广告规划的六大核心问题（Six core issues of advertising planning）.docVIP

广告规划的六大核心问题（Six core issues of advertising planning） Six core issues of advertising planning Advertising is directly related to the competitiveness of product and brand communication, advertising is the measure of competitiveness can affect the consumer intention and the number of accumulation, a number that is decided by three factors, one is the spread of depth, that advertising for the product and brand value of the table Dudley; second is spreading width, namely advertising the media selection problem; the third is that the advertising propagation length, duration and stage of communication control. Depth related are four strategies: image strategy, value strategy, emotion strategy and memory focus strategy. The width is related to the three point combination of the propagation channel strategy, and the length is related to the advertising life cycle management strategy. These six strategies are to realize the strong competitive power of advertisement through the systematic planning and management of advertising content, form, place of publication and time of publication. These six strategies also solve the six core issues of advertising planning from the perspective of the relationship between brand and consumer. Strategy 1: image strategy - what personality qualities do I show? Common misunderstandings: first, lack of consistency in advertising image. The same product brand, the lack of a unified image of the theme of advertising, resulting in confusion of brand image. Second, the image quality of advertising is poor, regardless of the relationship between advertising image and brand positioning and product quality positioning. Because the enterprise for advertising to convey the brand image of the lack of a clear definition, target customers can not be established for the clear brand awareness, lack of understanding, there is no long-term cognitive impression, the relationship between the brand and consumers will not be able to establish. Solution: image posi