電大廣告策劃期末小抄 關(guān)系目的論 新廣告的目的不是銷售，新廣告的目的是培育和維護與企業(yè)各個相關(guān)集團的關(guān)系，特別是與消費者的關(guān)系。消費者關(guān)系分析 1.認(rèn)知關(guān)系知道了品牌、產(chǎn)品、企業(yè)等等了解了品牌內(nèi)涵、產(chǎn)品品質(zhì)性能和企業(yè)背景等等 2.認(rèn)同關(guān)系品牌內(nèi)涵與自己的價值觀、生活方式等等相吻合產(chǎn)品解決了生活問題，特別是產(chǎn)品成為自己符號象征企業(yè)文化與自己的期待相吻合 3.伙伴關(guān)系以品牌、產(chǎn)品為朋友以品牌、產(chǎn)品為自豪認(rèn)知關(guān)系認(rèn)同關(guān)系伙伴關(guān)系，這是一個遞進的序列進入認(rèn)同關(guān)系以后，就意味著實現(xiàn)了消費者的利益 在培育以上關(guān)系中，廣告發(fā)揮著至關(guān)重要的作用 培育認(rèn)同關(guān)系和伙伴關(guān)系的關(guān)鍵 1.創(chuàng)造文化價值 2.創(chuàng)造關(guān)系價值在“關(guān)系”的架構(gòu)里，銷售已經(jīng)不再是棘手的問題，產(chǎn)品可以實現(xiàn)“自我銷售”。這就是“有關(guān)系就沒關(guān)系”。 USP 的兩大特征訴求重點：以產(chǎn)品本身所能提供的實體利益為廣告?zhèn)?的重點。訴求方法：專注于實實在在、言之鑿鑿的理性訴求。因此，被稱為“硬銷售”。在 USP 理論的影響下，廣告的中心主要任務(wù)就是不遺余力地發(fā)現(xiàn)、挖掘獨特銷售主張。 品牌中心論品牌是一個商品通過消費者生活中的認(rèn)知、體驗、信任及感情，爭到一席之地后所 建立的關(guān)系。” 更把品牌簡潔地概括為“消費者與產(chǎn)品之間的關(guān)系”品牌主義興起的原因 1.消費者的需要 2.產(chǎn)品的局限性 整合營銷傳播 IMC（ Integrated Marketing Communication） 4C s：顧客（ Consumer）成本（ Cost）方便（ Convenience）溝通（ communication4C 思考的重點是消費者和如何與消費者建立關(guān)系，與 4P 的賣方立場相反， C 完全是從消費者立場出發(fā)的，是以消費者為中心的營銷思想。 4C 的基本精神與目標(biāo)是與消費者達(dá)成真正而徹底 的溝通。整合營銷傳播的基本思想針對消費者需求的豐富與多變，把廣告（作品）、促銷、公關(guān)、直銷、 CI、包裝與新媒體等一切傳播都?xì)w屬于廣告活動的范圍之內(nèi)，使溝通活動與消費需求形成多層面、深層次的共振。 IMC 的基本思想就是將一切傳播活動一元化， 即一方面把廣告、促銷、公關(guān)、直銷、 CI、包裝與新媒體等一切傳播都?xì)w屬于廣告活動的范圍之內(nèi)，另一方面使企業(yè)把統(tǒng)一的傳播資訊傳達(dá)給消費者，即用一個聲音去說。 品牌資產(chǎn)培育品牌就是積累品牌資產(chǎn) 品牌資產(chǎn)包括五大要素：品牌知名度品質(zhì)認(rèn)知度品牌忠誠度品牌聯(lián)想其他資產(chǎn)。如何建立品牌知 名度 有效知名度的要素不僅記得，而且要能辨別品牌 能與產(chǎn)品類別有聯(lián)想建立品牌知名度的工作要點 1.