广告策划 7.pptx

Click To Edit Master Title Style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,5-,#,Pub:Please insert cover image from textbook,第七章 广告策划,Describes the process of marketingand advertising planning,8-,2,Explain contents of an advertising plan,Objectives,Explain the role&importance of a marketing plan,Describe how,to develop an advertising plan,Explain the difference between objectives&strategies,Discuss the suitability of top-down,bottom-up,&IMC planning,Explain how budgets are set,第一节 广告策划概说,广告策划的概念与观念,广告策划的类型,广告策划流程,广告策划的原则,一、广告策划的概念与观念,策划和创意并列,广告活动的全过程,=,广告策划,广告策划是一个环节,广告策划,=,促销策划,广告计划和广告企划,广告作品,策划,广告活动,操作,一、广告策划的概念与观念,指广告活动中，为达成广告活动目标，以广告主所具有的相关条件为基础，结合广告环境因素的状况，对广告活动的策略及其执行计划所作的谋划和统筹安排。,谋划和计划,广告,策划观念的演进,单一策划,观念,整体策划,观念,系统策划,观念,促销单一需求,长期性和整体性,整合营销传播,营销,营销,营销,传播,二、广告策划的类型,A,根据广告策划的目标属性划分：,战略性策划,战术性策划,广告策划的类型,B,根据广告策划的组织形式划分：,集中统一策划,分散策划,广告策划的类型,C,根据广告策划的观念划分：,单一策划,整体策划,系统策划,广告策划的类型,D,根据广告策划的阶段划分：,总体性策划,阶段性策划,三、广告策划流程,组建策划班子,研讨调研报告,开展策划讨论,形成备选方案,确定策划方案,制订执行计划,四、广告策划的原则,现实性原则,创造性原则,效益性原则,弹性原则,Marketing,Planning:,Top-Down,Bottom-UpIMC,营销策划对于广告的作用：,有助于管理者分析并改进公司的所有运作活动,支配着广告在营销组合当中的作用，使得广告活动得以更好地完成和控制，并保持其持续性。,确保广告预算得到最有效的分配,Sales-Target,Target Market,Positioning,Marketing Mix,Need-Satisfying,Marketing,Corporate,Situation Analysis,The Marketing Plan:Top-Down,自上而下式营销,Marketing Objectives,Marketing Strategy,Marketing Tactics,Where is ad?,Situation Analysis,The Marketing Plan:Top-Down,自上而下式营销,Marketing Objectives,Marketing Strategy,Marketing Tactics,Who am I?,what should I be?,All roads lead to Roma?,Who when where?,The Marketing,Plan:Bottom-Up,自下而上式营销,Marketing Results,Marketing Tactics,Marketing Strategy,Vick,夜用感冒药,8-,The New Marketing Mantra:Relationship Marketing,Keys,to Building,Brand Equity,Market relationships,not transactions,Customers,not products,are focus,Know that customer has choices,Value of loyal customers,Cost of acquiring new customers,Cost of lost,customers,The New Marketing Mantra:Relationship Marketing,The Importance of Relationships,The New Marketing Mantra:Levels of Relationships,Transactional(Basic),Reactive,Accountable,Proactive,Partnership,8-,21,整合营销传播指企业或品牌通过发展与协调战略传播活动，使自己借助各种媒介或者其他接触方式与员工、顾客、利益相关者以及普通公众建立建设性关系，从而建立并巩固与他们之间的互惠关系的过程。,Using IMC,to MakeRelationships Work,整合营销传播观念的演化：,狭义：协调和管理营销传播，保持企业信息一致；,广义：把消费者视为现行关系中的伙伴,8-,22,Levels of Integration,Using IMC to MakeRelationships Work,8-,23,Using IMC to MakeRelationships Work,Planned,MarCom,Product,Product,price,place,Service,employees,Unplanned,Rumor,critics,Sources ofBrand Messages,Marketing:The 4Ps,Categories ofgoods or services,Strategies forcompetitive pricing,Distributionand geography,Communicationchannels,Product,Price,Place,Promotion,Marketing:Marketing Communications,Collateral,Materials,Sales,Promotion,Product,Advertising,Personal,Selling,Public,Relations,Marketing,Communication,(Marcom),Types,Using