今さら聞けない運用型広告クリエイティブの仕事の矜持

The Pride of Operational Advertising Creative’s Work
※英訳はDeepLで変換しただけです

Transcript

1. ࠓ͞Βฉ͚ͳ͍ ӡ༻ܕ޿ࠂΫϦΤΠςΟϒͷ ࢓ࣄͷᛗ࣋ 5IF
   1SJEF
   PG
   0QFSBUJPOBM
   "EWFSUJTJOH
   $SFBUJWF`T
   8PSL ˞ӳ༁͸%FFQ-Ͱม׵͚ͨͩ͠Ͱ͢
2. $IBU(15ʹ࢓ࣄ͕ୣΘΕΔʁ $IBU(15T UBLJOH
   ZPVS
   KPC
3. :&4Ͱ΋͋Γ/0Ͱ΋͋Δ 5IF
   BOTXFS
   UP
   UIBU
   RVFTUJPO
   JT
   CPUI
   ZFT
   BOE
   OP
4. $IBU
   (15ʢ"*ʣ ˠ ౴͑Λͭ͘Δ "*
   DSFBUFT
   BOTXFST $SFBUPSʢ)VNBOʣˠ
   ໰͍Λͭ͘Δ )VNBOT
   DSFBUF
   RVFTUJPOT
5. ໰͍Λͭ͘Δ DSFBUF
   RVFTUJPOT ˣ ՄೳੑΛ૝૾͢Δ͜ͱ *NBHJOF
   UIF
   QPTTJCJMJUJFT
6. ͳͥྑ͔ͬͨͷ͔ʁ Ͳ͏͢Ε͹΋ͬͱྑ͘ͳΔͷ͔ʁ 8IZ
   XBT
   JU
   HPPE )PX
   DBO
   JU
   CF
   CFUUFS
7. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF &
8. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF & 2
   ࣍ʹԿΛͭ͘Γ·͔͢ʁ 8IBU
   XJMM
   ZPV
   NBLF
   OFYU
9. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF & 2
   ࣍ʹԿΛͭ͘Γ·͔͢ʁ 8IBU
   XJMM
   ZPV
   NBLF
   OFYU ,1*  ,1*  ,1*  ,1*  ,1* 
10. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF & 2
    ࣍ʹԿΛͭ͘Γ·͔͢ʁ 8IBU
    XJMM
    ZPV
    NBLF
    OFYU ,1*  ,1*  ,1*  ,1*  ,1* 
11. ύϑΥʔϚϯεൺֱͷམͱ݀͠ 1JUGBMMT
    PG
    QFSGPSNBODF
    DPNQBSJTPOT
12. $SFBUJWF " 5IJT
    JT
    ,*/(
13. $SFBUJWF " 5IJT
    JT
    ,*/( 3&"-:
    ʜ
    
14. ઈରʹ๨Εͯ͸͍͚ͳ͍લఏ "
    QSFNJTF
    UIBU
    NVTU
    OFWFS
    CF
    GPSHPUUFO
15. ΈΜͳ͕࣋ͬͯ͠·͏Πϝʔδ 5IJT
    JT
    -*&
16. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF &
17. ͔͠͠ɺࣄ࣮͸ͦ͏Ͱ͸ͳ͍ 5IJT
    JT
    3&"-
18. $ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ
19. 
    
    ແݶͷՄೳੑ
    
    *OGJOJUF
    1PTTJCJMJUJFT
20. ͋ΒͨΊͯɺօ͞Μͷ࢓ࣄʹ͍ͭͯ PODF
    BHBJO
    
    BCPVU
    ZPVS
    XPSL
21. খ͞ͳ੒ޭମݧʹ͕ͬͯ͢ ύϑΥʔϚϯεΛԼ͛ͳ͍͜ͱͰ͸ͳ͍ *U
    JT
    OPU
    ZPVS
    KPC
    UP
    EXFMM
    PO TNBMM
    TVDDFTTFT
    BOE
    LFFQ
    QFSGPSNBODF
    EPXO
22. খ͞ͳ੒ޭମݧΛώϯτʹ ύϑΥʔϚϯεΛ্͛ଓ͚Δ͜ͱ :PVS
    KPC
    JT
    UP
    LFFQ
    JNQSPWJOH
    QFSGPSNBODF IJOUFE
    CZ
    TNBMM
    TVDDFTTFT
23. ͦͷͨΊʹɺ਺ࣈʹਖ਼͘͠޲͖߹͏ 5P
    EP
    UIJT
    GBDF
    UIF
    QFSGPSNBODF
    DPSSFDUMZ
24. $ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ώϯτ͕ͳ͚Ε͹Կ΋ͭ͘Εͳ͍ :PV
    DBOU
    NBLF
    BOZUIJOH
    XJUIPVU
    B
    DMVF
25. $ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ খ͞ͳख͕͔ΓͰՄೳੑʹ௅Ή 5JOZ
    DMVFT
    DIBMMFOHF
    QPTTJCJMJUJFT
26. $SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF & "͸ͳͥྑ͔ͬͨͷ͔ʁ 8IZ
    XBT
    "
    HPPE "#ͱ%&ͷҧ͍͸Ͳ͜ʁ 8IBU
    JT
    UIF
    EJGGFSFODF
    CFUXFFO
    "#
    BOE
    %& &͸ͳͥѱ͔ͬͨͷ͔ʁ 8IZ
    XBT
    &
    CBE ࣍ʹ׆͔ͤΔ͜ͱ͸ʁ 8IBU
    DBO
    XF
    EP
    OFYU ৽͘͠௅ઓ͢΂͖͜ͱ͸ʁ 8IBU
    OFX
    DIBMMFOHFT
    TIPVME
    XF
    USZ ࣍͸͠ͳ͍΄͏͕͍͍͜ͱ͸ʁ 8IBU
    OPU
    UP
    EP
    OFYU
    UJNF
27. lΘ͔ΒͶ͑͜ͱʹϧʔϧΛ୳͢ɻ ͦͷΫοι஍ಓͳ౒ྗΛ ՊֶͬͯݺΜͰΔ͚ͩͩɻz ʢ %S450/&ΑΓ ʣ