2015年电大广告策划考试小抄

电大广告策划期末小抄 关系目的论 新广告的目的不是销售，新广告的目的是培育和维护与企业各个相关集团的关系，特别是与消费者的关系。消费者关系分析 1.认知关系知道了品牌、产品、企业等等了解了品牌内涵、产品品质性能和企业背景等等 2.认同关系品牌内涵与自己的价值观、生活方式等等相吻合产品解决了生活问题，特别是产品成为自己符号象征企业文化与自己的期待相吻合 3.伙伴关系以品牌、产品为朋友以品牌、产品为自豪认知关系认同关系伙伴关系，这是一个递进的序列进入认同关系以后，就意味着实现了消费者的利益 在培育以上关系中，广告发挥着至关重要的作用 培育认同关系和伙伴关系的关键 1.创造文化价值 2.创造关系价值在“关系”的架构里，销售已经不再是棘手的问题，产品可以实现“自我销售”。这就是“有关系就没关系”。 USP 的两大特征诉求重点：以产品本身所能提供的实体利益为广告传 的重点。诉求方法：专注于实实在在、言之凿凿的理性诉求。因此，被称为“硬销售”。在 USP 理论的影响下，广告的中心主要任务就是不遗余力地发现、挖掘独特销售主张。 品牌中心论品牌是一个商品通过消费者生活中的认知、体验、信任及感情，争到一席之地后所 建立的关系。” 更把品牌简洁地概括为“消费者与产品之间的关系”品牌主义兴起的原因 1.消费者的需要 2.产品的局限性 整合营销传播 IMC（ Integrated Marketing Communication） 4C s：顾客（ Consumer）成本（ Cost）方便（ Convenience）沟通（ communication4C 思考的重点是消费者和如何与消费者建立关系，与 4P 的卖方立场相反， C 完全是从消费者立场出发的，是以消费者为中心的营销思想。 4C 的基本精神与目标是与消费者达成真正而彻底 的沟通。整合营销传播的基本思想针对消费者需求的丰富与多变，把广告（作品）、促销、公关、直销、 CI、包装与新媒体等一切传播都归属于广告活动的范围之内，使沟通活动与消费需求形成多层面、深层次的共振。 IMC 的基本思想就是将一切传播活动一元化， 即一方面把广告、促销、公关、直销、 CI、包装与新媒体等一切传播都归属于广告活动的范围之内，另一方面使企业把统一的传播资讯传达给消费者，即用一个声音去说。 品牌资产培育品牌就是积累品牌资产 品牌资产包括五大要素：品牌知名度品质认知度品牌忠诚度品牌联想其他资产。如何建立品牌知 名度 有效知名度的要素不仅记得，而且要能辨别品牌 能与产品类别有联想建立品牌知名度的工作要点 1.所传播的信息要独特，并易于记忆。 2.不断露出品牌身份（ Brand Identity），品牌名称、品牌口号、标准字体、标准色、品牌代表等都很具沟通力。 3.善于运用公关。 4.适当进行品牌延伸 5.持续传播。知名度来自于重复。重复而不枯燥。 建立品质认知度的工作要点 1.对品质的承诺 2.创造对品质追求的企业文化 3.增大获取有关消费者讯息的投入 强化对消费者变化的敏感性 4.具体的标准 5.创新品质改进 维持品牌 忠诚度的工作要点给一个不转换品牌的理由 2 接近消费者 3 转移成本 建立有效的品牌联想要做到具有竞争性定位的思考方式原则是找到一个沟通的位置，是自己产品的强点，是消费者所想要的，也正是竞争者所不及的。提供购买理由针对消费者的需要，明确提出品牌的利益点之所差异化争优势有别于竞争对手，明确提出品牌的独特性之所附加价值的提供营销传播活动的一致性与延续性 有效品牌形象特征： 1 含有利益的 2 具有差异性 3 保有亲和力 4富有持久力 广告策划 就是有效地组织各种资源并运用各种策略来实现特定营销传播目标的系统工程。 确定营 销传播目标销售的单一性、短（中）期性 传播的多样性、中长期性 营销的复合性、（中）长期性组织各种资源 产品资源渠道资源组织资源媒介资源社会资源政府资源 构想各种策略（即运用各种资源）如产品的创新、 USP 策略等如渠道方面的终端建设、终端传播如组织方面的全员营销、 CI 建设等如媒介方面的传播策略（广告、新闻等）如社会层面的品牌形象策略如政府方面的公关策略 目的性原则一切资源与策略为达成目标服务有效性原则优先组织最能促成目标实现的资源 优先选择最能促成目标实现的策略可行性原则资源对策略的支持可操作原则策略执行的具体 条件与能力 广告策划书 1.营销环境分析 2.市场分析 3.产品（品牌）分析 4.消费者分析5.竞争状况分析 策略定位产品策略渠道策略公关策略（社会公关、媒体公关、政府公关等）广告策略促销策略媒介策略（选择、组合与排期） CI策略 广告策划四大核心策略 一、定位策略二、诉求策略三、表现策略四、媒介策略 第一节 1.定位是针对消费者的心理下功夫，它把消费者的心灵变成了营销的终极战场。 2.定位要在消费者心中确定与众不同的有价值的地位， 即表现甚至创造产品（品牌）的差异性。概言之，定位的本质是针对受众心理实现差异化传播。 定位理论的基本观点（一）广告的目标是使某一品牌、公司或产品在消费者心中获得一个据点、一个认定的区域位置，或者说占有一席之地。二）广告应将火力集中在一个狭窄的目标上，在消费者心智上下功夫，要创造出一个心理位置。（三）应该运用广告创造出独有的位置，特别是“第一说法、第一事件、第一位置“。“第一”，才能在消费者心中造成难以往怀的、不易混淆的优势效果。（四）广告表现出的差异性，并不是指出产品的具体的特殊的功能利益，而是要显示出和实现品牌之间的类的区别。（五）这样的定位一旦建立，无论何时何地，只要消费者产生了相关需求 （注 :首先是类的需求，然后是序的需求），就会自动地首先想到广告中的这种品牌、这家公司或产品，达到“先入为主”的效果。三、 定位方法 1. 类别定位 2 档次定位 3usp 定位 4 使用者定位 5 情景定位 6 比附定位 7 文化定位 第二节 广告诉求策略 广告诉求（ appeal）指用广告刺激视听众，以引起回答或反应。要求对适当的人用适当的方法讲适当的话。 有正确的诉求对象 诉求对象策略 有正确的诉求重点 诉求重点策略 有正确的诉求方法 诉求方法（一）制约广告诉求对象决策的因素 1. 产品或品牌的目标消费群 体 2. 定位 3、购买决策者二）广告诉求对象对其他策略的制约 1、诉求对象策略制约了诉求重点策略 2、诉求对象策略制约了诉求方法策略 3、诉求对象策略制约了广告表现策略 4、诉求对象策略制约了广告媒介策略 在广告中向诉求对象重点传达的信息称为诉求重点广告诉求必须有其重点而不能传达所有的信息，突破这两道屏障的方法自然就是： 1.传播的信息是消费者的关心点 2.使用尽量简化的信息 消费者最大的关心点是能否满足自己的欲望。 制约广告诉求重点策略的因素 1.广告目标 2.定位 3.诉求对象的欲求 4.商品特性 5.营销作战在后三者 的关联处寻找诉求重点更是高超的方法。 广告诉求方法策略 一、态度与诉求方法 情感是态度的核心因素 二、诉求方法 根据态度的构成，广告诉求方法相应地分为理性诉求感性诉求情理结合诉求 现代营销传播越来越重视情感的作用，重视与消费者的情感沟通，感性诉求的成分越来越大了。 