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分析一个完整的广告策划组成要素

来源:http://www.sdjndsl.com  日期:2019-03-21

广告是一门艺术,广告在创意和制造中都要运用到艺术原理和艺术办法。从广告的文字、图象、颜色、美术、音乐到摄影、扮演、导演等都与艺术表现有着亲密的联络。那么一个完整的广告策划都由哪些要素组成呢?
Advertising is an art, and the principles and methods of art should be applied in the creation and manufacture of advertisements. From the text, image, color, art, music to photography, acting, director and so on, they all have close contact with artistic expression. So what are the elements of a complete advertising plan?
1.广告筹划就是依据广告主的营销方案和目的,在市场调查预测的根底上,对广告活动战略和战略以及施行等停止整体的系统的谋划。分为单独性的广告筹划和整体广告筹划。
1. Advertising planning is based on the advertiser's marketing plan and purpose, on the basis of market research and prediction, to stop the overall systematic planning of advertising strategy and strategy and implementation. It can be divided into separate advertising planning and overall advertising planning.
单独性的广告筹划:它盘绕着一个或一组单独性的详细广告活动停止筹划.
Individual advertising planning: It stops planning around one or a group of individual detailed advertising activities.
整体广告筹划:系统的,具有较大范围的为同一目的而停止连续的、平面的多种广告活动的筹划.
Overall advertising planning: Systematic, with a wide range of continuous, flat advertising activities for the same purpose and stop planning.
2.广告筹划是一个完好的筹划体系,要对广告活动的内容停止全面筹划:广告目的、广告对象、广告主题、广告内质战略(广告市场战略、广告产品战略、广告心理战略)、广告表现战略(广告创意战略、广告媒介战略、广告施行战略)、广告预算、及效果检验等。
2. Advertising planning is a sound planning system. We should stop planning the contents of advertising activities in an all-round way: advertising purposes, advertising objects, advertising themes, advertising intrinsic strategy (advertising market strategy, advertising product strategy, Advertising Psychological strategy), advertising performance strategy (advertising creative strategy, advertising media strategy, advertising implementation strategy), advertising budget, and effectiveness test, etc.
3.广告定位是在广告筹划和制造中,经过突出产品契合消省心理需求的鲜明特性,确立商品在竞争中的方位,促使产品形象深深印烙在受众心中,使消费者树立选购该产品的稳定印象。广告定位并不改动产品自身,它只是将顾客需求、品牌特性、本产品优势相分离,肯定产品的广告形象,然后采用多种广告表现手法不时强化这种形象,在消费者心目中树立起这种形象的一种广告战略.
山东济南墙体广告
3. Advertising positioning is in advertising planning and manufacturing, through highlighting the distinct characteristics of products to meet the psychological needs of eliminating, to establish the position of commodities in competition, to promote the product image deeply impressed in the hearts of the audience, so that consumers establish a stable impression of choosing and purchasing the product. Advertising positioning does not change the product itself. It only separates customer demand, brand characteristics and advantages of the product, affirms the advertising image of the product, and then strengthens the image by using various advertising techniques from time to time to establish such an image in the minds of consumers as an advertising strategy.
在一定时期内有方案地发布数则广告,这些广告设计方式相同,但内容有所改动,它可以起到连续加深印象效果,而内容又不同、能引人阅读,使人了如指掌;也能增加企业的知名度。
In a certain period of time, a number of advertisements have been published in a planned way. These advertisements are designed in the same way, but the content has been changed. They can play a continuous and deepening impression effect, while the content is different and can attract people to read, which makes people know as well as increase the visibility of enterprises.
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The above wonderful content is provided by Shandong wall advertising friendship. For more wonderful content, please collect our official website: http://www.sdjndsl.com. Thank you for your support.
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