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1、旺昌资料城 营销策划管理资料大全 http:/ QQ：602429086更多精品资料网址： Banner Ad Work ProcessThe 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 att
2、ract 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 par
3、ameters 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
4、 last anywhere from one day to a month, depending on the campaign.更多精品资料网址： 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
5、costs for the Launch and Maintain phases.PHASE 1: PLAN AND DESIGNThis 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
6、, site specifications (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
7、 the banners artistic and business objectives Functional and Technical Design this identifies all functions of the banner ad and all technology requirements, i.e. Flash animation, file size requirements Build and Implement Estimate schedule and resource allocation necessary to complete the project.
8、To be finalized by the client. Client Review and Approval this meeting presents the Creative Statement and Functional and Technical designs and specifications for client feedback, followed by client approval of finalized concepts and designPHASE 2: BUILD AND IMPLEMENTWorking from the Plan and Design
9、 document, the OgilvyInteractive creative and production team will create the graphical images and implement the necessary programming to bring the banner ads to life. This usually takes from half a day to more than a week of intense production, depending on the complexity of the banner ad.Before be
10、ing posted to a website, banner ads are file-named so click-rates and traffic can be tracked. The banner ads also pass through our quality assurance process to check that all banner ads meet all creative strategy requirements and that they can be viewed by all Internet browsers. PHASE 3: LAUNCH AND
11、DELIVEROgilvyInteractive finalizes the media space to be purchased and then notifies all websites for banner ad pickup information, followed by uploading to all websites. This process usually takes one day.PHASE 4: MAINTAIN AND EVALUATEOgilvyInteractive follows up to confirm with all websites that t
12、he correct banner is rotating in the correct places, and any resulting problems impeding the banner ads success are corrected. The banner ad activity and performance is tracked for analysis and evaluation.NEXT STEPSA banner ad remains effective on the Internet for anywhere between three weeks to two months, as Internet viewers lose interest and the banner ads click-through rate declines. Following banner ad performance analysis, new banner ads should be produced and put in rotation, with an improved media planning strategy to maximize performance.旺昌资料城 营销策划管理资料大全 http:/ QQ：602429086
