Bài giảng môn Quảng cáo - commreview the structure

COMMUNICATION REVIEWComposed by Zennie Trang Nguyen for University of Economics Hochiminh City - Year 2018... CAMPAIGN ANALYSIS THE CAP MARKET OUTLOOK PRODUCT/CATEGORY Market size Mar

COMMUNICATION REVIEW

Composed by Zennie Trang Nguyen for University of Economics Hochiminh City - Year 2018

THE STRUCTURE OUTLINES

CAMPAIGN

ANALYSIS

THE CAP

MARKET

OUTLOOK PRODUCT/CATEGORY Market size

Market share Growth rate Market Segmentation with Key Players

PRICE

Range/Positioning; Low, Mid, High, Premium Perception

PLACEMENT

Distribution/channels:

- Traditional vs Modern vs Innovative

- On-premise vs Off-premise Key highlights on the coverage and weight (if any)

LECTURER NOTE:

• NOT ALL ABOVE CONTENT ARE REQUIRED TO BE FULLY SHOWN

• BE SELECTIVE IN TERM OF DATA/INFORMATION/FIGURES/OBSERVATION/FACTS TO MAKKE SURE THAT THEY COULD SET AND

BUILD UP TO YOUR STRATEGY.

CAMPAIGN

ANALYSIS

THE CAP

MARKET

OUTLOOK WHO From

Product/Service/Brand Company/Corporate/Organization

To

Target Audience

WHAT:

Challenge Communication Task Communication Discipline Communication Strategy Key Message

HOW

Details of Media/Channel Mix Communication Framework

EXECUTION

Highlights of Creative/Comm Materials

CAMPAIGN

ANALYSIS

THE CAP

MARKET

‣ Attention

‣ Brand fit

‣ Change

- Brand move

- Consumer mindset/behavior to the Brand

IMPLICATION

‣ The Work/Campaign Impact

- Lesson-learnt to our Brand: What should and shouldn’t be done?

- The winning factors of the campaign (if any)

‣ Forecast the next move to secure or adjust our

Brand’s Comm strategy

- is our brand’s strategy uniquely own-able in this competitive landscape?

- in which way should our brand perform?

KEY POINTERS

• Track all media given the resource availability

• Label creative assets with the right type (TVC airing, Youtube re-broadcasting, Print on Press, social media

seeding posts, social media KOL’s endorsed posts,…)

• Group all creative assets into Comm Disciplines (Advertising, PR, Event, Activation,…)

• Filter creative assets of all communication disciplines into the same campaign

• Build up the communication framework (by campaign, by phase, by time,…)