广告决策及执行过程研究-工商管理专业论文.docxVIP

摘 摘 要 随着经济的发展，我国诸多行业已进入r“买方”市场，市场充满了变数与挑 战，竞争日益激烈，广告对产品和企业命运的影响越发明显和重要。作为知识密集、 人才密集、技术密集的新兴产业，广告业更需要理论的总结和指导，但许多广告主和 广告公司仅凭感性认识和经验操作，尤其在广告媒体的选择方面，有很大的盲目性， 直接影响了广告效果。 本文追踪了国外广告业发达国家的广告理论研究成果，先进的理念，列举了国内 大量广告活动的实例，联系了我国入世后各广告主体的发展趋势，运用所学知识对产 品广告活动进行了全程系统的研究，打破了广告研究的惯例与壁垒，结合了有理论指 导的决策部分和由实际经验总结的执行部分，有重点，有创新，希望对中小广告主的 广告活动能够给予借鉴。 关键词：广告决策广告预算媒体选择广告效果测量 AbstractAlong Abstract Along with the economic development of China，more and more industries have entered buyer’S market，and the competition in market is intensive．Marketing has been full of variations and challenges，and the influence of advertis ing is clearer and more important tO products and enterprises．As a new knowledge—intensive，talents·intensive and technology— intensive industry，advertising needs more summary and guidance in theory．But many advertisers and advertising firms only rely on their perceptual knowledge and experiences， particularly in the selection of medium．This kind of action has very big blindness，and has directly influenced the effects of advertising, This thesis traces the achievements of advertising theory research，the advanced concept in the developed countries，It also lists numbers of internal examples of advertising．The author has contacted the development trend of advertise rs after entering theⅥ疆’O．making systematic research of the advertising activities of products by applyi。ng knowledge she has learned．The thesis has bmken the tradition and the rampart ofadvertisjng research．The policy—decision part with the theoretical guidance and the execution part summarized from the practical experience are combined．It has not ofily focal points but also innovation S．And it is hoped that the middle and small advertisers can use this for reference in their advertising activities． Key Word：Advertis撙ent Decision Advertisement Budget Advertismem Medium Selection Advertisment Effects Measure 独创性声明零人声爨释至交翡攀谴论文廷奉夫巍导帮攒器下述褥鼹磷炎工俸器鼗褥靛辑 独创性声明 零人声爨释至交翡攀谴论文廷奉夫巍导帮攒器下述褥鼹磷炎工俸器鼗褥靛辑 究成果，除了义中特别加以标注和致谢_也处外，论文中不包含其他人已经