什么是廣告-文庫(kù)吧資料
2025-01-26 23:44本頁(yè)面
【正文】 ions, –Professionals, –Social Agencies. 商務(wù)策劃學(xué)院 2023 152 廣告決策的主要因素 Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions 商務(wù)策劃學(xué)院 2023 153 Informative Advertising Build Primary Demand 設(shè)定廣告目標(biāo) Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Advertising Objectives ? Specific Communication Task ? Acplished with a Specific Target Audience ? During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product. 商務(wù)策劃學(xué)院 2023 154 廣告 Plan a Message Strategy General Message to Be Communicated to Customers 廣告戰(zhàn)略 Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive 商務(wù)策劃學(xué)院 2023 155 廣告戰(zhàn)略擴(kuò)展 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. 商務(wù)策劃學(xué)院 2023 156 廣告媒體選擇 Step 1. Decide on Reach,
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