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创意策略CREATIVE BRIEF |CONFIDENTIAL

INTERNAL CIRCULATION ONLY | |
|工作号/Job Number | |
|客户名/Client 辉瑞制药有限公司 | |
|产品名/Product万艾可 | |
|工作描述/Job Description 06年主题创意 | |

BACKGROUND/背景
(有关的历史背景及现在所面对的问题)

万艾可作为治疗ED的第一品牌,通过一年的传播,使很多患有ED且知道万艾可的消费者得以正视性生活质量,并且进入药店进行购买。但是从长期发展来看,仍有很多问题需要解决:

1. 2005年的宣传内容过于松散,需要一条核心的品牌主线和可延续性强的年度主题。

2. 有很大一批消费者意识到自己需要采取行动来改善性生活质量,正在积极寻找方案,或者已经采取了一些行动(但这些行动抢占了万艾可的销售机会)。2006年,我们将着重影响这样一批人,使之转换到万艾可品牌上来。

3. 店员的教育:客户对2005年的成绩非常满意。我们需要将教育的目标从“可以开口询问和介绍”升级至“懂得顾客心理,积极主动介绍”,使终端的影响发挥到最大。

4. 在“万艾可”、“伟哥”、“蓝色菱形小药片”三者的视觉关系和使用规则上有更系统的规范,长期以往,建立起独特的视觉识别系统和三者的关联度。

5. 创意在2005年创造出“高雅性文化”的概念,但和消费者的日常生活关联不大,对better erection, better sex, better life这一重要主张呈现不够直接,无法真正打动消费者,唤起行动。

06年市场传播主题: 万艾可,帮助有进取心的男人,释放能量,感受男人的成就。(文案要求修饰,红色部分是关键词)

MARKETING OBJECTIVE/市场营销目标
(请精确的描述。请勿只写“提高销售量”。应写明具体提升品牌知名度X%或提升市场份额X%.)

保持万艾可第一品牌的地位
强化万艾可的品牌形象
在药店之外探索新的营销方式
提升在零售药店的销售

ADVERTISING OBJECTIVE/广告目标
(请用一句话简单陈述。它必须是-相关联的、可理解的、可测量的、可信的及可达成的)

保持万艾可第一品牌的地位;
传达“万艾可帮助带来健康男性魅力”的信息;
寻找有效渠道进行传播

TARGET AUDIENCE/目标消费者
(依照潜在消费者或目前使用者的年龄、收入、性别、生活形态…等定义,具体描绘出一个活生生的人)

1. 35-55岁的男性 2. 月收入5000元以上
3. 自身有勃起问题,想要解决或想提高性生活质量

COMPETITIVE FRAME/竞争范畴
(知己知彼,百战百胜。尽可能找出所有竞争者的平面、电视广告或任何相关的广告活动)

1. 艾力达:(拜耳和葛兰素史克公司) 2. 希爱力:(礼来公司) 3. 壮阳药物 (蚁力神……)

CONSUMER PERCEPTION BEFORE ADVERTISING/消费者广告前认知
(必须实际与诚实。必须用目标消费者他们日常生活中所使用的口语来陈述),

1. “我的勃起是有问题了,但是我不知道怎样去解决” 2. “我对我的性生活质量不满意,我会尝试听说过的一些药物或者补药去解决。” 3. “我对万艾可不了解。我知道伟哥,但也不是很清楚。” 4. “我希望我的问题能够迅速解决,但不是依靠春药,而是真正的治疗药物。”

CONSUMER PERCEPTION AFTER ADVERTISING/消费者广告后认知
(请不要用只有客户才喜欢听的夸大陈述,因为一般人日常生活里是不会这么说话的)

“我可以拨打这个电话/上网问问。”
“药店有得卖,我也可以去试试。”

CONSUMER BENEFIT/消费者利益点
(此部分你也可以称为消费者承诺、独特的销售主张。但请注意:必须是一个利益点,一个承诺。并请记得要将产品的利益点转换为消费者的利益点)

我不仅解决了ED的问题,而且还没有“生病吃药”或者“衰人求宝”的感觉,让我感觉比以前更有男人味了。

SUPPORT POINTS/支持点
(请列述所有相关事实足以支撑你之前所定出来的单一产品利益点。请勿填写任何无法达成的承诺)

1. 万艾可功效得到医生的广泛认可
2. 坚挺,持久的勃起功能
3. 安全,可靠
4. 万艾可鼓励积极健康的性行为,对男性给予支持和鼓励。

TONE&MANNER/语气和调性
(品牌个性的一种说话态度。必须明确及有独特的个性特质。只写“温馨和友善”是不够的)

