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1Àå The Brief
2Àå ROI
3Àå FCB Grid Model
4Àå Úô ìµÖå
5Àå T Plan
6Àå Link Plan
7Àå Six Key Step
8Àå USP Discipline
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the brief roi fcb grid model Úô ìµÖå t plan link plan six key step usp discipline saatchi & saatchi the brief ºê¸®ÇÁ¶õ ¾ÐÃàµÈ ¾ç½ÄÀÇ Àü·«¼ background brief to creative and media creative brief media brief °´°üÀû ºñÆÇÀû ºÐ¼®Àû âÁ¶Àû ÀÛ¼º¿øÄ¢ background to creative and media brief client brand date key characteristics of the brand market and brand performance competitive analysis previous advertising activity cap/itca and other restrictions job title creative brief client brand date campaign requirement target audience what is the advertising
intended to achieve?
the single minded proposition substantiation for the proposition mandatory inclusions desired brand image
timing of creative work group account director
(to account group / to client) signature job title media brief client brand date target audience summary suggested media budget regionality, seasonality & sales data any other research available marketing objectives advertising objectives planning period date of presentations job title °¡Àå ªÀ¸¸é¼µµ Áß¿äÇÑ ºÎºÐ creative brief ÁßÀÇ single minded proposition ´ÜÀÏ Áý¾àÀû Á¦¾ÈÀ» °ÅºÎÇÒ ¼ö ¾øÀ» Á¤µµÀÇ ¾ÐµµÀûÀÎ ¹æ¹ýÀ¸·Î »ý»ýÇÏ°Ô ºê¸®ÇÁ ¿î¿ë¹æ½Ä ±¤°íÁÖ ¿À¸®¿£Å×ÀÌ¼Ç ºê¸®ÇÁ ÃÊ¾È ÀÛ¼º ÇÙ½É ±×·ì ¹ÌÆà ÃÖÁ¾ ºê¸®ÇÁ ÀÛ¼º ºê¸®ÇÁ ±¤°íÁÖ ÇÁ¸®Á¨Å×ÀÌ¼Ç Å©¸®¿¡ÀÌƼºê¿Í ¸ÅüÆÀ¿¡ ºê¸®ÇÎ ºê¸®ÇÁÀÇ °ü·ÃºÎ¼ ¹èÆ÷ Á¦ÀÛÀÛ¾÷ Âø¼ö ±âȹ ±âȹ,Á¦ÀÛ,¸Åü ÀÇ°ßÀÏÄ¡, ´ã´çÀÚ ¼¸í Á¦ÀÛÂø¼öÀÌÀü¿¡ ±¤°íÁÖ ÇÕÀÇ ºê¸®ÇÁÀÇ ±Ùº»ÀûÀÎ ¸ñÀû ¿äÄÁ´ë, ºê¸®ÇÁ¶õ ±¤°íÀü·«À» °£Ã߸° ¹®¼·Î½á ±¤°í´ëÇà»çÀÇ ºÎ¼°£ ±¤°í¾÷¹« ü°èÈ ¹× ½Ã¾È Á¦ÀÛ ÀÌÀü¿¡ ±¤°íÁÖÀÇ ÇÕÀǸ¦ ¾ò±â À§ÇØ »ç¿ëµÈ´Ù ±¤°í¹° ½Ç Á¦ÀÛ ÀÌÀü¿¡ »ç³»Á÷¿øÀ» ¾ç½Ä¿¡ µû¶ó ÈÆ·Ã Á¶Á÷½ÃÅ°·Á´Â ¸ñÀû ¿Ö roi Àΰ¡ ÀûÀýÇÏ°í(relevance) µ¶Ã¢ÀûÀ̸ç(originality) ¿µÇâ·Â ÀÖ´Â(impact) ±¤°íÀü·«Àº roi°¡ ÀÖ´Â ÁÁÀº ±¤°í¸¦ ³º°í, ÀÌ´Â °á±¹ ±¤°íºñ¿ë ÅõÀÚ¿¡ ´ëÇÑ È®½ÇÇÑ ¼öÀÍ, Áï roi(return on investment)¸¦ ÁֹǷΠddb needhamÀÇ roi springboard roi°¡ ÀÖ´Â Àü·«À» ¸¸µé·Á¸é ÀÏ°ö°¡Áö ±âÃÊÀûÀÎ Áú¹®¿¡ ºÐ¸íÈ÷ ´äÇؾß
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7.Ä·ÆäÀÎÀÌ ÃÊÁ¡À» ¸ÂÃß¾î¾ß ÇÒ ÇÙ½ÉÅëÂûkey insightÀº ¹«¾ùÀΰ¡?
workbook ÀÏ°ö°¡Áö Áú¹®ÀÇ ÇÙ½É ±¤°í ¸ñÇ¥ ¸ñÇ¥Áý´ÜÀÌ ÇÒ ¼ö ÀÖ´Â Çൿ¿ë¾î (source of business) ¸ñÇ¥ Áý´Ü 30´ë °¡Á¤ÁֺνÄÀÌ ¾Æ´Ï¶ó ¾î´À ÇÑ °³ÀÎÀÇ »ý»ýÇÑ ¸ð½ÀÀ¸·Î ¹¦»ç ¾à¼Ó°ú µÞ¹Þħ
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