第二章-体育广告运作的基础

第二章体育广告的运作基础：调查与聚焦,本章学习要点,体育广告市场调查的意义和特点,1,体育广告市场调查的内容和分类,2,体育广告调查的操作过程,3,体育广告的调查方法,4,什么是体育广告的调查与聚焦？,可理解为:用科学的方法、客观的态度，以体育广告中所需要的信息及各种问题为对象，收集和分析与体育广告活动相关的各种信息，从而为体育广告活动提供意见的过程。,ImageinformationinproductTitleImage-Schoollife_PHOTODISC(MULTIBITS),SchoolDays_EYEWIRE(NFINE)Notetocustomers:ThisimagehasbeenlicensedtobeusedwithinthisPowerPointtemplateonly.Youmaynotextracttheimageforanyotheruse.,第一节体育广告市场调查的意义与特点,体育广告调查是现代体育广告中不可缺少的一个重要环节。,ClicktoaddTextClicktoaddTextClicktoaddText,ClicktoaddTextClicktoaddTextClicktoaddText,广告调查是：企业组织为有效地开展广告活动，利用科学的调查研究方法，对与广告活动有关的资料进行收集、整理、分析和解释的过程。广告调查的目的：成功地开展广告活动提供准确有效的信息，是广告运作的基础。,Diagram,Addyourtitleinhere,Addyourtitleinhere,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,AddYourText,AddYourText,AddYourText,Text,Text,Text,Yourtextinhere,Yourtextinhere,Yourtextinhere,Yourtextinhere,Yourtextinhere,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ClicktoaddTitle,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,Diagram,Diagram,Diagram,AGroup,BGroup,CGroup,Addyourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere,Addyourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere,Addyourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,DGroup,Addyourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere-Yourtextinhere,Diagram,70%,10%,5%,60%,25%,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,Textinhere,01.TitleAddyourtextinhereAddyourtextinhereAddyourtextinhere,02.TitleAddyourtextinhereAddyourtextinhereAddyourtextinhere,03.TitleAddyourtextinhereAddyourtextinhereAddyourtextinhere,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,Addyourtextinhere,Addyourtextinhere,Text,Text,Text,Text,Text,Text,Text,Text,3-DPieChart,Addyourtextinhere,Addyourtextinhere,Addyourtextinhere,Addyourtextinhere,Addyourtextinhere,Diagram,Title,Addyourtextinhere,Addyourtextinhere,Addyourtextinhere,Addyourtextinhere,YourtextinhereYourtextinhereYourtextinhereYourtextinhere,YourtextinhereYourtextinhereYourtextinhereYourtextinhere,YourtextinhereYourtextinhereYourtextinhereYourtextinhere,YourtextinhereYourtextinhereYourtextinhereYourtextinhere,Diagram,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,AddYourText,AddYourText,AddYourText,AddYourText,Textinhere,Textinhere,Textinhere,Textinhere,Textinhere,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.,Diagram,Diagram,ClicktoaddText,AddyourtextinhereYourtextinhereYourtextinhere,ThemeGalleryisaDesignDigitalContent&Contentsmall