GIỚI THIỆU VỀ

HOẠCH ĐỊNH CHIẾN LƯỢC

TRONG QUẢNG CÁO

“Nobody reads

advertising.

People read

what they want

to read and

sometimes it’s

an ad” –

Howard Luck

Gossage

THỰC TẾ LÀ

SỰ THAY ĐỔI TÍCH CỰC: “INFORM TO INVOLVE”

CREATE BRAND EXPERIENCE IN AN ENTERTAINING WAY

ADD TANGIBLE VALUES TO PRODUCT

SEND BRAND MESSAGE

MAKE USEFUL BRANDED CONTENT

CREATE MEANINGFUL BRANDED CONVERSATION

“Marketer”

“Account

person”

“Creative

person”

“Planner”

“Consumer”

“Marketer”

“Account

person”

“Creative

person”

“Planner”

“Consumer”

“Technologist

”

“Architecture

”

“Marketer”

“Account

person”

“Creative

person”

“Planner”

“Consumer”

“Technologist

”

“Architecture

”

Take brief – write brief – brief to team

Debrief – Creative on Digital medium

Medium planning & integration

Thinking & planning process

Insight & issue Product & brand

Technology enhancement

Junior

planner Planner

Planning

Director

Head of

Planning

Bất cứ trường

đại học nào

Marketer

Brand

Manager

Account

Director

Market

research

Account

Creative

Digital expert

General

Manager

Business

Consultant

- Buổi 1: What is strategic planning? Contribution of Strategic Planning. Career Path of Strategic Planner.

- Buổi 2: Lessons from marketers: from marketing principles to communication product on digital space.

- Buổi 3: Category & product issues + consumer insights.

- Buổi 4: Brief in communication

- Buổi 5: Interact & brief to creative

“Marketer”

“Planner”

“Planner” “Architecture

”

“Account

person”

“Account

person”

“Creative

person”

Buổi 6 – 9: from big idea to digital campaign planning

• Buổi 6: Big ideas - what is big idea? From business/communication

objective to big idea.

• Buổi 7: General insights of digital medium

• Buổi 8: Contribution of digital in 360'

communication & consumer journey

• Buổi 9: Digital campaign planning

“Planner”

“Technologist

”

“Architecture”

“Planner”

© 2012 Ho Cong Hoai Phuong

Buổi 10 - 12: Functional creative/tactic on digital medium:

• Buổi 10: From campaign idea to microsite

• Buổi 11: From campaign idea to mass media: banner, PR, adwords, PPC

• Buổi 12: From campaign idea to content marketing: email marketing, SMS marketing, social media.

“Creative

person”

“Technologist

”

“Creative

person” “Planner”

“Creative

person” “Planner”

• Buổi 13: Take brief & brainstorm

– Nhận yêu cầu của khách hàng và brainstorm

• Buổi 14: internal presentation.

– Thuyết trình nội bộ với giảng viên.

• Buổi 15: Present to judge

– Thuyết trình với các giảng viên khách mời: mr. Nguyễn Hữu Nghị, mr. Trần Thanh Phong, mr. Ngô Minh Thuận.

• Chân dung một Digital Strategic Planner: http://www.slideshare.net/aiimeducation/digital-strategic-plannerwho-are-you-

planner

• Sự sáng tạo có chiến lược (strategic creative) có thể mang bạn đi bao xa:

http://aiim.edu.vn/blog_mod/digital-strategic-marketing-su-sang-tao-co-chien-luoc-co-the-mang-ban-di-bao-xa

http://aiim.edu.vn/blog_mod/su-sang-tao-co-chien-luoc-se-mang-ban-di-bao-xa-phan-2

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