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ID:59790832
大小:75.50 KB
页数:19页
时间:2020-11-25
《英文版《广告学:原理与实务》课件7知识讲解.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、英文版《广告学:原理与实务》课件7KeyPointsDifferentiatebetweenobjectives,strategies,andtacticsinstrategicplanningIdentifythesixbasicdecisionsinanadvertisingplanExplainhowaccountplanningworksOutlinethekeyfeaturesinanIMCplan2StrategicPlanningTheprocessofdeterminingobjectives,decidingonstrate
2、gies,andimplementingthetacticsObjectivesWhatyouwanttoaccomplishStrategiesHowtoaccomplishtheobjectivesTacticsMaketheplancometolife3AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanMaycoveraspecificdivisionofthecompanyorastrategicbusinessunitwithacomm
3、onsetofproblems4AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanParallelsthebusinessstrategicplanandcontainsmanyofthesamecomponents5AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanOperateswiththesameconcernforobjectives,st
4、rategies,andtacticsasbusinessandmarketingplans6BasicStrategicPlanningDecisionsAnnualadvertisingorIMCplanOutlinesalltheadvertisingormarketingcommunicationactivitiesCampaignplanMoretightlyfocusedonsolvingaparticularmarketingcommunicationproblemTypicalPlanOutlineSituationanaly
5、sisKeystrategicdecisionsMediastrategyMessagestrategyOthertoolsEvaluationofeffectiveness7BasicStrategicPlanningDecisionsSituationanalysisResearchingandreviewingthecurrentstateofthebusinessthatisrelevanttothebrandandgatheringallrelevantinformationAftertheresearchiscompiled,an
6、alysisbeginsSWOTanalysisStrengthsWeaknessesOpportunitiesThreatsKeyproblemsandopportunities8BasicStrategicPlanningDecisionsObjectivesandstrategiesPlannersdevelopspecificobjectivestobeaccomplishedduringaspecifictimeperiodThemaincategoriesofeffectscanbeusedtoidentifythemostcom
7、monadvertisingandIMCstrategiesItisimportantforadvertiserstoknowwhattoexpectfromacampaignoranadMeasurableobjectivesSpecificeffectthatcanbemeasuredAtimeframeAbaselineThegoalPercentagechange9BasicStrategicPlanningDecisionsSegmentingandtargetingMarketsegment:agroupofconsumersha
8、vingsimilarcharacteristicsThesegmentstheplannerselectsbecomesthetargetaudienceGett
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