionBecomgsuccessful0BetterqualityDifferentWouldrecommendWanttobeseen10Nestle-Food&Drink-China8WPPBrandzStudy,ChinaOgilvy&MatherImportanceoffactor456789-20Betterprice/deal-10TrustmoreBetterqualityPartSuccessfulMeetsneedsCategory0AppealsmoreScorevWorksbetter

7、BecomgsuccessfulMorecaringWouldrecommendDiffHigher10Settingtrends20BristolMyersSquibb-Pharmaceutical-China9WPPBrandzStudy,ChinaOgilvy&MatherImportanceoffactor456789-10BetterqualityWanttobeseenMeetsneedsBetterprice/dealRectofr0WorksbetterTrustmoreCategory10AppealsmoreScorevBe

8、comgsuccessfulMorecaringHigheropinion20SettingtrendsDifferentPartSuccessful