营销创业课件 Creative Statement003.doc
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1、Creative Statement for Maxwell House Coffee WebsiteMedia Plan Guidelines: Mindshare will place Maxwell House Hot Topic advertisements in various media including radio, television sponsorship and print ads. Mindshare will also negotiate for space on the Shanghai Online homepage (and several other key
2、 entertainment sections) for Maxwell House banner ads as well as a “Whats On” icon (detailing the latest entertainment events in Shanghai). Creative Focus:Abiding by the Media Plan set forward by Mindshare, Ogilvy Interactive is commissioned to develop the total Maxwell House online presence; this c
3、urrent phase including the main website and associated banner ads / icons for the Shanghai Online homepage / section sponsorships.Drive people to the discussion forum. “The months Hot Topic” (and the following monthly topics) are the essence of the entire campaign, this active engagement with the au
4、dience pulls all media together. 1) Visual Restrictions: Use the major elements from the Hot Topic print ads:-photos of people / items of comparison must be kept black and white- must display Maxwell House logo in reasonable position as in print ad- must display red “Cups” together and in logical lo
5、cation similar to print ad- font for hot topic should be clear, bold and prominent (charging the feeling of an important, provocative discussion, something that should be engaged in)- display the three-in-one product shots in a minor but logical position2) Existing Material Analysis:After reviewing
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