G0017第十一部分广告.doc

SECTION 11 第11部分 ADVERTISING 广告 This section covers all Advertising activities along with the Direct Mail campaigns from the view of defining objectives for each initiative, its related cost and ultimately, consolidating all into a year-round schedule. 此部分覆盖了根据不同的目的而开展的所有广告活动和直邮。选择不同的活动与成本有关，最终统一所有活动为一年循环的时间表。 In general, the types of advertisements are divided into 3 categories, namely: 总的来说，广告的种类分为三种，分别是： Rooms – Generic / 客房形象广告 - 整体性的 Advertising of the hotel with a positive impact on the overall image without any hard selling of a specific product, package or reduced selling price 不包含任何硬性销售某特定产品,包价或降价行为内容的酒店正面形象广告. Rooms – Tactical / 客房推广 - 有针对性的 Advertising of the hotel with a specific selling message be it for a product or package that comes with a selling price 以具体特定的销售信息推广酒店, 可以有售价说明,可以是具体的产品或者包价. F B Tactical / 餐饮推广 -有针对性的 All advertisements highlighting FB products and services with a selling price 所有的广告强调餐饮产品和服务，注明价格 SECTION 11: ADVERTISING / 第11部分：广告 11a) Rooms Generic / 客房形象广告 – 整体性 11b) Rooms Tactical / 客房推广 – 有针对性 11c) FB Tactical / 餐饮推广 – 有针对性 Guideline 导引: This section deals with your overall advertising brief and directions for your hotel’s image and tactical advertisements 这部分讨论酒店整体形象广告和针对性的广告。 Under Situation Analysis, please outline briefly the perception of your hotel from the general public’s perspective在“情况分析”栏中，请简要陈述从公众角度对酒店的印象。 Under Objective(s), please state the reason(s) for doing this advertisement.在目的栏下,请注明做此广告的目的和原因。 From the objectives stated, please outline your “Selling Message”, i.e. the message that you wish to “drive home” to the target audience.通过所述目的，简略出要发布的“销售信息”，希望使”信息” 烙印在目标读者的脑海。 Usually, you will have no more than two (2) messages that you wish to make. Most times, it can be only one (1) strong message carried throughout your entire image advertisements for the year for Rooms Generic Advertisements通常情况下，在同一广告中不会超过两个信息，一般客房的形象广告在同一年内都会使用同一个颇有印象的信息。 However, for Rooms Tactical Advertisements, you will have