所傳播的信息要獨特，并易于記憶。 2.不斷露出品牌身份（ Brand Identity），品牌名稱、品牌口號、標(biāo)準(zhǔn)字體、標(biāo)準(zhǔn)色、品牌代表等都很具溝通力。 3.善于運用公關(guān)。 4.適當(dāng)進行品牌延伸 5.持續(xù)傳播。知名度來自于重復(fù)。重復(fù)而不枯燥。 建立品質(zhì)認(rèn)知度的工作要點 1.對品質(zhì)的承諾 2.創(chuàng)造對品質(zhì)追求的企業(yè)文化 3.增大獲取有關(guān)消費者訊息的投入 強化對消費者變化的敏感性 4.具體的標(biāo)準(zhǔn) 5.創(chuàng)新品質(zhì)改進 維持品牌 忠誠度的工作要點給一個不轉(zhuǎn)換品牌的理由 2 接近消費者 3 轉(zhuǎn)移成本 建立有效的品牌聯(lián)想要做到具有競爭性定位的思考方式原則是找到一個溝通的位置，是自己產(chǎn)品的強點，是消費者所想要的，也正是競爭者所不及的。提供購買理由針對消費者的需要，明確提出品牌的利益點之所差異化爭優(yōu)勢有別于競爭對手，明確提出品牌的獨特性之所附加價值的提供營銷傳播活動的一致性與延續(xù)性 有效品牌形象特征： 1 含有利益的 2 具有差異性 3 保有親和力 4富有持久力 廣告策劃 就是有效地組織各種資源并運用各種策略來實現(xiàn)特定營銷傳播目標(biāo)的系統(tǒng)工程。 確定營 銷傳播目標(biāo)銷售的單一性、短（中）期性 傳播的多樣性、中長期性 營銷的復(fù)合性、（中）長期性組織各種資源 產(chǎn)品資源渠道資源組織資源媒介資源社會資源政府資源 構(gòu)想各種策略（即運用各種資源）如產(chǎn)品的創(chuàng)新、 USP 策略等如渠道方面的終端建設(shè)、終端傳播如組織方面的全員營銷、 CI 建設(shè)等如媒介方面的傳播策略（廣告、新聞等）如社會層面的品牌形象策略如政府方面的公關(guān)策略 目的性原則一切資源與策略為達(dá)成目標(biāo)服務(wù)有效性原則優(yōu)先組織最能促成目標(biāo)實現(xiàn)的資源 優(yōu)先選擇最能促成目標(biāo)實現(xiàn)的策略可行性原則資源對策略的支持可操作原則策略執(zhí)行的具體 條件與能力 廣告策劃書 1.營銷環(huán)境分析 2.市場分析 3.產(chǎn)品（品牌）分析 4.消費者分析5.競爭狀況分析 策略定位產(chǎn)品策略渠道策略公關(guān)策略（社會公關(guān)、媒體公關(guān)、政府公關(guān)等）廣告策略促銷策略媒介策略（選擇、組合與排期） CI策略 廣告策劃四大核心策略 一、定位策略二、訴求策略三、表現(xiàn)策略四、媒介策略 第一節(jié) 1.定位是針對消費者的心理下功夫，它把消費者的心靈變成了營銷的終極戰(zhàn)場。 2.定位要在消費者心中確定與眾不同的有價值的地位， 即表現(xiàn)甚至創(chuàng)造產(chǎn)品（品牌）的差異性。概言之，定位的本質(zhì)是針對受眾心理實現(xiàn)差異化傳播。 定位理論的基本觀點（一）廣告的目標(biāo)是使某一品牌、公司或產(chǎn)品在消費者心中獲得一個據(jù)點、一個認(rèn)定的區(qū)域位置，或者說占有一席之地。二）廣告應(yīng)將火力集中在一個狹窄的目標(biāo)上，在消費者心智上下功夫，要創(chuàng)造出一個心理位置。