廣告策劃-奧美怎樣創(chuàng)作杰出的平面廣告

Updatedto1999-9-4？？？？練習(xí)一

廣告比較與選擇什么是有創(chuàng)意的平面？有視覺意義有視覺沖擊力視覺表現(xiàn)與IDEA的關(guān)聯(lián)性強有獨特的風(fēng)格平面的魅力吸引消費者閱讀廣告幫助消費者理解廣告助長消費者的夢想加深消費者對品牌的印象提升品牌在消費者心目中的地位不受本錢約束平面的組成平面的組成畫面的組成照片插圖標(biāo)題內(nèi)文品牌標(biāo)志線條色塊表格紙張印刷工藝裁切裝訂折合附加物練習(xí)二

更好的IDEA？更好的視覺表現(xiàn)方式----攝影、插圖、純文字？更適合的LAYOUT----直版、橫版、標(biāo)題、畫面？更適合的畫面----人物？產(chǎn)品？其他？更漂亮的比例----特別的媒體購置？尺寸？更好的方式----現(xiàn)代？抽象？古典？更適合的字體及其大??？更懂得這個IDEA的攝影師？適合的人物？適合的道具？情感在畫面上的表現(xiàn)與選擇？如何視覺形成？直接表現(xiàn)：產(chǎn)品、品牌等引伸理解：比喻元素、排列元素等視覺刺激：非常規(guī)的色彩、構(gòu)圖、比例等如何檢查你的視覺形成？訊息可閱讀程度畫面比例，構(gòu)圖圖片色彩、風(fēng)格字體、大小、字距、行距、色彩、角度、粗細(xì)、中英文字體關(guān)系紙張的選擇印刷、裁切、裝訂、折合的方式使用的地點、方式、周期軟件的選擇、完稿檢查制作過程、工藝監(jiān)督問問題做稿子之前：所有需要了解的事實和開展的方向都清楚了嗎？做稿子之間：我是否已經(jīng)想到所有可能想到可以做的做法了？交稿子之前：這張稿子已是我能做到的最好的了嗎？稿子出去后：現(xiàn)在回過去看，有什么問題？重新做會怎么樣？文字的使用色彩的搭配插畫的風(fēng)格攝影的表達能力色彩的搭配你會有什么誤區(qū)？合作的秘訣按時交件永遠(yuǎn)是第一準(zhǔn)那么合理安排時間選擇最恰當(dāng)?shù)某蓡T先解決問題，再討論原因互相“贊美〞，不要互相指責(zé)勇敢成認(rèn)錯誤活到老，學(xué)到老小小的警告你可以沒有鮮明的個性，但不可以沒有想法你可以沒有成熟的風(fēng)格，但不可以沒有想法你可以沒有資深的頭銜，但不可以沒有想法但，你也必須有讓想法變成現(xiàn)實的能力如果你想在這個行業(yè)生存下去，你必須主動，必須時時思考、時時動手，必須讓自己隨時有做出更好作品的準(zhǔn)備&InthebeginningwastheideaIdea是一切的起源OurSimpleSellingModel

一廂情愿的販賣模式Sellhard努力賣!Toadeeplygratefulclient給一個非常激賞你的客戶TheFrequentResult常有的結(jié)果TheClientsavages客戶"殺人鯨"Usandtheidea撕裂我們和ideaSimplistic簡易and但Risky高風(fēng)險ModelAct行動Sell販賣SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea沒賣掉,我們都浪費了時間

ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectives* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?

他們的心態(tài)是什麼?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested 非常有興趣* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 熱心的Z

Z

Z

z* CriticallyInterested 非常有興趣* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Apathetics冷漠型WHY?為何?Poisonedbypreviouspresentations 被以前的經(jīng)驗毒害了!Saturatedonthesubject 對這個話題已聽得不想再聽Poorphysicalenvironment 身體狀況很差Psychologicallydeadtoyouridea.心理上不接受你的想法Z

Z

Z

zWhatyouhavetodo

你得怎麼做引起興趣,保持他們的熱情.打動他們的心.快點進入正題把過程戲劇化,視覺化讓他們要采取的行動容易些Z

Z

Z

zSophisticates老練型WHY?為何?Seenitbefore以前看過Non-experttoexpert非專家做專家提案Subordinatetosuperior下對上Peertopeer平輩間Knowitallalready(andmore)這些早就知道了Whatyouhavetodo