1.同类产品的同质化程度越来越高，使得以产品质量、性能等为主要内容的理性诉求难以体现差异性。 2.消费者除了重视满足实体利益之外，越来越重视心理利益的满足。 3.品牌形象理论对广告界的巨大影响。感性诉求不管是从信息角度，还是从形式角度看，都更易引 起人们对品牌的联想与回想。 4.情感是态度的核心要素 第三节，广告表现指按照广告的整体策略为广告信息寻找最佳的表达方式、为广告发布提供成型的广告作品。广告表现策略就是关于广告信息的有效传达方式的指导性方针。广告表现策略包括 : 1.广告主题策略广告作品的主题就是由广告信息组织起来的中心思想。 广告诉求重点是向诉求对象重点传达的信息，它仅仅是客观信息，没有经过广告人的头脑“过滤”。经过广告人头脑处理了的，渗透着广告人的理解的“中心思想”，这才是广告主题。 概括说，广告主题不等于广告诉求重点，但它是由对诉求重点的理 解、处理而形成的。 2.广告创意策略 有人认为狭义的创意其重要内容包括确定广告作品的主题、确定广告作品中的形象、确定广告作品的风格等。广告主题、形象、风格三者和谐统一，这是创意的一般要求 1.目标原则 2.关注原则创意要千方百计吸引受众的注意力，使其关注广告内容。 3.简洁原则 又称“ KISS 原则”， KISS 是“ Keep It Simple Stupid” 的缩写，“使之简单笨拙”。 4 合规原则 5 情感原则 创意理论 1）关联性（ Relevance） 要求广告与商品、消费者、 竞争者相关 联。（ 2）原创性（ Originality）创意要具独创性，要突破常规、出人意表，与众不同（ 3）震撼性（ Impact）能够深入到人性的深处，对消费者心灵的形成冲击、震撼。 “突破口”问题的解决之道 1.利益的感人承诺 2.情感的激发 3.欲望的激发 4.视听觉的冲击 5.表现手法的出奇（巧妙的情节、旧元素新组合、幽默、夸张等等） 6.媒体的巧用 7.对外部资源的巧妙利用（社会焦点、时事新闻等等） 3.广告材质策略广告作品的类型规格品质 四，广告媒介策略媒介策略就是使广告信息顺利到达目标受众的方法。高明的媒介策略不仅保证广告 信息顺利到达目标受众，还会促进受众对广告信息的认知、偏好、记忆、认同，还会使广告信息增添附加值 1.媒介选择与组合策略（一）媒介选择的三个思考方式 1.媒介本位的思考方式按媒介自身价值来决定媒介选择策略。媒介自身价值的影响因素主要有： 有效受众的总量媒介的融入性媒介的影响力千人成本（ CPM） 2.受众本位的思考方式根据广告受众的生活形态和触媒种类来决定媒介选择策略。受众活动的空间受众活动的时间受众参与的活动媒介定向与偏好 3.营销传播本位的思考方式主要是基于营销传播的目标来选择媒介。知名度目标 品质认知目标美誉度目标品牌形象目标销售促进目标竞争目标2.发布时机和媒介排期策略 1.发布时机 时序策略时限策略时点策略频率策略 2.媒介排期 eg:一、定位策略 1.定位定位：生活格调元素 2.对定位策略执行的若干相关建议 改造产品 改良包装 分别定价 提高价格 重新注册商标 二、广告诉求策略 1.诉求对象 2.诉求重点 3.诉求方法感性诉求 三、广告表现策略 1.广告主题 2.广告创意售点广告 DM 单页 DM 杂志报纸软文 四、广告媒介策略在广告费用相当有限的前提下，运用适当的媒介 达到推广产品的广告目的。 请您删除一下内容， O( _ )O 谢谢！ 2015 年中央电大期末复习考试小抄大全，电大期末考试必备小抄，电大考试必过小抄 After earning his spurs in the kitchens of The Westin, The Sheraton, Sens on the Bund, and a sprinkling of other top-notch venues, Simpson Lu fi nally got the chance to become his own boss in November 2010. Sort of. The Shanghai-born chef might not actually own California Pizza Kitchen (CPK) but he is in sole charge of both kitchen and frontof- house at this Sinan Mansionsstalwart. Its certainly a responsibility to be the head chef, and then to have to manage the rest of the restaurant as well, the 31-year-old tells Enjoy Shanghai. In hotels, for example, these jobs are strictly demarcated, so its a great opportunity to learn how a business operates across the board. It was a task that management back in sunny California evidently felt he was ready for, and a vote of confi dence from a company that, to date, has opened 250 outlets in 11 countries. And for added pressure, the Shanghai branch was also CPKs China debut. For sure it was a big step, and unlike all their other Asia operations that are franchises, they decided to manage it directly to begin with, says Simpson. Two years ago a private franchisee took over the lease, but the links to CPK headquarters are still strong, with a mainland-based brand ambassador on hand to ensure the business adheres to its ethos of creating innovative, hearth-baked pizzas, a slice of PR blurb that Simpson insists lives up to the hype. They are very