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1、BannerAdWorkProcessTheInternetisamediaaltogetherdifferentfromprint,radio,orTV.InthecaseofanInternetbannerad,itinvolvesacreativeprocessthatcombinesartdesign,advertising,andtechnologytoproduceamediapiecethatwillattractpotentialcustomersbyprovidinganexciting,interactiveexperienceforI
2、nternetviewers.Here’sareviewofthestepsinvolvedinbringingthisworktolife.ClientBrief–Thisisdevelopedfromtheinitialclientmeeting,client’sRFPandtheOgilvyInteractivecreativeteam.Thisdefinestheparametersofthecampaign,includingtheclient’sbusinessgoals,creativegoals,mediaobjectives,theURL
3、s(Internetaddress)oftheexistingwebsiteortheJumppagetowherethebannerwilllink,andtechnicalgoalsandrequirements,suchaswhichWebbrowsersneedtobesupported.Thisprocesscanlastanywherefromonedaytoamonth,dependingonthecampaign.ProjectPlanandQuotation–DefinesPlanandDesignscope,costs,andsched
4、ule,andanapproximateestimatefortheremainingphases’scope,costs,andschedule.ThePlanandDesignphasewillfinalizethescope,scheduleandcostsfortheLaunchandMaintainphases.PHASE1:PLANANDDESIGNThisincludesdevelopmentofseveralplananddesigndocumentsthataretobepresentedandapprovedbytheclientbef
5、orethebanneradtechnicalproductionbegins.§MediaPlan–mediaspacetobepurchased,projectedwebsiteimpressions,sitespecifications(dimensions,filesize,animation,etc.),theURLsthebannerwilllinkto,whichbannerunitswillbeplacedinexactlywhichmediaspot§CreativeStatementandComps–developedbytheOgil
6、vyInteractivecreativeteam,thiswillprovidethecreativedirectionneededtoaccomplishthebanners’artisticandbusinessobjectives§FunctionalandTechnicalDesign–thisidentifiesallfunctionsofthebanneradandalltechnologyrequirements,i.e.Flashanimation,filesizerequirements§BuildandImplementEstimat
7、e–scheduleandresourceallocationnecessarytocompletetheproject.Tobefinalizedbytheclient.§ClientReviewandApproval–thismeetingpresentstheCreativeStatementandFunctionalandTechnicaldesignsandspecificationsforclientfeedback,followedbyclientapprovaloffinalizedconceptsanddesignPHASE2:BUILD
8、ANDIMPLEMENTWorkingfromthePlanand
