文档介绍：Banner Ad Work Process
The is a media altogether different from print, radio, or TV. In the case of an banner ad, it involves a creative process bines art design, advertising, and technology to produce a media piece that will attract potential customers by providing an exciting, interactive experience for viewers. Here’s a review of the steps involved in bringing this work to life.
Client Brief – This is developed from the initial client meeting, client’s RFP and the OgilvyInteractive creative team. This defines the parameters of the campaign, including the client’s business goals, creative goals, media objectives, the URLs ( 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 last 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 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, proje