成功策划及策划案例分析（The successful planning and planning case analysis）.doc

成功策划及策划案例分析（The successful planning and planning case analysis） Case study of successful planning and planning Source: China marketing communication network How to judge the success of an advertising plan? Advertising itself is to sell a commodity, which itself has a strong utilitarian and practical; in order to achieve this goal, advertising and doing its best to form its inexhaustible, painting, music, photography, video Almost nothing is involved, because this also gives the advertisement to the art characteristics, but also because of this, a product of this art and social consumer psychology combination makes the advertisement plan is the standard of success has been inconsistent, one is to raise mo. At present, there are so many views that we might as well come to see: 1, profit view: that the enterprise is for the purpose of profit, advertising plan implementation results for enterprises to win Substantial profits, such as a substantial increase in sales, were successful. 2, sensational view: the purpose of advertising is to make the public know, so the symbol of its success is caused Public attention caused a sensation. 3, paving the way: that advertising planning for the long-term development of the brand road, only conducive to the long image of the brand A period of construction is a success. 4, win-win view: that only the promotion of the enterprises own interests, and establish or improve the corporate social image of the planning case, is the successful plan. 5, the national conditions view: successful advertising planning should be based on the national conditions (cultural, traditional, moral, aesthetic and standard of living, etc.), and get the acceptance and recognition of the Chinese people. The above views have reason, but made a common mistake - sidedness, blind. A successful advertisement planning, it achieve results should be comprehensive, can not catch the point less than the rest, or inconsiderate, specifically, it must care for this and lo