营销创业课件 英文版 Banner Ad Work Process004.doc
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1、大锦囊 (品牌营销第一资料库) 海量精品策划资料! QQ:1242116556 BANNER AD WORK PROCESS The Internet is a media altogether different from print, radio, or TV. In the case of an Internet banner ad, it involves a creative process that combines art design, advertising, and technology to produce a media piece that will attract
2、potential customers by providing an exciting, interactive experience for Internet viewers. Heres a review of the steps involved in bringing this work to life. Client Brief This is developed from the initial client meeting, clients RFP and the OgilvyInteractive creative team. This defines the paramet
3、ers of the campaign, including the clients business goals, creative goals, media objectives, the URLs (Internet address) of the existing website or the Jump page to where the banner will link, and technical goals and requirements, such as which Web browsers need to be supported. This process can las
4、t anywhere from one day to a month, depending on the campaign. Project Plan and Quotation Defines Plan and Design scope, costs, and schedule, and an approximate estimate for the remaining phases scope, costs, and schedule. The Plan and Design phase will finalize the scope, schedule and costs for the
5、 Launch and Maintain phases. PHASE 1: PLAN AND DESIGN This includes development of several plan and design documents that are to be presented and approved by the client before the banner ad technical production begins. Media Plan media space to be purchased, projected web site impressions, site spec
6、ifications (dimensions, file size, animation, etc.), the URLs the banner will link to, which banner units will be placed in exactly which media spot Creative Statement and Comps developed by the OgilvyInteractive creative team, this will provide the creative direction needed to accomplish the banner
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