你得怎麼做讓他們用全新的角度看待你,及你的idea.讓他們了解你的專業(yè)程度.盡量做到最好如您知道的引用權(quán)威的話Hostiles敵意型WHY?為何?覺得被威脅對你評價不高或?qū)δ愕?出身"有質(zhì)疑疑心你的動機文化的阻隔Opposeseitheryouoryouridea反對你或你的ideaWhatyouhavetodo

你得怎麼辦?找出他們對你有敵意的原因顯示你了解他們的處境建立共通的關(guān)注焦點舉例保持冷靜--你一動思他們就會殺了你不要期望事情太快有變化CriticallyinterestedsWHY? 為何?專業(yè)對專業(yè)理性導(dǎo)向期望你證明你的說法Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事實和理性辯證下的好ideaWhatyouhavetodo

你得怎麼辦Showbenefits呈現(xiàn)利益點Coveralloptionsobjectively中立Presentfactually&nonemotionally事實而非情感Enthusiasts熱情派WHY?為何?Alreadysoldandmotivated

Idea已被接受Acceptyouandyourmessage 你說的都算Havefaithalready已有信心Whatyouhavetodo

你得怎麼做Reinforcetheirbeliefs增強信心Golightonpureinformationandproofs "淡淡的賣",呈現(xiàn)證據(jù)Goheavyoncolourandemotion色彩和情感Exercise:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceHOWPERSUASIVEAREYOU?

EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising* Regaindistribution* Leapfrogcompetition* Preferredbrandwithconsumers* Increasepriceandmargin* __________________________* __________________________* __________________________Let'sdothisNextsteps WHO,WHAT,WHENPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceFiveKindsofEvidencePersonalexperience

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalexperience Talkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.Analogy Comparesdissimilarthingsusing'like'or'as'.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes) Whichlistenerswillrecogniseasanauthority.Iftheydon'tknow,credentialisetheexpertbeforeyourquote.Example Specific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/Facts Whatweusuallythinkofasevidence.Visualisestatisticsifyoucan. SlowBuildtoaGrandFinaleIntroT

BackgroundT

SlowBuildtoaGrandFinaleStrategyT

SlowBuildtoaGrandFinaleRationaleT

SlowBuildtoaGrandFinaleIdeaT

SlowBuildtoaGrandFinaleAnyQuestions?T

SlowBuildtoaGrandFinaleHereItIsandWeAreExcitedIntroT

IdeaT

HereItIsandWeAreExcitedHowwegotthere?T

HereItIsandWeAreExcitedWhyit'sright?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWeAreExcitedT

TheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessagePlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?MatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96VisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanYoucanneverboresomeoneintobuyingyourideaFiveStepModelActAdoptPresentPreparePlanAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:ActiveListeningVersion1.15/96Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyconcentratingMakingabitofaneffortThe"yesdear"syndromeTrackingwordsPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningAgencyAttentionLevelTimeAgencyAttentionLevelTimeXAgencyAttentionLevelTimeXXBlueDressAgencyAttentionLevelTimeXXXXXXTheRehearsalCurveBlueDressPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningXXXXXXNNNNNDefeatingtheRehearsalCurveTheworkyou'vejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclient'sresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.Listening:SummaryTheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinsomewayintotheideaPeopleAreMoreLikelytoAcceptIdeaswhen:FiveStepModelActAdoptPresentPreparePlanTheyareaskedtoactonitTheactionrequiredisnottoomuchtroubleTheyhavepreviouspositiveexperiencewiththeoriginatoroftheideaItmeetstheirneedsbetterthanotheroptionsThebenefitstothemoutweightherisksTheywillbepartoftheimplementationprocessPeopleAreMoreLikelytoActonanIdeaswhen:WhatwebringWhatisexpectedPreparingthewayWhatwebringWhatisexpectedFindwaystoreframeexpectationsFindwaystopreselltheideaPreparingthewayQuestionsWhatwebringConcernsNeedforreassuranceQueriesPreparingthewayAnticipateThinkthroughPrepareMostarehighlypredictableQuestionsWhatwebringConcernsNeedforreassuranceQueriesPreparingthewayKnowwhotheyareKnowwhatwewantfromthemHavedecidedourcoreideaandsupportsHaveworkedouthowtopreparethewayTHENWEAREPREPAREDTOGOOUTANDFIGHTTHEREALENEMYOncewe…...OurselvesTheframeofBuyingImpeccablelogicEnergy&enthusiasmBeYourselfActAdoptPresentPreparePlanKnowwhentostop&InthebeginningwastheideaIdea是一切的起源OurSimpleSellingModel

一廂情愿的販賣模式Sellhard努力賣!Toadeeplygratefulclient給一個非常激賞你的客戶TheFrequentResult常有的結(jié)果TheClientsavages客戶"殺人鯨"Usandtheidea撕裂我們和ideaSimplistic簡易and但Risky高風(fēng)險ModelAct行動Sell販賣SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea沒賣掉,我們都浪費了時間

ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectives* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?

