现代广告策划书论文.docVIP

目 录 1广告策划的概念 4 2广告策划的内容 5 3实体定位策略 7 3.1功效定位策略 7 3.2品质定位策略 7 3.3市场定位策略 7 3.4质量定位策略 8 3.5价格定位策略 8 3.6商标定位策略 8 3.7色彩定位策略 8 3.8服务定位 9 3.9心理定位 9 4观念定位策略 9 4.1逆向定位 9 4.2是非定位 10 论现代广告策划 摘 要：随着时代的发展，广告已经成了人们生活中不可缺少的一部分。平时在家看电视，各种各样的广告都会插播在电视节目中，让人不得不看。在春节期间，大家出门买东西，广告牌上也打着某某商品的广告，还有车站站牌上，也有许多类似的广告。那么，广告对于消费者来说到底是利还是弊呢？?广告的利与弊正是事物矛盾的两方面，所以要解决这一矛盾，必须坚持一分为二的方法，防止片面性。广告的优点是能正确引导消费者消费，使消费者更加了解商品，买得放心。但它的缺点是虚假广告太多，蒙骗消费者，并且站用电视太多时间。因此，不能只看到广告的好处，也不能只强调它对人们造成的不好的一面。我们应该做的是适当发展广告行业，提高其质量。Concerning the modern planning the advertising Abstract：With the development of The Times, advertising has become a people the indispensable part in life. Usually watch TV at home, all kinds of ads will spot in TV shows, let a person have to see. During the Spring Festival, people go out to buy things, the billboards have also tapped so-and-so commodity advertising, and on the sign at the station, also have many similar advertising. So, advertising for consumers exactly is the or disadvantages? Advertising the advantages and disadvantages of the two aspects of contradiction is things, so to solve this contradiction, must insist that the two sides method, prevent one-sided. The advantage of advertisement is to the correct guidance of consumer spending, make consumers understand more about goods, buy the rest assured. But its defect is false advertising too much, cheats consumer, and stood with TV too much time. So, can not only see the benefits of advertising, also can not only emphasize the effect it has on peoples bad side. We should do is appropriate in the advertising industry development, and improve the quality. Keywords: advertising planning, strategy 1广告策划的概念（1）广告主的营销策略是广告策划的根本依据：广告是营销组合的重要因素，直接为广告主的场营销服务，因此广告策划也不能脱离广告主的营销策略的指导。（2）广告策划有其特定的程序，这种程序应该是科学、规范的，以保证广告策划不是漫无目的设想和缺乏章法的随心所欲。（3）广告策划应该提出广告运动(活动)的总体战略，停留在具体行动计划层次上的“广告计划”并不是广告策划。（4）广告策划以市场调查为依据和开端：虽然广告主的营销策略已经为广告策划提供了依据，但是它仅仅来自广告主的单方面，还不足以显示由消费者、产品和竞争对手所构成的市场的全貌。（5）广告的诉求策略、定位策略、表现策略和媒介策略是广告策划的核心内容，它们必须脱离平庸、与众不同，但是又要具有产生实际的广告效果的素质。