营销创业课件 Creative Statement003.doc

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1、CreativeStatementforMaxwellHouseCoffeeWebsiteMediaPlanGuidelines:MindsharewillplaceMaxwellHouseHotTopicadvertisementsinvariousmediaincludingradio,televisionsponsorshipandprintads.MindsharewillalsonegotiateforspaceontheShanghaiOnlinehomepage(andseveralotherkeyentertainmentsections)forMaxwellHouseban

2、neradsaswellasa“What’sOn”icon(detailingthelatestentertainmenteventsinShanghai).CreativeFocus:AbidingbytheMediaPlansetforwardbyMindshare,OgilvyInteractiveiscommissionedtodevelopthetotalMaxwellHouseonlinepresence;thiscurrentphaseincludingthemainwebsiteandassociatedbannerads/iconsfortheShanghaiOnlineh

3、omepage/sectionsponsorships.Drivepeopletothediscussionforum.“Themonth’sHotTopic”(andthefollowingmonthlytopics)aretheessenceoftheentirecampaign,thisactiveengagementwiththeaudiencepullsallmediatogether.1)VisualRestrictions:UsethemajorelementsfromtheHotTopicprintads:-photo’sofpeople/itemsofcomparisonm

4、ustbekeptblackandwhite-mustdisplayMaxwellHouselogoinreasonablepositionasinprintad-mustdisplayred“Cups”togetherandinlogicallocationsimilartoprintad-fontforhottopicshouldbeclear,boldandprominent(chargingthefeelingofanimportant,provocativediscussion,somethingthatshouldbeengagedin)-displaythethree-in-o

5、neproductshotsinaminorbutlogicalposition2)ExistingMaterialAnalysis:Afterreviewingtheconfirmedprintads,radioshowandTVsponsorshipmaterials,thefollowingguidelinesaretobeusedforthewebsite:-TheHotTopicdiscussionforummustbethemostprominentelementonthehomepage,aswellasbeingavailablefromallotherpagesinthes

6、ite(theHotTopicforumis“Sticky”,itcanbeaccessedfromanywhereinthesite).-TheMaxwellHouselogowilltakethesecondmostconsistentvisualelementpositiononthewebpages-TheThree-in-Oneproductshot(asseenintheprintad),willtakeacomparitivelyminorpositiononthehomepage.3)VisualFlow:Accordingtotheconfirmedprintmateria

7、ls,thegeneralvisualflowformajorelements(wherethegraphicstelltheaudience’seyestogo)movesinthisfashion:-fromtheMaxwellHouselogo(thisisaminorelementduetothecampaignfocusontheHotTopic),-totheHotTopic(centerblac