英文版《广告学：原理与实务》课件7

ChapterOutlineChapterKeyPointsStrategicPlanningBasicStrategicPlanningDecisionsAccountPlanning:WhatIsIt?PlanningforIMC第一页第二页，共19页。KeyPointsDifferentiatebetweenobjectives,strategies,andtacticsinstrategicplanningIdentifythesixbasicdecisionsinanadvertisingplanExplainhowaccountplanningworksOutlinethekeyfeaturesinanIMCplan第二页第三页，共19页。StrategicPlanningTheprocessofdeterminingobjectives,decidingonstrategies,andimplementingthetacticsObjectivesWhatyouwanttoaccomplishStrategiesHowtoaccomplishtheobjectivesTacticsMaketheplancometolife第三页第四页，共19页。AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanMaycoveraspecificdivisionofthecompanyorastrategicbusinessunitwithacommonsetofproblems第四页第五页，共19页。AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanParallelsthebusinessstrategicplanandcontainsmanyofthesamecomponents第五页第六页，共19页。AThree-TieredProcessThebusinessplanThemarketingplanTheadvertisingorIMCplanOperateswiththesameconcernforobjectives,strategies,andtacticsasbusinessandmarketingplans第六页第七页，共19页。BasicStrategicPlanningDecisionsAnnualadvertisingorIMCplanOutlinesalltheadvertisingormarketingcommunicationactivitiesCampaignplanMoretightlyfocusedonsolvingaparticularmarketingcommunicationproblemTypicalPlanOutlineSituationanalysisKeystrategicdecisionsMediastrategyMessagestrategyOthertoolsEvaluationofeffectiveness第七页第八页，共19页。BasicStrategicPlanningDecisionsSituationanalysisResearchingandreviewingthecurrentstateofthebusinessthatisrelevanttothebrandandgatheringallrelevantinformationAftertheresearchiscompiled,analysisbeginsSWOTanalysisStrengthsWeaknessesOpportunitiesThreatsKeyproblemsandopportunities第八页第九页，共19页。BasicStrategicPlanningDecisionsObjectivesandstrategiesPlannersdevelopspecificobjectivestobeaccomplishedduringaspecifictimeperiodThemaincategoriesofeffectscanbeusedtoidentifythemostcommonadvertisingandIMCstrategiesItisimportantforadvertiserstoknowwhattoexpectfromacampaignoranadMeasurableobjectivesSpecificeffectthatcanbemeasuredAtimeframeAbaselineThegoalPercentagechange第九页第十页，共19页。BasicStrategicPlanningDecisionsSegmentingandtargetingMarketsegment:agroupofconsumershavingsimilarcharacteristicsThesegmentstheplannerselectsbecomesthetargetaudienceGettingdeeperinsightintoconsumersistheresponsibilityoftheaccountplanningfunction第十页第十一页，共19页。BasicStrategicPlanningDecisionsPositioningStrategyDeterminingwhatplaceaproductshouldoccupyinagivenmarketToestablishalocationintheconsumer’smindbasedonwhattheproductoffersandhowthatcompareswiththecompetitionProductfeaturesFeatureanalysisCompetitiveadvantageImportance/performanceDifferentiationBrandingLocatingthebrandpositionPerceptualmapping第十一页第十二页，共19页。BasicStrategicPlanningDecisionsBudgetingDetermineshowmanytargetsandmultiplecampaignplansacompanyorbrandcansupportandthelengthoftimethecampaigncanrunHistoricalmethodObjective-taskmethodPercentage-of-salesmethodCompetitivebudgetsAllyoucanafford第十二页第十三页，共19页。AccountPlanning:WhatisIt?AccountplanningTheresearch-and-analysisprocessusedtogainknowledgeandunderstandingoftheconsumerAccountPlanningElementsConsumerinsightMessagestrategyMediastrategy第十三页第十四页，共19页。AccountPlanning:WhatisIt?AccountplannerApersoninanagencywhousesaccountplanningtoresearchabrandanditscustomerrelationshipsinordertodeviseadvertisingmessagestrategiesthatareeffectiveinaddressingconsumerneedsandwantsAccountPlannerTasksUnderstandbrandUnderstandaudiencerelationshipArticulatestrategiesPreparecreativebriefsEvaluateeffectiveness第十四页第十五页，共19页。AccountPlanning:WhatisIt?TheResearchFoundationConsumerInsightTheCommunicationBriefUsedinthreephasesoftheadvertisingplanningprocessStrategygenerationCreativedevelopmentCampaignevaluation第十五页第十六页，共19页。AccountPlanning:WhatisIt?TheResearchFoundationConsumerInsightTheCommunicationBriefIntersectswiththeinterestsofthecustomerandthebrandfeaturesInsightminingRealisticresponseobjective?Causesofnonresponse?Barrierstodesiredresponse?Motivationtorespond?Roleofeachelementinthecommunicationmix第十六页第十七页，共19页。AccountPlanning:WhatisIt?TheResearchFoundationConsumerInsightTheCommunic