企劃循環培訓課件(PPT 34頁)

The Planning Cycle企劃循環
A Continuous Process一個持續不斷的過程
A Complex Process一個複雜的過程
The Cycle循環
Where Are We?我們現在何處?
Market Considerations市場考量
Brand Considerations品牌考量
Why Could We Be?我們可以到達何處?
Where Could We Be?我們可以到達何處?
How Could We Get There?我們如何到達該處?
Identifying The Target Consumers界定目標對象
Sources Of Brand Growth品牌成長來源
An Example舉例
Four Stages Of Advertising Development廣告發展的四個階段
Where Research Fits In調研在何處卡位
Qualitative vs Quantitative質化V.S量化

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