（三）應(yīng)該運用廣告創(chuàng)造出獨有的位置，特別是“第一說法、第一事件、第一位置“?！暗谝弧保拍茉谙M者心中造成難以往懷的、不易混淆的優(yōu)勢效果。（四）廣告表現(xiàn)出的差異性，并不是指出產(chǎn)品的具體的特殊的功能利益，而是要顯示出和實現(xiàn)品牌之間的類的區(qū)別。（五）這樣的定位一旦建立，無論何時何地，只要消費者產(chǎn)生了相關(guān)需求 （注 :首先是類的需求，然后是序的需求），就會自動地首先想到廣告中的這種品牌、這家公司或產(chǎn)品，達(dá)到“先入為主”的效果。三、 定位方法 1. 類別定位 2 檔次定位 3usp 定位 4 使用者定位 5 情景定位 6 比附定位 7 文化定位 第二節(jié) 廣告訴求策略 廣告訴求（ appeal）指用廣告刺激視聽眾，以引起回答或反應(yīng)。要求對適當(dāng)?shù)娜擞眠m當(dāng)?shù)姆椒ㄖv適當(dāng)?shù)脑挕?有正確的訴求對象 訴求對象策略 有正確的訴求重點 訴求重點策略 有正確的訴求方法 訴求方法（一）制約廣告訴求對象決策的因素 1. 產(chǎn)品或品牌的目標(biāo)消費群 體 2. 定位 3、購買決策者二）廣告訴求對象對其他策略的制約 1、訴求對象策略制約了訴求重點策略 2、訴求對象策略制約了訴求方法策略 3、訴求對象策略制約了廣告表現(xiàn)策略 4、訴求對象策略制約了廣告媒介策略 在廣告中向訴求對象重點傳達(dá)的信息稱為訴求重點廣告訴求必須有其重點而不能傳達(dá)所有的信息，突破這兩道屏障的方法自然就是： 1.傳播的信息是消費者的關(guān)心點 2.使用盡量簡化的信息 消費者最大的關(guān)心點是能否滿足自己的欲望。 制約廣告訴求重點策略的因素 1.廣告目標(biāo) 2.定位 3.訴求對象的欲求 4.商品特性 5.營銷作戰(zhàn)在后三者 的關(guān)聯(lián)處尋找訴求重點更是高超的方法。 廣告訴求方法策略 一、態(tài)度與訴求方法 情感是態(tài)度的核心因素 二、訴求方法 根據(jù)態(tài)度的構(gòu)成，廣告訴求方法相應(yīng)地分為理性訴求感性訴求情理結(jié)合訴求 現(xiàn)代營銷傳播越來越重視情感的作用，重視與消費者的情感溝通，感性訴求的成分越來越大了。 1.同類產(chǎn)品的同質(zhì)化程度越來越高，使得以產(chǎn)品質(zhì)量、性能等為主要內(nèi)容的理性訴求難以體現(xiàn)差異性。 2.消費者除了重視滿足實體利益之外，越來越重視心理利益的滿足。 3.品牌形象理論對廣告界的巨大影響。感性訴求不管是從信息角度，還是從形式角度看，都更易引 起人們對品牌的聯(lián)想與回想。 4.情感是態(tài)度的核心要素 第三節(jié)，廣告表現(xiàn)指按照廣告的整體策略為廣告信息尋找最佳的表達(dá)方式、為廣告發(fā)布提供成型的廣告作品。廣告表現(xiàn)策略就是關(guān)于廣告信息的有效傳達(dá)方式的指導(dǎo)性方針。廣告表現(xiàn)策略包括 : 1.廣告主題策略廣告作品的主題就是由廣告信息組織起來的中心思想。 廣告訴求重點是向訴求對象重點傳達(dá)的信息，它僅僅是客觀信息，沒有經(jīng)過廣告人的頭腦“過濾”。經(jīng)過廣告人頭腦處理了的，滲透著廣告人的理解的“中心思想”，這才是廣告主題。 概括說，廣告主題不等于廣告訴求重點，但它是由對訴求重點的理 解、處理而形成的。 