广告策划的含义（The meaning of advertising planning）.docVIP

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广告策划的含义（The meaning of advertising planning）.doc

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广告策划的含义（The meaning of advertising planning）

广告策划的含义（The meaning of advertising planning） (a) the definition of modern advertising planning advertising planning is the overall strategy and strategy of advertising planning. Specifically refers to the prior consideration and suggestions on the proposed advertising decision, advertising planning and implementation of advertising decision, check the advertising decision-making of the whole process. Advertising planning includes two kinds: separate planning and system planning. Advertising planning system: Market Research, consumer motivation and behavior -- a survey of market segments and determine the target market, product research and product positioning, target advertising and advertising strategies. (two) the necessity of advertising planning, advertising planning is the 1 commodity demand of economic development in 2, advertising planning is the inevitable product of advertisement competition 3, advertising planning is an important content of Chinas advertising market norms of 4, advertising planning is the world economy globalization requirements The purpose of the two, modern advertising 1, clear: advertising advertising goals, advertising media, advertising works, advertising time and location must be clear. 2, rigorous scientific research results of economics, aesthetics, journalism, psychology, market investigation, statistics, literature and other disciplines. 3, complete system of advertising planning: start with research, defining advertising goals according to the characteristics of the target market, in the development of advertising strategies, to the overall goal of advertising as the starting point, each link with each other, closely. (1) the main advertising marketing strategy is the fundamental basis of advertising: advertising is an important element in the marketing mix, marketing services for advertisers, so advertising can not be divorced from the advertisers marketing strategy. (2) advertising has its specific procedures, this procedure s