BrandingAdvertising tài liệu tiếng anh

BRANDING & ADVERTISING PART PASSPORT TO MARKETING COMMUNICATIONS SESSION 01 DO YOU SPEAK MARKETING COMMUNICATIONS? PHẦN - MỞ CỬA 01 Marketing, Marketing Communication, Creative Communication, Advertising: 02 Client 03 Agency 04 Objectives: 05 Brief: 06 Deliverables: PHẦN - BƯỚC ZÔ 07 Agency/Production House: 08 Advertising agency: + traditional advertising agency: + agency network: + holding companies: + independent agency: 09 Media Agency: 10 Applied Marketing Research agency: 11 PR/Event/Activation agency: 12 Digital agency: PHẦN - KIẾM CHỖ NGỒI 13 Account/Client services: 14 Creative: + Executive Creative Director + Copywriter + Art Director + Designer + Visualiser 15 Planner/Strategic Planning: 16 Production: 17 Portfolios: 18 Trainee/Intern/Junior: PHẦN - HÓNG 19 “Đi Pích” - Pitching: 20 Proposal: 21 Big Idea: 22 Consumer insight: 23 CE – Cost Estimated: 24 Timeline – Deadline – “nộp bài”: PHẦN - VỌC 25 TVC: + Storyboard + PPM + Talent + Voice Talent + Shooting + Post production + Offline + Air 26 Print-ads: + Headline + Body copy + Illustration + Slogan – tagline + Format: 27 Event – Activation: 28 Integrated communication: 29 Brand guidelines: 30 Paid – Own – Eaned: SESSION 02 WHAT IS BRAND & MARKETING? INTRODUCTION GOOD MARKETING IS NO ACCIDENT, BUT A RESULT OF CAREFUL PLANNING AND EXECUTION USING STATE-OF-THE-ART TOOLS AND TECHNIQUES It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century marketing environment Marketing management - Kotler Keller SESSION 19 INTEGRATED COMMUNICATION DIGITAL Digital is not a medium Digital is an infrastructure The internet has changed nothing Except compel us to be better INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communications is a simple concept It ensures that all forms of communications and messages are carefully linked together At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony Approach 1: all media – same message Approach 2: customize outcome for each medium Approach 3: each medium is born different Approach 4: consumer journey planning SESSION 20 MAKING A GREAT PRESENTATION WHY IS PRESENTING SO IMPORTANT? “Good Ideas are so frequently undermined by bad presentations that it is almost tragic” - Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide • Work poorly presented is frequently work that is rejected • Work rejected is work that has to be revisited at the agency’s your expense • Work that’s rejected wears people down with disappointment and the need to revisit the same brief task over and over again • Poorly presented work doesn’t much for the client any relationship either THE VALUE OF WELL-PRESENTED WORK • Well presented work gets approved, the job moves on, we can all go back to focus on the work • Even if the client your boss rejects the work, your professionalism is respected and in turn you’ll receive a professional response directed at improving the job • Well presented work also develops trust By presenting well you show that you believe in what you do, and your sincerity becomes the foundation for trust • and there’s the excitement factor It is not what you say – It is what other people hear A CONCEPT: an abstract or general idea inferred or derived from specific instances AN IDEA: the specific result of your cognition, what you have in your mind Example: Small brown things that move… -> Mice • One of the most difficult things about presenting, is that we’ve already done the work and our heads are into the next three jobs “We know why we did it the way we did,” we moan, “It should be obvious.” But the fact is, it’s not obvious • You have to guide people through your thinking, get their buy-in By explaining where you’ve come from, you include them in the process, giving them a share of the work • In covering-off the thinking that lead you to your recommended concept, you put an end to the question, “What if we did this ?” because you have generally already tried it, and in showing how you reached your conclusion, you’ve already shown why you’ve moved on from that point THE COGNITIVE STYLE OF POWERPOINT • PowerPoint undermines good thinking by forcing the imprecise use of language, by fragmenting information, and by encouraging the triumph of order over content • These inherent problems are then compounded by slavish devotion to an array of tools (clipart, transitions, templates etc.) that are supposed to help, and a widely embraced presentation slide that involves reading every last word on the slide • PowerPoint over-dependency represents intellectual lethargy on the part of the presenter, and generally includes something similar in its audience