广告主篇一、“给我拿一套策划方案吧”广告策划人经常会遇到这样的老板:交谈刚刚开始,他就要求对方拿一套方案出来。其实这个时候广告人连企业和产品的 A、B、C 还不知道呢。相当多的企业老板对策划存在着某种程度的误解,仿佛策划就是想一两个点子或创意,而不知策划是在充分掌握企业实态和市场状况之下的分析、判断和推论过程,不知道策划首先是一种思想,然后才是一种方案。这就好比我们做一道数学试题,首先得明白它适用哪条定律这个大前提。方案固然可以拿,但如果这方案是凭空想象出来的,对于企业主又有何价值呢?所以,第一步是充分沟通。 Advertiser I. “Give me a set of planning solutions.” Advertising planners often encounter such bosses: When the conversation has just begun, he asks the other party to come up with a plan. In fact, at this time, the advertisers did not even know A, B, and C of companies and products. A considerable number of corporate bosses have some degree of misunderstanding about planning, as if planning is to think of one or two ideas or ideas, but I do not know that planning is a process of analysis, judgment, and inference under the full grasp of the actual state and market conditions of the company. Knowing that planning is first of all an idea, then it is a plan. This is like the fact that we do a math test and we must first understand which principle it applies. Although the program can be taken, but if this program is out of thin air imagination, what value is there for business owners? Therefore, the first step is to fully communicate.