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--- creative_strategy [2016/04/06 11:32] – hkimscil
+++ creative_strategy [2016/04/06 14:54] (current) – hkimscil
@@ Line 73: / Line 73: @@
 ----
+[{{ :OM-Hathaway_Dacron1.jpg?300|Hathaway Shirts by D. Ogilvy}}]
 ^ 문제해결 KEY  ^ 제품  ^ 소비자  ^ 경쟁  ^
 ^ 발상점  | 무엇이 특징적인가?  | 누구에게 맞는가?  | 무엇이 더 좋은가?  |
@@ Line 78: / Line 80: @@
 ^ 전략  | USP 전략  | 브랜드 이미지 전략  | 포지셔닝 전략  |
+USP 전략: 주로 신제품 광고에 적용
+  * 분명한 장점의 표현
+  * 톡특성
+  * 제안의 강력성
+브랜드 이미지 전략
+  * 제품의 다각화, 다양화 -> 차별화가 어려워질 때
+  * 심리적, 정서적 차별화 시도 = 브랜드 이미지 . . .
+  * 브랜드 개성에 초점
+    * 포장, 이름, 광고, 가격, 본질 등등이 혼재, 종합되어 소비자의 머리에 감성에 안착
+  * cf. {{추격자의_브랜드전략.pdf}}
+[{{ :OM-Hathaway-60s-2.jpg?300|"The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of businessmen are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked." }}]
+포지셔닝 전략
+  * 제품의 위치가 필요!
+  * 차별화된 기능, 장점, 특성이 필요
+  * 위치 + 차별화 => 새로운 가치 창출
+    * 타이레놀 => 아스피린
+<WRAP box>[{{:OM-Dove_Ad.jpg?300 |}}] \\
+"I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language."</WRAP>
+<WRAP box>
+[{{:OM-Guinness-Cheese.jpg?300 |"OM Guinness Cheese" }}]
+Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them
+</WRAP>
+<WRAP box>
+[{{:OM-Schweppes.jpg?300 |""}}]
+“Unless your campaign has a big idea, it will pass like a ship in the night.” \\ \\
+“When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”
+</WRAP>
+<WRAP box>
+“When you have nothing to say, sing it.”
+[{{:OM-Sears_Fur_vert.jpg?300 |""}}]
+“Don’t bunt. Aim out of the ballpark. Aim for the company of immortals.”
+</WRAP>
+[[http://hotcacao.tistory.com/entry/통합마케팅커뮤니케이션IMC-Markrting-이란|통합마케팅커뮤니케이션IMC-Markrting-이란]]