THE ART OF SELLING IDEAS YOUR WAY • Frank Sinatra was one of the great presenters • He presented in his own style And you can present in your own style • Today you will learn a few techniques But you must present in your own way • As Frank used to sing “I'll state my case, of which I'm certain” HOMEWORK • Everything that can go wrong, will go wrong So make sure you’ve covered all eventualities • You need to spend way longer preparing than you presenting Way, way longer • Make sure you present it all the way through with all the technology and charts and stuff, to a critical audience • Only through presenting it will you see where the flaws and weaknesses are THE ART OF SELLING IDEAS ENERGY • Be confident If you’re happy with the work you should be confident • Be happy A happy presenter is one who knows no fear, and clients can smell fear • Don’t a presentation just communicate with passion and imagination • Stand up Walk about Talk naturally Tell jokes Tell stories • Be a natural, warm energetic person telling people about interesting stuff KNOW YOUR AUDIENCE • Who are you presenting to? • What they want from you? • What mood are they in? • Are they words people or pictures people or numbers people? • Do you need to establish your credibility somehow? • The presentation isn’t about you It’s about them THE ART OF SELLING IDEAS DISTILL • Picasso was one asked how he could turn a large block of rock into a sculpture of a lion • “It’s easy,” he said “Just take a chisel and chip off all bits that don’t look like a lion” • Maybe you can see the idea, but to others it still looks like a large, ugly boulder • You have to reduce it to make it simple Less is always more PURPOSE • If it’s a purpose you can share then state that purpose right upfront • Make sure your presentation is geared to that purpose • If you’re trying to get a decision made don’t spend 20 minutes diverting to something else… • Let people know what you expect of them What are you expecting them to do? THE ART OF SELLING IDEAS REVEAL • You’re now ready to show the BIG IDEA • Paint pictures in their minds that will form the perfect backdrop to those you are about to reveal • Then reveal It’s your work – it’s gold • Take them through the concept slowly, Once you feel everyone understands the idea, then go over it again, this time explaining the detail IDEAS NOT EXECUTIONS • The idea does not limit itself to being the literal expression of the strategy It does not stop there • The idea expresses the benefit in an engaging, distinctive way The execution is the way the idea is presented, explained and depicted • An execution is an idea about the idea In other words, the selling idea dramatizes the benefit, and the execution dramatizes the idea • Is the art of selling ideas not executions THE ART OF SELLING IDEAS THE FINISH • People pay disproportionate attention to the end of things and they remember the end of things better • Most people’s presentations just fizzle out at the end because they run out of energy before the end • Make conclusions You’re an expert Don’t be afraid to make your recommendation • Summarize – recap everything you’ve just told them in your presentation DEFENDING • Now it’s time for someone else to have their say Usually it’s the client • Some like to comment straight away If they’re straight into their comments – listen • Others like to mull it over If they’re a muller, leave them to mull • Defend your work in line with the thinking you’ve already presented • But whatever happens, never, ever, create answers on the spot ALWAYS REMEMBER • It is not what you say that counts It is what other people hear • One of the most important truths of any presentation is that it does not exist in a vacuum • Every presentation must have a theme and a narrative structure Be thinking as much about the drama of what you have to say as about the content • People don’t care how much you know, unless they know how much you care • The key to all story endings is to give the audience what it wants, but not in the way it expects EXAMPLE KING AGAMEMNON’S BRIEF Others presented • Military Strategies • Attack Plans • Overviews of Resources Required • Broad Costings Depending on Length of Battle • Widely Varying Casualty Estimates Odysseus presented an analysis: • Trojans Are On Alert - Waiting for Attack • Troy is well defended • Conventional Attack is Dangerous • Time consuming (10 years) • Capital intensive • In Trojan Culture You never refuse a gift • In Trojan Culture the Horse is totally revered  THE CONCEPT: Only deception will give us the element of surprise  AN IDEA: TROJAN HORSE SESSION 21 FINAL PRESENTATION