【文章內(nèi)容簡(jiǎn)介】 ...............174一、 廣告行業(yè)自律的概念和特點(diǎn) ......................................................................................174二、 我國(guó)廣告行業(yè)自律組織 ..............................................................................................175附錄 15： 中國(guó)廣告協(xié)會(huì)簡(jiǎn)介 .............................................................................................176附錄 16： 廣州 4A 協(xié)會(huì) ......................................................................................................176附錄 17： 40 余家廣告公司發(fā)布“馬六甲宣言” ............................................................176附錄 18： 中國(guó)廣告協(xié)會(huì)章程 .............................................................................................177附錄 19： 《廣告活動(dòng)道德規(guī)范》 .....................................................................................178三、 國(guó)際廣告自律概況 ......................................................................................................181第二節(jié) 廣告市場(chǎng)的社會(huì)監(jiān)督 ..............................................................................................182一、 消費(fèi)者監(jiān)督 ..................................................................................................................182二、 新聞?shì)浾摫O(jiān)督 ..............................................................................................................183廣告人手冊(cè)（中） 廣告策劃創(chuàng)意部分 .............................1854 / 404第一章 廣告調(diào)查與數(shù)據(jù)庫(kù)營(yíng)銷(xiāo) ..........................................................................................185第一節(jié) 廣告調(diào)查和市場(chǎng)調(diào)查的概念 ..................................................................................185一、 廣告調(diào)查和市場(chǎng)調(diào)查的關(guān)系 ......................................................................................185二、 廣告調(diào)查的概念 ..........................................................................................................185三、 市場(chǎng)調(diào)查的概念 ..........................................................................................................186第二節(jié) 市場(chǎng)調(diào)查的內(nèi)容和分類(lèi) ..........................................................................................186一、 市場(chǎng)調(diào)查的內(nèi)容 ..........................................................................................................186二、 市場(chǎng)調(diào)查的分類(lèi) ..........................................................................................................187第三節(jié) 數(shù)據(jù)庫(kù)概述 ..............................................................................................................189一、 數(shù)據(jù)庫(kù)的概念 ..............................................................................................................189二、 數(shù)據(jù)庫(kù)的分類(lèi) ..............................................................................................................189第四節(jié) 數(shù)據(jù)庫(kù)的統(tǒng)計(jì)分祈 ..................................................................................................192一、 常用的統(tǒng)計(jì)方法 ..........................................................................................................192二、 變量類(lèi)型 ......................................................................................................................192三、 對(duì)于缺失值的處理 ......................................................................................................193第五節(jié) 市場(chǎng)調(diào)查的基本流程 ..............................................................................................193一、 市場(chǎng)調(diào)查流程簡(jiǎn)介 ......................................................................................................193二、 市場(chǎng)調(diào)查的方案設(shè)計(jì) ..................................................................................................196第六節(jié) 數(shù)據(jù)庫(kù)應(yīng)用實(shí)例—— 數(shù)據(jù)庫(kù)營(yíng)銷(xiāo) ..........................................................................200一、 數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)概述 ..........................................................................................................200二、 營(yíng)銷(xiāo)數(shù)據(jù)庫(kù)的建立 ......................................................................................................204三、 數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)的實(shí)施策略 ..............................................................................................206第七節(jié) 營(yíng)銷(xiāo)調(diào)查（MARKETING RESEARCH） .....................................................................208一、 營(yíng)銷(xiāo)調(diào)查概念 ..............................................................................................................208二、 營(yíng)銷(xiāo)調(diào)查實(shí)施 ..............................................................................................................210第二章 營(yíng)銷(xiāo)策劃與廣告策劃 ..............................................................................................219第一節(jié) 營(yíng)銷(xiāo)策劃 ..................................................................................................................219一、 營(yíng)銷(xiāo)策劃概念 ..............................................................................................................219二、 營(yíng)銷(xiāo)策劃流程 ..............................................................................................................219三、 整合營(yíng)銷(xiāo)傳播 ..............................................................................................................223第二節(jié) 如何控制營(yíng)銷(xiāo)過(guò)程 ..................................................................................................224一、 做好營(yíng)銷(xiāo)戰(zhàn)略控制 ......................................................................................................224二、 控制推廣效果 ..............................................................................................................230第三節(jié) 廣告策劃 ..................................................................................................................233一、 廣告策劃 ......................................................................................................................233二、 廣告策劃流程 ..............................................................................................................234三、 廣告戰(zhàn)略 ......................................................................................................................235四、 廣告資金分配 ..............................................................................................................235附錄 20： 營(yíng)銷(xiāo)策劃大綱 .................................................................................................