他們的心態(tài)是什麼?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested 非常有興趣* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 熱心的Z

Z

Z

z* CriticallyInterested 非常有興趣* Hostile 敵意* Sophisticated

老練的* Apathetic

冷漠Apathetics冷漠型WHY?為何?Poisonedbypreviouspresentations 被以前的經(jīng)驗毒害了!Saturatedonthesubject 對這個話題已聽得不想再聽Poorphysicalenvironment 身體狀況很差Psychologicallydeadtoyouridea.心理上不接受你的想法Z

Z

Z

zWhatyouhavetodo

你得怎麼做引起興趣,保持他們的熱情.打動他們的心.快點進入正題把過程戲劇化,視覺化讓他們要采取的行動容易些Z

Z

Z

zSophisticates老練型WHY?為何?Seenitbefore以前看過Non-experttoexpert非專家做專家提案Subordinatetosuperior下對上Peertopeer平輩間Knowitallalready(andmore)這些早就知道了Whatyouhavetodo

你得怎麼做讓他們用全新的角度看待你,及你的idea.讓他們了解你的專業(yè)程度.盡量做到最好如您知道的引用權(quán)威的話Hostiles敵意型WHY?為何?覺得被威脅對你評價不高或?qū)δ愕?出身"有質(zhì)疑疑心你的動機文化的阻隔Opposeseitheryouoryouridea反對你或你的ideaWhatyouhavetodo

你得怎麼辦?找出他們對你有敵意的原因顯示你了解他們的處境建立共通的關(guān)注焦點舉例保持冷靜--你一動思他們就會殺了你不要期望事情太快有變化CriticallyinterestedsWHY? 為何?專業(yè)對專業(yè)理性導(dǎo)向期望你證明你的說法Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事實和理性辯證下的好ideaWhatyouhavetodo

你得怎麼辦Showbenefits呈現(xiàn)利益點Coveralloptionsobjectively中立Presentfactually&nonemotionally事實而非情感Enthusiasts熱情派WHY?為何?Alreadysoldandmotivated

Idea已被接受Acceptyouandyourmessage 你說的都算Havefaithalready已有信心Whatyouhavetodo

你得怎麼做Reinforcetheirbeliefs增強信心Golightonpureinformationandproofs "淡淡的賣",呈現(xiàn)證據(jù)Goheavyoncolourandemotion色彩和情感Exercise:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceHOWPERSUASIVEAREYOU?

EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising* Regaindistribution* Leapfrogcompetition* Preferredbrandwithconsumers* Increasepriceandmargin* __________________________* __________________________* __________________________Let'sdothisNextsteps WHO,WHAT,WHENPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceFiveKindsofEvidencePersonalexperience

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalexperience Talkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.Analogy Comparesdissimilarthingsusing'like'or'as'.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes) Whichlistenerswillrecogniseasanauthority.Iftheydon'tknow,credentialisetheexpertbeforeyourquote.Example Specific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/Facts Whatweusuallythinkofasevidence.Visualisestatisticsifyoucan. SlowBuildtoaGrandFinaleIntroT

BackgroundT

SlowBuildtoaGrandFinaleStrategyT

SlowBuildtoaGrandFinaleRationaleT

SlowBuildtoaGrandFinaleIdeaT

SlowBuildtoaGrandFinaleAnyQuestions?T

SlowBuildtoaGrandFinaleHereItIsandWeAreExcitedIntroT

IdeaT

HereItIsandWeAreExcitedHowwegotthere?T

HereItIsandWeAreExcitedWhyit'sright?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWeAreExcitedT

TheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessagePlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?MatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96VisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanYoucanneverboresomeoneintobuyingyourideaFiveStepModelActAdoptPresentPreparePlanAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:ActiveListeningVersion1.15/96Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyco