Unit 8 Advertising Strategy Planning 经典广告学英语教材合集.ppt

Unit 8;The Marketing Mix ;Promotion Components ;Five Principle Function of Ads;;The Marketing Plan:Bottom-Up;;SWOT Analysis;Setting an Advertising Objectives;The advertising pyramid : a guide to setting objectives;From awareness to brand loyalty;Loyalty pyramid;;;Advertising Objectives Advertising Strategy;The Advertising Strategy;1. The Target Audience;2. The Product Concept: Presenting the Product;3. The Communications Media;4. The Advertising Message;O’ Toole’s Three-point Approach to Strategy;2. Who are we talking to? Much of our audience information is demographic: age, sex, income, occupation, … Much more meaningful is a lifestyle profile of how that person lives, and such things as values, leisure-time activities , attitudes towards toward work and family, and the stresses of everyday life. ⊙ 3. What do we want them to know, to feel, and to understand? Read some great advertising and ask what the advertiser wants you to know, to feel, and to understand about their company and their products or services. ⊙ ;Think VIPS --David Bernstein (British);Promise: inherent in any ad is a promise to the consumer. ⊙ Simplicity: Make the point clearly. As in a good story with a beginning, middle, and end, the ad must stay on the target, progressing logically from start to finish. ;Ads for Sausage;;Exercises A. True or False;B. Multiple Choice;;;