英文版《广告学：原理与实务》课件7知识讲解.ppt

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1、英文版广告学：原理与实务课件7Key PointsDifferentiate between objectives,strategies,and tactics in strategic planningIdentify the six basic decisions in an advertising planExplain how account planning worksOutline the key features in an IMC plan2Strategic PlanningThe process of determining objectives,deciding on s

2、trategies,and implementing the tacticsObjectivesWhat you want to accomplishStrategiesHow to accomplish the objectivesTacticsMake the plan come to life3A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC planMay cover a specific division of the company or a strategic

3、 business unit with a common set of problems4A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC planParallels the business strategic plan and contains many of the same components5A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC

4、planOperates with the same concern for objectives,strategies,and tactics as business and marketing plans6Basic Strategic Planning DecisionsAnnual advertising or IMC planOutlines all the advertising or marketing communication activitiesCampaign planMore tightly focused on solving a particular marketi

5、ng communication problemTypical Plan OutlineSituation analysisKey strategic decisionsMedia strategyMessage strategyOther toolsEvaluation of effectiveness7Basic Strategic Planning DecisionsSituation analysisResearching and reviewing the current state of the business that is relevant to the brand and

6、gathering all relevant informationAfter the research is compiled,analysis beginsSWOT analysisStrengthsWeaknessesOpportunitiesThreatsKey problems and opportunities8Basic Strategic Planning DecisionsObjectives and strategiesPlanners develop specific objectives to be accomplished during a specific time

7、 periodThe main categories of effects can be used to identify the most common advertising and IMC strategiesIt is important for advertisers to know what to expect from a campaign or an adMeasurable objectivesSpecific effect that can be measuredA time frameA baselineThe goalPercentage change9Basic St

8、rategic Planning DecisionsSegmenting and targetingMarket segment:a group of consumers having similar characteristicsThe segments the planner selects becomes the target audienceGetting deeper insight into consumers is the responsibility of the account planning function10Basic Strategic Planning Decis

9、ionsPositioning StrategyDetermining what place a product should occupy in a given marketTo establish a location in the consumers mind based on what the product offers and how that compares with the competitionProduct featuresFeature analysisCompetitive advantageImportance/performanceDifferentiationB

10、randingLocating the brand positionPerceptual mapping11Basic Strategic Planning DecisionsBudgetingDetermines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can runHistorical methodObjective-task methodPercentage-of-sales methodCompetiti

11、ve budgetsAll you can afford12Account Planning:What is It?Account planningThe research-and-analysis process used to gain knowledge and understanding of the consumerAccount Planning ElementsConsumer insightMessage strategyMedia strategy13Account Planning:What is It?Account plannerA person in an agenc

12、y who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wantsAccount Planner TasksUnderstand brandUnderstand audience relationshipArticulate strategiesPrepare creative briefsE

13、valuate effectiveness14Account Planning:What is It?The Research FoundationConsumer InsightThe Communication BriefUsed in three phases of the advertising planning processStrategy generationCreative developmentCampaign evaluation15Account Planning:What is It?The Research FoundationConsumer InsightThe

14、Communication BriefIntersects with the interests of the customer and the brand featuresInsight miningRealistic response objective?Causes of nonresponse?Barriers to desired response?Motivation to respond?Role of each element in the communication mix16Account Planning:What is It?The Research Foundatio

15、nConsumer InsightThe Communication BriefExplains the consumer insight and summarizes the basic strategy decisionsSix major parts:Marketing objectiveProductTarget audienceThe promise and supportBrand personalityStrategy statement17Planning for IMCFollows same basic outline as an ad planObjective is to make the most effective use of all marketing communication functionsEffective plans lead to profitable long-term brand relationshipsDifferences in IMC strategic decisionsStakeholdersContact pointsIMC objectives18此此课课件下件下载载可自行可自行编辑编辑修改，修改，仅仅供参考！供参考！感感谢谢您的支持，我您的支持，我们们努力做得更好！努力做得更好！谢谢谢谢