营销创业课件 英文版 Banner Ad Work Process004

大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556BANNERADWORKPROCESSTheInternetisamediaaltogetherdifferentfromprint,radio,orTV.InthecaseofanInternetbannerad,itinvolvesacreativeprocessthatcombinesartdesign,advertising,andtechnologytoproduceamediapiecethatwillattractpotentialcustomersbyprovidinganexciting,interactiveexperienceforInternetviewers.Here’sareviewofthestepsinvolvedinbringingthisworktolife.ClientBrief–Thisisdevelopedfromtheinitialclientmeeting,client’sRFPandtheOgilvyInteractivecreativeteam.Thisdefinestheparametersofthecampaign,includingtheclient’sbusinessgoals,creativegoals,mediaobjectives,theURLs(Internetaddress)oftheexistingwebsiteortheJumppagetowherethebannerwilllink,andtechnicalgoalsandrequirements,suchaswhichWebbrowsersneedtobesupported.Thisprocesscanlastanywherefromonedaytoamonth,dependingonthecampaign.ProjectPlanandQuotation–DefinesPlanandDesignscope,costs,andschedule,andanapproximateestimatefortheremainingphases’scope,costs,andschedule.ThePlanandDesignphasewillfinalizethescope,scheduleandcostsfortheLaunchandMaintainphases.PHASE1:PLANANDDESIGNThisincludesdevelopmentofseveralplananddesigndocumentsthataretobepresentedandapprovedbytheclientbeforethebanneradtechnicalproductionbegins.MediaPlan–mediaspacetobepurchased,projectedwebsiteimpressions,sitespecifications(dimensions,filesize,animation,etc.),theURLsthebannerwilllinkto,whichbannerunitswillbeplacedinexactlywhichmediaspotCreativeStatementandComps–developedbytheOgilvyInteractivecreativeteam,thiswillprovidethecreativedirectionneededtoaccomplishthebanners’artisticandbusinessobjectivesFunctionalandTechnicalDesign–thisidentifiesallfunctionsofthebanneradandalltechnologyrequirements,i.e.Flashanimation,filesizerequirementsBuildandImplementEstimate–scheduleandresourceallocationnecessarytocompletetheproject.Tobefinalizedbytheclient.ClientReviewandApproval–thismeetingpresentstheCreativeStatementandFunctionalandTechnicaldesignsandspecificationsforclientfeedback,followedbyclientapprovaloffinalizedconceptsanddesignPHASE2:BUILDANDIMPLEMENTWorkingfromthePlanandDesigndocument,theOgilvyInteractivecreativeandproductionteamwillcreatethegraphicalimagesandimplementthenecessaryprogrammingtobringthebanneradstolife.Thisusuallytakesfromhalfadaytomorethanaweekofintenseproduction,dependingonthecomplexityofthebannerad.Beforebeingpostedtoawebsite,banneradsarefile-namedsoclick-ratesandtrafficcanbetracked.ThebanneradsalsopassthroughourqualityassuranceprocesstocheckthatallbanneradsmeetallcreativestrategyrequirementsandthattheycanbeviewedbyallInternetbrowsers.PHASE3:LAUNCHANDDELIVEROgilvyInteractivefinalizesthemediaspacetobepurchasedandthennotifiesallwebsitesforbanneradpickupinformation,followedbyuploadingtoallwebsites.Thisprocessusuallytakesoneday.PHASE4:MAINTAINANDEVALUATEOgilvyInteractivefollowsuptoconfirmwithallwebsitesthatthecorrectbannerisrotatinginthecorrectplaces,andanyresultingproblemsimpedingthebannerad’ssuccessarecorrected.Thebanneradactivityandperformanceistrackedforanalysisandevaluation.NEXTSTEPSAbanneradremainseffectiveontheInternetforanywherebetweenthreeweekstotwomonths,asInternetviewersloseinterestandthebannerad’sclick-throughratedeclines.Followingbanneradperformanceanalysis,newbanneradsshouldbeproducedandputinrotation,withanimprovedmediaplanningstrategytomaximizeperformance.