积极但不张扬、坚定但不武断、给予支持但不婆婆妈妈。

MANDATORIES/必要条件:
1. VI组合(根据具体使用情况选择组合)
2. 男性健康热线:800-810-3003 (手机用户010-65539005)
3. 男性健康网站:www.xingfu7.com.cn

CREATIVE JOB LIST/工作项目:

〇、VI组合
因为蓝色菱形药片是可以随意出现的,所以需要以此为核心进行VI设计。
完整图形:菱形 万艾可 伟哥
限制伟哥:菱形 万艾可
限制品牌:菱形

2005年,菱形在“想爱就爱”前面,就今年的策略来说,这种结合是不对的。菱形是“万艾可”的标志。(我们需要确认那撮毛不是必须出现)。

一、主题海报:
在公共宣传栏张贴的健康教育海报。广告主为中国人口健康促进会。
内容:2006年的主题key visual。以“进取心的男人”为切入,鼓励消费者拨打电话/上网。

二、年度活动海报:
与sina合办的年度活动的海报:2006年,最有进取心男人评选。
以概念为主要画面,不用强调奖品和参加办法。

三、店员活动单页:
核心概念:以你的进取,帮助他进取。

四、医药代表内部激励key visual或者icon:
核心概念:你我一起,让进取心飞扬。

五、夜店明信片:
“男人·进取”系列。不要强调“责任感”。

六、软文示例:编一个故事,把我们的策略完整地讲出来。

对医院推广的提示:
最有进取心的医生(临床试验的杰出表现者);

TIME TABLE/时间表

DATE IN/接单时间(创意部填写) 2006年3月13日
INTERNAL REVIEW/内部审查 2006年3月20日
TO CLIENT/交于客户 2006年3月24日
DEADLIINE/最后交件时间
APPEARANCE/投放时间

签署/SIGNATURE (审核同意此策略的所有相关人员必须签名负责)
|客户部/Account Team: |客户总监/Account Director: |
| | |
|创意部/Creative Team: |创意总监/Creative Director: |
| | |

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...1. Use what you’ve learned about the binary numbering in this chapter to convert the following decimal numbers to binary? * 11= 00001011 * 65= 01000001 * 100= 01100100 * 255= 11111111 2. Use what you’ve learned about the binary numbering system in this chapter to convert the following binary numbers to decimal? * 00001101=13 * 00001000=8 * 00101011=43 3. Look at the ASCII chart in Appendix A on CD that accompanies this book and determine the codes for each letter of your name? * 67 97 114 108 111 115 78 97 106 101 114 97 * C a r l o s N a j e r a 4. Use the web to research the history of the BASIC, C++, Java, and Python programming languages, and answer the following questions? * Who was the creator of each language? * When was each of these languages created? * Was there a specific motivation behind the creation of these languages? If so, what was it? * Basic was created by John George Kemeny. It was created on 1964. * C++ was created by Bjarne Stroustrup. It was created on 1979. * Java was created by Dr. James A. Gosling. It was created on 1995. * Python was created by Guido van Rossum. It was created on 1991. * The motivation behind the development of computer programming languages such as C ++, Basic, Java, and Python is that once written, a function may be used several times without rewriting it over and over. Programming languages can be used to...

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...One of Pitterno’s demands on joining SWU had been a new stadium. With attendance increasing, SWU administrators began to face the issue head-on. After 6 months of study, much political arm wrestling, and some serious financial analysis, Dr. Joel Wisner, president of Southwestern University, had reached a decision to expand the capacity at its on-campus stadium. * This integrated study runs throughout the text. Other issues facing Southwestern’s football expansion include (B) forecasting game attendance (Chapter 4); (C) quality of facilities (Chapter 6); (D) break-even analysis for food services (Supplement 7 Web site); (E) location of the new stadium (Chapter 8 Web site); (F) inventory planning of football programs (Chapter 12 Web site); and (G) scheduling of campus security officers/staff for game days (Chapter 13). Adding thousands of seats, including dozens of luxury skyboxes, would not please everyone. The influential Pitterno had argued the need for a first-class stadium, one with built-in dormitory rooms for his players and a palatial office appropriate for the coach of a future NCAA champion team. But the decision was made, and everyone, including the coach, would learn to live with it. TABLE 3.6 Southwestern University Project Time Estimates (days) ________________________________________ Activity Description Predecessor(s) Optimistic Most Likely Pessimistic Crash Cost/Day A Bonding, insurance, tax structuring — 20 30 40 $1,500 B Foundation, concrete footings...

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