2.廣告創(chuàng)意策略 有人認(rèn)為狹義的創(chuàng)意其重要內(nèi)容包括確定廣告作品的主題、確定廣告作品中的形象、確定廣告作品的風(fēng)格等。廣告主題、形象、風(fēng)格三者和諧統(tǒng)一，這是創(chuàng)意的一般要求 1.目標(biāo)原則 2.關(guān)注原則創(chuàng)意要千方百計吸引受眾的注意力，使其關(guān)注廣告內(nèi)容。 3.簡潔原則 又稱“ KISS 原則”， KISS 是“ Keep It Simple Stupid” 的縮寫，“使之簡單笨拙”。 4 合規(guī)原則 5 情感原則 創(chuàng)意理論 1）關(guān)聯(lián)性（ Relevance） 要求廣告與商品、消費者、 競爭者相關(guān) 聯(lián)。（ 2）原創(chuàng)性（ Originality）創(chuàng)意要具獨創(chuàng)性，要突破常規(guī)、出人意表，與眾不同（ 3）震撼性（ Impact）能夠深入到人性的深處，對消費者心靈的形成沖擊、震撼。 “突破口”問題的解決之道 1.利益的感人承諾 2.情感的激發(fā) 3.欲望的激發(fā) 4.視聽覺的沖擊 5.表現(xiàn)手法的出奇（巧妙的情節(jié)、舊元素新組合、幽默、夸張等等） 6.媒體的巧用 7.對外部資源的巧妙利用（社會焦點、時事新聞等等） 3.廣告材質(zhì)策略廣告作品的類型規(guī)格品質(zhì) 四，廣告媒介策略媒介策略就是使廣告信息順利到達(dá)目標(biāo)受眾的方法。高明的媒介策略不僅保證廣告 信息順利到達(dá)目標(biāo)受眾，還會促進受眾對廣告信息的認(rèn)知、偏好、記憶、認(rèn)同，還會使廣告信息增添附加值 1.媒介選擇與組合策略（一）媒介選擇的三個思考方式 1.媒介本位的思考方式按媒介自身價值來決定媒介選擇策略。媒介自身價值的影響因素主要有： 有效受眾的總量媒介的融入性媒介的影響力千人成本（ CPM） 2.受眾本位的思考方式根據(jù)廣告受眾的生活形態(tài)和觸媒種類來決定媒介選擇策略。受眾活動的空間受眾活動的時間受眾參與的活動媒介定向與偏好 3.營銷傳播本位的思考方式主要是基于營銷傳播的目標(biāo)來選擇媒介。知名度目標(biāo) 品質(zhì)認(rèn)知目標(biāo)美譽度目標(biāo)品牌形象目標(biāo)銷售促進目標(biāo)競爭目標(biāo)2.發(fā)布時機和媒介排期策略 1.發(fā)布時機 時序策略時限策略時點策略頻率策略 2.媒介排期 eg:一、定位策略 1.定位定位：生活格調(diào)元素 2.對定位策略執(zhí)行的若干相關(guān)建議 改造產(chǎn)品 改良包裝 分別定價 提高價格 重新注冊商標(biāo) 二、廣告訴求策略 1.訴求對象 2.訴求重點 3.訴求方法感性訴求 三、廣告表現(xiàn)策略 1.廣告主題 2.廣告創(chuàng)意售點廣告 DM 單頁 DM 雜志報紙軟文 四、廣告媒介策略在廣告費用相當(dāng)有限的前提下，運用適當(dāng)?shù)拿浇?達(dá)到推廣產(chǎn)品的廣告目的。 請您刪除一下內(nèi)容， O( _ )O 謝謝！ 2015 年中央電大期末復(fù)習(xí)考試小抄大全，電大期末考試必備小抄，電大考試必過小抄 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