广告专业英课后题及答案.docVIP

Chapter 3 Advertising Planning 3.1 Advertising Strategy 1. Questions: 1. What is the advertising strategy? The way how the advertising objective is to be attained An integration of the elements of the creative mix 2. What elements does the marketing mix include? 4Ps: product, price, place, promotion Promotional mix: personal selling, advertising, public relations, sales promotion 3. What is the advertising creative mix? Advertising message ( copy, art, production), target audience, the product concept, the communication media 4. Who are the target audience? End-users, persons