IMC to MakeRelationships Work,The Integration Triangle,Say,Planned messages,Do,Product&servicemessages,Confirm,Unplanned messages,Using IMC to MakeRelationshipsWork,IMC macro model,Insert ex.8.6,p.250,IMC macro model,Position=.35”horizontal,0.4”vertical,Size=4.9”WIDE,Resolution=300 dpi,Insert ex.8.7,p.251,Wang-Schultz IMC planning model,Position=.35”horizontal,0.4”vertical,Size=4.9”WIDE,Resolution=300 dpi,Using IMC to MakeRelationshipsWork,Wang-Schultz IMC planning model,第二节 广告策划的内容,确定广告目的和目标,分析企业内部条件,分析广告环境,确定广告活动区域,确定广告活动期间（转下）,广告策划内容,明确目标广告受众,确定广告与其他沟通技术的关系,确定作品策略,确定广告传播策略,确定广告预算,制订广告行动计划,确定广告目的和目标,广告目的：开展广告活动的原因,传播企业形象和品牌形象,传播产品或促销信息,表达其他意愿,广告目标：广告活动能够实现和造成的结果和效果。是一个量化的指标。,8-,32,The Advertising Plan:Setting Objectives,The traditional advertising pyramid,Insert ex.8.8,p.253,Advertising pyramid,Position=2.9”horizontal,1.5”vertical,Size=4.6”TALL,Resolution=300 dpi,Situation Analysis,自上而下式营销和自下而上式营销,Marketing Objectives,Marketing Strategy,Marketing Tactics,Marketing Tactics,Marketing Strategy,Marketing Results,8-,34,The Advertising Plan:Reviewing the Marketing Plan,SWOT Analysis,Opportunities,Strengths,Weaknesses,Threats,8-,35,The Advertising Plan:Strategy&the Creative Mix,TargetAudience,ProductConcept,CommunicationsMedia,AdvertisingMessage,8-,36,The Advertising Plan:Strategy&the Creative Mix,Enhanced Kim-Lord grid,Insert ex.8.11,p.256,Kim-Lord grid,Position=2.9”horizontal,1.5”vertical,Size=4.6”TALL,Resolution=300 dpi,8-,37,The Advertising Plan:Strategy&the Creative Mix,Delivering a message without traditional media:New York firehouses,Insert photo 8.13,p.258,New York firehouses/Call the mayor,Position=2.9”horizontal,1.5”vertical,Size=5.7”WIDE,Resolution=300 dpi,8-,38,The Advertising Plan:Strategy&the Creative Mix,GMC and the product concept,Insert photo 8.12,p.255,GMC truck ad,Position=2.9”horizontal,1.5”vertical,Size=5.7”WIDE,Resolution=300 dpi,第三节 广告作品策略,广告作品策略的基本问题,广告作品的信息定位策略,广告作品的表现策略,一、广告策略的基本问题,不同地区市场之间的广告作品策略问题,不同作品类型之间的作品策略问题,单一广告作品的作品策略问题,二、广告作品的信息定位策略,推动策略,拉动策略,平衡策略,三、广告作品的表现策略,略,第四节 广告传播策略,广告传播途径的选择策略,广告媒介及载具的选择策略,广告媒介和载具的组合策略,广告发布策略,一、广告传播途径的选择策略,企业内部途径,大众传播媒介,其他社会传播途径,二、广告媒介及载,具的,选择策略,影响媒介及载具选择的主要因素,选择媒介和载具的基本策略,三、广告媒介及载具的组合策略,互补组合策略,交叉组合策略,叠加组合策略,作用组合策略,四、广告发布策略,广告发布的时机策略,广告发布的时间策略,第五节 广告预算,广告费与广告预算,广告费的构成,广告预算方法,广告费分配策略,一、广告费与广告预算,广告费是广告活动中发生的各种费用的总和，包括广告调研费用，广告设计制作费用、广告发布费用等。,广告预算是指广告预算主体对未来一定时期内预计支出的广告费、或某项具体广告活动预计要支出的广告费所作的计划，是销售费用的一个项目。,二、广告费的构成,广告调研费,广告设计制作费,广告发布费,广告代理费,8-,51,Allocating Funds for Advertising,Methods of allocating funds,Sales Percentage,Objective/Task,Market Share,Empirical Research,三、广告预算方法,年度广告预算的方法：,销售百分比法，毛利润百分比法，支出可能法,项目广告预算方法,目标达成法，竞争对抗法，,支出可能法。,四、广告费分配策略,A,企业年度广告预算的分配策略,按部门进行分配,按产品或品牌进行分配,按广告类型进行分配,按地区进行分配,广告费分配策略,B,项目广告预算的分配策略,按作业项目进行分配,按媒介进行分配,按地区进行分配,按广告工作进度进行分配,