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strategic communication & creative planning
Transcript of strategic communication & creative planning
The Future of Strategic Communication
Creative Thinking & Practice
Chien-Tu Jeff Lai, Ph.D
The Tactics for IMC
Unified image & Consistent voice
Start with customers or prospects
Use all forms of contact
Previous case studies
How advertising works ?
A Planning Model - FCB Grid
Ad test: Sales
Media: POS, TVCF, Newspaper, Billboard
Product: Liquor, cigarettes, candy, soft drink
Satisfy personal tastes
Fit into group situations
Suggest time, occasion and place
Do Feel Learn
New Release: for "early adopters to create positive circle
Strengthening: when new competitors join the market share
Repropositioning: create a new consuming category
Model and Planning for celebrity marketing
Celebrity for Brand Communication
Bring public attention, and become a spoken person for the brand
Bring familiar acting into the commercial film
Become a consumer, and comment the product/brand
Become an characteristic for the brand or corporate
Act only with certain brand or product
Strategic Communication for Future Creative Ad
What’s next step?
From IMC to Transmedia
The campaign will be based around a Facebook app that builds a 'family tree' showing how a user is connected to the athletes competing at the event. He argues that the venture reflects a 'new 360', in which consumers engage with a brand idea through a wide range of different experiences (e.g. viewing, sharing, creating, shopping, gaming etc).
Case 3 – Samsung and the 'new 360': a social initiative for the London Olympics
Bavaria in top 3 most tweeted words in 2010 and trending topic worldwide
More than 2 million Google hits (Bavaria + WorldCup)
Dutch/Dress in historic museum NL Estimated publicity value: many millions
In July 2010, Top-of-Mind Brand awareness and preference of Bavaria doubled compared to the previous measurement (March 2010). This means the campaign generated the greatest increase in the beer category in NL over the past 4 years.
Case 1 – Bavaria Dutch/Dress Campaign
Story of Apple Macintosh
For today, we celebrate the first glorious anniversary of information purification directives .
We have created for the first time in all history, a garden of ideology, where each worker may bloom secure from the pests of contradictory and confusing truths.
Our unification of thought is more powerful a weapon than any fleet of army on earth.
We are one people. With one will. One resolve. One cause.
Our enemies shall take themselves to death. And we will bury them with their confusion. We shall prevail.
Using Technology Strategically
What characteristics make a creative giant?
People always try to explore the new
People like to break the rule
People follow their instincts
People always hold their fields
People are bold enough to fight their promises
From conventional media to digital media (inside out)
Digital media (social media) to conventional media (outside in)
SoLoMo Cross-platform Transmedia
Local Media OOH
New Tactics for Communication
Big data, clouds communication
Health Communication Case Studies
National Depression Initiative: The Journal - a new paradigm for mental health 1~2
Colorectal Cancer Screening: Ong & Raj
Serendipity can be a wonderful, powerful and mysterious phenomenon. New ideas can be inspired by anything, anytime, anywhere: A billboard, a TV commercial, a snippet of conversation overheard in a restaurant or something you read in a magazine, for example. As a person who wants to make a difference in your world, you need to have your “idea antennae” up at all times, always on the lookout for bits and pieces of inspiration that you can use in your work
Fine your Own Serendipity
Eye tracking study for product placement
Storytelling and Brand Communication in the digital era
Leica Recreates 35 Famous Photos to Celebrate a Century of Photography Taking plenty of credit 100 years after its first camera (images storytellng)
Every Leica has a soul