奥美 策略行销工具箱

1、O & MRef: TN/SM/STRMKTOL/rc1Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy & Mather. Copy right is retained byColin Benjamin and Ogilvy & MatherAsia PacificO & MRef: TN/SM/STRMKTOL/rc2IO & MRef: TN/SM/STRMKTOL/rc3O &

2、MRef: TN/SM/STRMKTOL/rc4O & MRef: TN/SM/STRMKTOL/rc5乱流度Turbulence Level12345世界World重覆的Repetitive扩展的Expanding改变的Changing不连续的Discontinuous充满惊奇的Full of Surprises事件Event熟悉的Familiar可预测的Predictable不连续的Discontinuous只能做事後诸葛亮 Predictableafter the event无法预测的Unpredictable未来的可见性Visibility ofFuture清晰CrystalClear

3、清楚Clear朦胧Fuzzy雾里看花Obscure一团迷雾Puzzling迈向未来的途径Path to Future康庄大道An OpenRoad缓坡A GentleClimb不平的阶梯An UnevenStaircase攀岩A Rock Climb星际大战的光束旅行 “BeamMe Up Scotty”环境Environment稳定Stable反应Reactive可预期Anticipatory创业Entrepreneurial创造CreativeO & MRef: TN/SM/STRMKTOL/rc6亂乱流度Turbulence Level12345你的感受HowWe Typically F

4、eel满足Content舒适Comfortable有成就感Achieving焦虑Anxious歇斯底里Hysterical你的做法WhatWe Typically Do高枕无忧Sleep a lot工作Work努力工作Work Hard想要取回控制Try To GetControl惊慌PanicO & MRef: TN/SM/STRMKTOL/rc7乱流度Turbulence Level12345你的感受HowWe Typically Feel挫折Cross &Frustrated无趣Bored有期待A sense ofAnticipation激动Excited挑战Challenged你的做法

5、WhatWe Typically Do计画革命PlotRevolution埋怨Complain计画Plan突围Breakout突破BreakfreeO & MRef: TN/SM/STRMKTOL/rc8+=+=+=+=+=Ref: TN/SM/STRMKTOL/rcDeterminants of Buyer PowerO & MRef: TN/SM/STRMKTOL/rc12O & MRef: TN/SM/STRMKTOL/rc13O & MRef: TN/SM/STRMKTOL/rc14O & MRef: TN/SM/STRMKTOL/rc15本世纪最棒的本世纪最棒的航空公司航空公司Bes

6、t of thedecadeO & MRef: TN/SM/STRMKTOL/rc16BEST AIRLINEOF DECADE1993/941994/95/961997/981999O & MRef: TN/SM/STRMKTOL/rc17O & MRef: TN/SM/STRMKTOL/rc18MONITORQUARTERLY每季监看结果HALFYEARLYREVIEW半年后再看RECONSIDER以后再说吧PLAN ONEMONTHRESPONSE一个月后做ALLOCATERESPONSIBLE-ITIES分派责任归属ANNUALREVIEW半年后再看ACT NOW现在做现在做PLAN THREEMONTH