英文版《广告学：原理与实务》课件7知识讲解

1、英文版广告学：原理与实务课件7Key Points Differentiate between objectives, strategies, and tactics in strategic planning Identify the six basic decisions in an advertising plan Explain how account planning works Outline the key features in an IMC planStrategic Planning The process of determining objectives, decidi

2、ng on strategies, and implementing the tactics Objectives What you want to accomplish Strategies How to accomplish the objectives Tactics Make the plan come to lifeA Three-Tiered ProcessThe business planThe marketing planThe advertising or IMC plan May cover a specific division of the company or a s

3、trategic business unit with a common set of problemsA Three-Tiered ProcessThe business planThe marketing planThe advertising or IMC plan Parallels the business strategic plan and contains many of the same componentsA Three-Tiered ProcessThe business planThe marketing planThe advertising or IMC plan

4、Operates with the same concern for objectives, strategies, and tactics as business and marketing plansBasic Strategic Planning Decisions Annual advertising or IMC plan Outlines all the advertising or marketing communication activities Campaign plan More tightly focused on solving a particular market

5、ing communication problemTypical Plan OutlineSituation analysisKey strategic decisionsMedia strategyMessage strategyOther toolsEvaluation of effectivenessBasic Strategic Planning Decisions Situation analysis Researching and reviewing the current state of the business that is relevant to the brand an

6、d gathering all relevant information After the research is compiled, analysis begins SWOT analysis Strengths Weaknesses Opportunities Threats Key problems and opportunitiesBasic Strategic Planning Decisions Objectives and strategies Planners develop specific objectives to be accomplished during a sp

7、ecific time period The main categories of effects can be used to identify the most common advertising and IMC strategies It is important for advertisers to know what to expect from a campaign or an ad Measurable objectives Specific effect that can be measured A time frame A baseline The goal Percent

8、age changeBasic Strategic Planning Decisions Segmenting and targeting Market segment: a group of consumers having similar characteristics The segments the planner selects becomes the target audience Getting deeper insight into consumers is the responsibility of the account planning functionBasic Str

9、ategic Planning Decisions Positioning Strategy Determining what place a product should occupy in a given market To establish a location in the consumers mind based on what the product offers and how that compares with the competition Product features Feature analysis Competitive advantage Importance

10、/performance Differentiation Branding Locating the brand position Perceptual mappingBasic Strategic Planning Decisions Budgeting Determines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can run Historical method Objective-task method

11、Percentage-of-sales method Competitive budgets All you can affordAccount Planning: What is It? Account planning The research-and-analysis process used to gain knowledge and understanding of the consumerAccount Planning ElementsConsumer insightMessage strategyMedia strategyAccount Planning: What is I

12、t? Account planner A person in an agency 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 relationshipArticu

13、late strategiesPrepare creative briefsEvaluate effectivenessAccount Planning: What is It? The Research Foundation Consumer Insight The Communication Brief Used in three phases of the advertising planning process Strategy generation Creative development Campaign evaluationAccount Planning: What is It

14、? The Research Foundation Consumer Insight The Communication Brief Intersects with the interests of the customer and the brand features Insight mining Realistic response objective? Causes of nonresponse? Barriers to desired response? Motivation to respond? Role of each element in the communication m

15、ixAccount Planning: What is It? The Research Foundation Consumer Insight The Communication Brief Explains the consumer insight and summarizes the basic strategy decisions Six major parts: Marketing objective Product Target audience The promise and support Brand personality Strategy statementPlanning for IMC Follows same basic outline as an ad plan Objective is to make the most effective use of all marketing