广告及公关战略培训英文版

AdvertisingandPRStrategyTrainingcontents目录IntroductionUnderstandingAdvertisingandPRStrategiesDevelopingAdvertisingStrategiesDevelopingPRStrategiesMeasuringAdvertisingandPREffectivenessCaseStudiesandBestPractices01IntroductionOriginandEvolutionThehistoryofadvertisingandPRdatesbacktothe19thcentury,evolvingfromsimplepromotionalmethodstosocializedcampaignsusingdigitalchannelsKeyFiguresManyownedfiguresintheadvertisingandPRindustryhaveshapeditsdevelopment,includingEdwardBernards,whoisconsideredthefatherofPRBackgroundofAdvertisingandPRBrandAwareness01AdvertisingandPRareessentialforbuildingbrandrecognitionandawareness,whichleadstoincreasedsalesandmarketshareMessageDelivery02EffectiveadvertisingandPRstrategiescanensurethattherightmessagereachesthetargetaudience,enhancingbrandreputationandcredibilityCompetitiveEdge03AwellexecutedadvertisingandPRstrategycangivebusinessesacompetitiveedgeovertheircompetitors,differentiatingtheminthemarketImportanceofAdvertisingandPRinBusinessSuccess02UnderstandingAdvertisingandPRStrategiesDefinitionAdvertisingandpublicrelations(PR)arebothcomponentsofmarketingcommunicationaimedatestablishingbrandimage,promotingproductsales,andbuildingbrandloyalty.FeaturesAdvertisementsusuallyconveyinformationtoawideaudiencethroughpaidmedia,whilepublicrelationsspreadsinformationbyestablishingrelationshipswithstakeholders.DefinitionandCharacteristicsofAdvertisingandPRTargetaudienceAdvertisingtypicallytargetsawiderangeofpotentialconsumers,whilepublicrelationsfocusesmoreonspecifictargetgroupssuchasmedia,industryexperts,orinfluencers.InformationtransmissionmethodsAdvertisingattractsattentionthroughcreativeandvisualelements,whilepublicrelationsdeliversinformationthroughchannelssuchaspressreleases,mediarelations,andsocialmedia.CostAdvertisingusuallyrequirespaymentofmediafees,whilepublicrelationsmayinvolvemoretimeandlaborcosts.DifferencesbetweenAdvertisingandPRElementsofAdvertisingandPRStrategiesGoalsetting:Clearlydefinethegoalsthatadvertisingandpublicrelationsactivitiesaimtoachieve,suchasincreasingbrandawareness,promotingsales,orestablishingbrandreputation.Creativeplanning:Developuniqueideasandstrategiesforadvertisingandpublicrelationsactivitiestoattracttheattentionofthetargetaudience.Mediaselection:Selectappropriateadvertisingandpublicrelationsmediabasedonthetargetaudienceandbudget,suchastelevision,theinternet,socialmedia,etc.Executionandmonitoring:Implementadvertisingandpublicrelationsstrategies,andregularlymonitortheireffectivenessforadjustmentsandoptimization.03DevelopingAdvertisingStrategiesThroughmarketresearch,understandthedemand,consumerbehavior,andcompetitivesituationofthetargetmarket,andprovideabasisforformulatingtargetedadvertisingstrategies.DeterminetargetmarketStudytheadvertisingstrategies,productfeatures,andservicesofcompetitors,identifydifferentiationpoints,anddevelopmorecompetitiveadvertisingstrategies.CompetitiveanalysisMarketResearchforAdvertisingDeterminetargetaudienceBasedonmarketresearchandcompetitoranalysis,determinethetargetaudienceoftheadvertisement,includingtheirage,gender,geography,consumptionhabits,interests,andotherinformation.AudiencepsychologicalanalysisTogainadeeperunderstandingofthepsychologicalneedsandvaluesofthetargetaudience,inordertobettergrasptheirinterestsandemotionalresonancepoints.TargetAudienceAnalysisVSCombiningbrandcharacteristicsandtargetaudienceneeds,creativeconceptioniscarriedout,includingadvertisingthemes,visualelements,andlanguagestyles.ContentproductionBasedoncreativeideas,createattractiveandinfectiousadvertisingcontent,includingtext,images,videos,andotherforms.CreativeconceptionCreativeDevelopmentofAdvertisingContentMediaselectionBasedonthemediaexposurehabitsandadvertisingeffectivenessofthetargetaudience,choosetheappropriatemediaplatformforadvertisingplacement.MediaPurchaseNegotiateandcooperatewithmediasupplierstostrivefortheoptimalmediapurchasepriceandresources,andachievepreciseadvertisingplacementandmaximumexposure.MediaPlanningandBuying04DevelopingPRStrategiesMediaRelationsManagementMediarelationshipsmanagementistheprocessofbuildingandmaintainingrelationshipswithmembersofthemediaThisincludesjournals,bloggers,andothercontentcreatorswhocanhelpspreadyourmessageandincreaseyourbrandawarenessSuccessfulmediarelationshipsmanagementrequiresastrategicapproachthatincludesidentifyingkeymediaoutlets,developingstrongrelationshipswithjournals,pitchingstoriesthatarejournalism,andmonitoringmediacoveragetoensurepositivestatementsofyourbrandKeyskillsforeffectivemediarelationshipsmanagementincludingexcellentcommunicationskills,astrongunderstandingofthemedialandscape,andtheabilitytoquicklyadapttochangingnewscyclesandstoryanglesCrisiscommunicationsmanagementistheprocessofplanningandexecutingacoordinatedresponsetoacrisisorunexpectedeventthatcouldpotentiallydamageacompany'sreportAwellexecutedcrisiscommunicationplanshouldaimtocontainthedamage,maintainstakeholdertrust,andensurethatthecompany'smessageisconsistentandwellcommunicatedSkillsrequiredforeffectivecrisiscommunicationmanagementincludingacoolheadunderpressure,excelcrisisdecisionmakingabilities,strongcommunicationskills,andtheabilitytoworkwellwithinternalandexternalstakeholdersCrisisCommunicationsManagementCommunityrelationshipsmanagementisaboutbuildingandmaintainingpositiverelationshipswiththecommunitywhereyourbusinessoperationsareThisincludesengagingwithlocalresidents,communityleaders,andotherstakeholderstoensurethatyourcompanyisseenasagoodcorporatecitizenSuccessfulcommunityrelationshipsmanagementamongstakeholders,communityevents,andotheroutboundprogramsthatalignwithyourcompany'svaluesandmissionsKeyskillsforeffectivecommunityrelationshipsmanagementincludestrongnetworkingcapabilities,anunderstandingoflocalcultureandcommunityissues,andtheabilitytobuildcollaborationsandworkcollaborativelywithdiversestakeholdersCommunityRelationsManagementSkillsrequiredforeffectivepublicopinionpollingandtrackingincludesanunderstandingofsurveydesign,samplingtechniques,andstatisticalanalysis,aswellastheabilitytointerpretdataandcommunicatefindingseffectivelytokeydecisionmakerswithintheorganizationPublicopinionpollingandtrackingistheprocessofregularsurveyarepresentativesampleofthepublictounderstandtheiropinions,attributes,andbehaviorsrelatedtoaspecifictopicorbrandThegoalofpublicopinionpollingandtrackingistogaininsightsintohowthepublicperceivesyourbrand,products,orservices,andidentifyopportunitiesforimprovementorstrategicshiftsPublicOpinionPollingandTracking05MeasuringAdvertisingandPREffectivenessReachThenumberofuniqueindividualsexposedtoyouradvertisingEngagementThelevelofinteractionandinterestinyouradvertisinggeneration,suchasclicks,shares,comments,andlikesConversionRateThepromotionofindividualsexposedtoyouradvertisingwhotakesadesiredaction,suchaspurchasingaproductorsigningupforaserviceFrequencyTheaveragenumberoftimesapersonseesyouradvertisingKeyPerformanceIndicators(KPIs)forAdvertisingTheamountandqualityofpresscoverageforyourorganizationreceiptsMediaCoverageThelevelofrecognitionandfamilialityofthepublichaswithyourbrandBrandAwarenessTheoverallperceptionofthepublichasaboutyourorganization,products,orservicesReputationThenumberofpotentialcustomerswhocontactyourorganizationasaresultofPReffortsLeadGenerationKeyPerformanceIndicators(KPIs)forPRROI(ReturnonInvestment)AnalysisforAdvertisingandPRCostperLeadTheaveragecostofgeneratingaleadthroughadvertisingorPRCostperSaleTheaveragecostofconvertingaleadintoasaleLifetimeValueofaCustomer(LTV)TheestimatedtotalvalueacustomerwillgenerateovertheirlifetimeasacustomerROI(ReturnonInvestment)Theratioofnetprofittototalinvestment,indicatingtheeffectivenessofyouradvertisingandPRstrategies06CaseStudiesandBestPracticesThiscampaignshowcasesthecameraqualityoftheiPhonebytakingfeaturereallifeimagesbyiPhoneusersItwassuccessfulbecauseitleveragedusergeneratedcontent,createdasenseof