innovative, he says. The problem with most fast food places is that they use the same sauce on every pizza and just change the toppings. Every one of our 16 pizza sauces is a unique recipe that has been formulated to complement the toppings perfectly. The largely local customer base evidently agrees and on Saturday and Sunday, at least, the place is teeming. The kids-eat-for-free policy at weekends is undoubtedly a big draw, as well as is the spacious second-fl oor layout overlooked by a canopy of green from Fuxing Park over the road. The company is also focusing on increasing brand recognition and in recent years has taken part in outside events such as the regular California Week. Still, the sta are honest enough to admit that business could be better； as good, in fact, as in CPKs second outlet in the popular Kerry Parkside shopping mall in Pudong. Sinan Mansions has really struggled to get the number of visitors that were envisaged when it first opened, and it hasnt been easy for any of the tenants here, adds Simpson. Were planning a third outlet in the city in 2015, and we will probably choose a shopping mall again because of the better foot traffic. The tearooms once frequented by Coco Chanel and Marcel Proust are upping sticks and coming to Shanghai, Xu Junqian visits the Parisian outpost with sweet treats. One thing the century-old Parisian tearoom Angelina has shown is that legendary fashion designer Coco Chanel not only had style and glamor but also boasted great taste in food, pastries in particular. One of the most popular tearooms in Paris, Angelina is famous for having once been frequented by celebrities such as Chanel and writer Marcel Proust. Now Angelina has packed up its French ambience, efficient service, and beautiful, comforting desserts and flown them to Shanghai. At the flagship dine-in and take-out space in Shanghai, everything mimics the original tearoom designed from the beginning of the 20th century, in Paris, the height of Belle Epoque. The paintings on the wall, for example, are exactly the same as the one that depicts the landscape of southern France, the hometown of the owner； and the small tables are intentional imitations of the ones that Coco Chanel once sat at every afternoon for hot chocolate. The famous hot chocolate, known as LAfricain, is a luxurious mixture of four types of cocoa beans imported from Africa, blended in Paris and then shipped to Shanghai. Its sinfully sweet, rich and thick as if putting a bar of melting chocolate directly on the tongue and the fresh whipped cream on the side makes a light, but equally gratifying contrast. It is also sold in glass bottles as takeaway. The signature Mont-Blanc chestnut cake consists of three parts: the pureed chestnut on top, the vanilla cream like stuffing, and the meringue as base. Get all three layers in one scoop, not only for the different textures but also various flavors of sweetness. The dessert has