什么是广告? 15-1 Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year Advertising is used by: Business firms Nonprofit organizations, Professionals Social Agencies 商务策划学院2002
商务策划学院 2002 什么是广告 15-1 ? • Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. • U.S. advertisers spend in excess of $175 billion each year. • Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals, –Social Agencies
广告决策的主要因素 15-2 Objectives Setting Budget Decisions Message Decisions Media decisions Campaign Evaluation 商务策划学院2002
商务策划学院 2002 广告决策的主要因素 15-2 Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions
设定广告目标 15-3 Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Informative Advertising Persuasive Advertising Build Primary demand Build selective demand Comparison Advertising Reminder Advertising Compares One Brand to Keeps Consumers Thinking Another About a Product. 商务策划学院2002
商务策划学院 2002 15-3 Informative Advertising Build Primary Demand 设定广告目标 Persuasive Advertising Build SelectiveDemand Comparison Advertising Compares One Brand to Another Advertising Objectives • Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product
广告战略 15-4 Plan a Message Strategy General message to Be communicated to customers Develop a Message Focus on Customer Benefits Creative Concept “ Big Idea” Visualization or Phrase Advertising Appeal Com bination of both Meaningful Believable Distinctive 商务策划学院2002
商务策划学院 2002 广告 15-4 Plan a Message Strategy General Message to Be Communicated to Customers 广告战略 Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive
广告战略扩展 15-5 Turning the"Big Idea"Into an Actual Ad to Capture the Target Market's Attention and Interest Testimonial Slice of life Evidence Scientific Evidence Typical Lifestyle Message Technical Execution Expertise Fantasy Styles Personalit Mood or Symbol mage Musical 商务策划学院2002
商务策划学院 2002 广告战略扩展 15-5 Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest