什么是广告第一课.pptx

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2024-12-17 发布于广东
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什么是广告第一课.pptx

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什么是广告第一课

什么是广告?Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.

广告决策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCaignEvaluationMediaDecisions

InformativeAdvertisingBuildPrimaryDemand设定广告目标PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.

广告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers广告战略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive

广告战略扩展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.

广告媒体选择Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQualityAttention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing

广告效果评估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?

什么是销售促进?Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersaref