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strategic communication & creative planning

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by

Chientu Lai

on 5 December 2016

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Transcript of strategic communication & creative planning

Analytics
The Future of Strategic Communication
Creative Thinking & Practice
Chien-Tu Jeff Lai, Ph.D
The Tactics for IMC
Unified image & Consistent voice
Affect behavior
Start with customers or prospects
Use all forms of contact
Achieve synergy
Build relationship
Previous case studies
Storytelling
Insights
Content
Contact
Connection
Digital
Interactive
How advertising works ?
Richard Voughn
A Planning Model - FCB Grid
Thinking Feeling
Involvement
Self-Satisfaction
Ad test: Sales
Creative: Attention
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
Celebrity Sell
Brand holders,
Advertisers,
Investors
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
Target consumers
Celebrity for Brand Communication
Endorsement
Transformation
Comment
Fiction
Symbiosis
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
Content
Contact
Connection
Interactive
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.
Critical Thinking
Problem Solving
Using Technology Strategically
Analytical
Relevant
Idea Generation
Advertising creativity
Learning Objectives
What characteristics make a creative giant?
Curiosity
People always try to explore the new
Agility
People like to break the rule
Passion
People follow their instincts
Bravery
People always hold their fields
Accountability
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)
S
SoLoMo Cross-platform Transmedia
Social Media
Local Media OOH
Mobilcasting
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
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
http://www.inanimatealice.com
Full transcript