Many students of local companies may mistakenly think that "strategy" is "planning", in fact, "strategy" and some domestic companies say "planning" is two different things, strategy is called "strategy" (strategy, strategy), and planning English should be "plan", planning, arrangement, is the verb.

Therefore, "strategy" is to analyze and infer the concept, and "planning" is to plan the implementation and implementation.

Strategy can also be divided into marketing strategy, brand strategy, advertising strategy and many other latitudes, since the owner after the interview is creative related, so I believe the landlord refers to advertising strategy.

So, what is an advertising strategy?

Advertising strategy is the positioning of existing brands/products, through the current market competition environment and the insight of the target consumer, to derive a concept that can impress the target consumer process.

Take the taxi stand as an example, its product positioning is "de-starvation". Then the advertising ad company will use the Focus Group to investigate the target population, when they are hungry, what kind of problems they will encounter, and how our products can play their role in "de-starvation" to solve their problems.

We found through research, many people say that when they are hungry, they are soft, some people say that when they are hungry, they have a bad temper, some people say that when they are hungry, they will be lazy...

Through research, we can find that when we are hungry, it is like changing a person. And it's a statement that's generally accepted and not mentioned by any other brand.

So combined with the product, summed up as a key message is - the taxi rack can make hungry people back to themselves

So this inference process is the advertising strategy of the taxi stand. (Of course, there will be a lot of market analysis, competition analysis, consumer analysis balabala pretends to be very very professional content assistance)

All of the above is done by The Policy Department.

In fact, the English concept is not only the meaning of "concepts, concepts", it also has the meaning of "the product of thinking, creation, invention". So the visible concept should be a newly created, unique point of view or proposition.

The concept not only kicks back the big brand/product positioning, consumer insight, strategy key message, but also needs to consider whether there is enough creative extension space under this concept. If this sentence is unique, but it deviates from the previous strategy, it is not available. If it's unique, but the creatives find it's not enough to develop an integrated communication idea, it's not available. Until you find a concept that fits the strategy and extends the idea.

Take, for example, the concept of "when you are hungry, you are not yourself" (you are not you when hungry)

This sentence can first buckle back to the starvation of the product positioning, and second, it is in line with our target consumer insight, while it continues the strategy of the key message frame can make hungry people back to their own.

Of course, the most important thing is that creative students from this sentence can think of a lot of "when you are hungry, you are not yourself" thinking of good ideas.

This is the concept of advertising, generally by the strategy department, the customer department, the creative department of the common discussion and research (but generally by a sharp-eyed ideas unique soul figures think, and then everyone agrees).

Advertising creativity is the most important and interesting part of advertising, that is, under established concepts, for different media, to create ads that can attract and influence the audience.

So it's going to be for TV, outdoors, networks, buildings, special media, events... to develop ideas for integrated communication. This believe that the students who advertise are more familiar, I do not say much, directly take the case to say things.

So the taxi stand in the television advertisement, is through the dramatic humor way, the performance of a person because hungry, become Lin sister, become a charter mother-in-law, become a Tang monk, become a bean ... Then take a bite of the taxi stand, and he changes back to himself.

So in the outdoor media, it may be some extension of the creativity in TV advertising.

On the network, you can carry out related activities, such as "save hungry goods, brothers have a responsibility", for your side of the hungry brothers to buy taxi racks, let them do their own.

On the social platform, you can invite netizens to share their hungry stories.

Special media, such as overtime taxi screen ads, can be for people who work overtime without dinner to make special ideas.

……

So all the work that needs to be "thought" is creative, you can come up with a lot of weird ideas, and then choose the most dramatic, the most conceptual ideas.

These work, of course, are crazy creative students to do.

Execution is about turning ideas from the stage of idea ideas to reality.

This includes scripting the ad as a TV ad (shooting, 3D, late...). ), to make the flat idea into the final manuscript (flat shooting, repair drawings, finished manuscripts...) ), set up and carry out activities on the web activity website...

The work that needs to be done is to do it.

So the creative execution of the Sli rack is the work that you see out on the street and the process of making them.

These are performed by the creative department students as well as the production company, the repair company, the post-company, the printing company ... Done together by a third party.

Source: www.goalturn.com

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BMW (China) officially began 2015 executive recruitment, 200 into the final round of interviewers only 2 people passed!

(A) earn 1 yuan (B) earn 2 yuan (C) earn 3 yuan (D) do not earn no loss (E) lose 2 yuan

Only 1% of people got it right during the interview, and the answer was absolutely unexpected! Post-follow reply"Interview.”。

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