maintained its popularity for a century, even in a country like France, perhaps the worlds most competitive place for desserts. A much overlooked pairing, is the Paris-New York choux pastry and N226 chocolate flavored tea. The choux pastry is a mouthful of airy pecan-flavored whipped cream, while the tea, a blend of black teas from China and Ceylon, cocoa and rose petals, offers a more subtle fragrance of flowers and chocolate. Ordering these two items, featuring a muted sweetness, makes it easier for you to fit into your little black dress. Breakfast, brunch, lunch and light supper are also served at the tearoom, a hub of many cultures and takes in a mix of different styles of French cuisines, according to the management team. The semi-cooked foie gras terrine, is seductive and deceptive. Its generously served at the size and shape of a toast, while the actual brioche toast is baked into a curved slice dipped with fig chutney. The flavor, however, is honest: strong, smooth and sublime. And you dont actually need the toast for crunchiness. This is the season for high teas, with dainty cups of fine china and little pastries that appeal to both visual and physical appetites. But there is one high tea with a difference, and Pauline D. Loh finds out just exactly why it is special. Earl Grey tea and macarons are all very well for the crucial recuperative break in-between intensive bouts of holiday season shopping. And for those who prefer savory to sweet, there is still the selection of classic Chinese snacks called dim sum to satisfy and satiate. High tea is a meal to eat with eye and mouth, an in-between indulgence that should be light enough not to spoil dinner, but sufficiently robust to take the edge off the hunger that strikes hours after lunch. The afternoon tea special at Shang-Xi at the Four Seasons Hotel Pudong has just the right elements. It is a pampering meal, with touches of luxury that make the high tea session a treat in itself. Whole baby abalones are braised and then topped on a shortcrust pastry shell, a sort of Chinese version of the Western vol-au-vent, but classier. Even classier is the dim sum staple shrimp dumpling or hargow, upgraded with the addition of slivers of midnight dark truffles. This is a master touch, and chef Simon Choi, who presides unchallenged at Shang-Xi, has scored a winner again. Sweet prawns and aromatic truffles whats not to love? His masterful craftsmanship is exhibited in yet another pastry a sweet pastry that is shaped to look like a walnut, but which you can put straight into the mouth. It crumbles immediately, and the slightly sweet, nutty morsel is so easy to eat youll probably reach straight for another. My favorite is the dessert that goes by the name yangzhi ganlu, or ambrosia from the gods. The hotel calls it chilled mango cream with sago, pomelo and birds nest made with ingredients that resonate with every female soul. It does taste like ambrosia