免费：实力传播 media planning procedure

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1、MediaPlanningProcedureCollegeWhatisMediaPlanningMediaplanningisanattempttoprovidesolutionsMediaplanningisanattempttoprovidesolutionstoadvertisingandmarketingproblemstoadvertisingandmarketingproblems.Someofthoseare:-°Whatarethebestmeansofdeliveringadv

2、ertisementstoprospectivepurchasersofmybrandorservice?°HowmanyprospectsdoIneedtoreach?°InwhichmediumshouldIplaceads?°Howmanytimesshouldprospectsseetheads?°Inwhichmonthsshouldadsappear?°InwhichmarketsandregionsofChinashouldadsappear?°Howmuchmoneyshould

3、bespentineachmedium?CollegeEffectiveMediaPlanningEffectiveMediaPlanningisadisciplinethatrequires:°Athoroughappreciationofthecompany’sandbrand’smarketingsituation,marketingobjectives,andmarketingstrategies.°Aclearunderstandingoftherolethattheadvertisi

4、ngmessageisexpectedtoplayinhelpingfulfillthosemarketingobjectives.°Theinsighttoassessthepotentialimplicationsofkeycompetitor’smediaactivity.°Theabilitytoestablishmediaobjectivesconsistentwiththemarketingobjectives.°Acompleteknowledgeofthemedia,whatth

5、eyoffer,andwhattheyshouldoffer.°Theimaginationtochallengeconventionalthinking,definitions,andpractices.°Theexpertisetocraftmediastrategiesthatarespecificallydesignedtomakeitallwork.CollegeGeneralProcedureinMediaPlanning°°Pre-planning–Summarizesallinf

6、luencingissuesthatwillaffectplanning–Usuallyavailablefromagencybriefingandmediabriefing°°Conceptplanning–MediaObjectives–MediaStrategies–MediaTactics°°Post-Planning–Buying–PostAnalysis–LearningCollege1.Pre-Planning°°AmarketingsituationanalysisAmarket

7、ingsituationanalysisPurpose:Purpose:tounderstandthemarketingproblemstounderstandthemarketingproblems°Ananalysisinmadeofacompanyanditscompetitorsonthebasisof:–Socialandeconomicfactors–Themarket&Brand•Sizeandshareofthetotalmarket•Natureoftheproducts•Sa

8、leshistory/launchhistory•Distributionpractice•Methodsofselling•Useofadvertising•Anysales/marketingbarriersinthepastCollege1.Pre-Planning°°AnunderstandingofthemarketingstrategyplanAnunderstandingofthemarketingstrategyplanPurpose:Purpose:toplanactiviti