首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Developing an Advertising Campaign Generally speaking, four major steps are involved in the development of an advertising ca
Developing an Advertising Campaign Generally speaking, four major steps are involved in the development of an advertising ca
admin
2014-08-13
61
问题
Developing an Advertising Campaign
Generally speaking, four major steps are involved in the development of an advertising campaign.
I.【B1】______ and analyzing the advertising target【B1】______
A. Have a clear idea of your advertising target
— critical: it is the【B2】______ of other steps【B2】______
B. Analyze advertising targets to develop an information
base for the campaign
II. Creating the advertising platform
Advertising platform refers to the selling points
which an advertiser thinks are important to【B3】______.【B3】______
One of the best ways to determine what the selling points are
is through【B4】______.【B4】______
III. Developing the media plan
A. Formulation of a media plan involves
— the【B5】______ of exact media【B5】______
— time arrangement with each medium
B. Factors to be considered in this step include
— characteristics of the target audience
— the【B6】______ of media【B6】______
— the【B7】______【B7】______
IV. Executing the campaign
A. Execution of an advertising campaign requires much
planning and【B8】______【B8】______
B. Detailed【B9】______ are required to ensure everything【B9】______
is done on time
C.【B10】______ of the quality of work is also necessary【B10】______
to make improvements
【B1】
Developing an Advertising Campaign
Several steps are required to develop an advertising campaign. The number of steps and the exact order in which they are carried out may vary according to an organization’s resources, the nature of its product, and the types of audiences to be reached. However, the major steps in the creation of an advertising campaign are(1)identifying and analyzing the advertising target,(2)creating the advertising platform,(3)developing the media plan,(4)executing the campaign. These general guidelines for developing an advertising campaign are appropriate for all types of organizations.
A basic question that marketers must answer as they begin to develop an advertising campaign is: "Whom are we trying to reach with our message?" The advertising target is the group of people toward which advertisements are aimed. Identifying and analyzing the advertising target is critical because the other steps in developing the campaign are based on this. The advertising target often includes everyone in a firm’s target market. Marketers may, however, seize some opportunities to direct a campaign at only a portion of the target market.
Advertisers analyze advertising targets to develop an information base for a campaign. Information that is commonly needed includes the location and geographic distribution of the target group; the distribution of age, income, race, sex, and education; and consumer attitudes regarding the purchase and use both of the advertiser’s products and of competing products. The exact kinds of information that an organization will find useful depend on the type of product being advertised, the characteristics of the advertising target, and the type and amount of competition.
Generally, the more advertisers know about the advertising target, the more able they are to develop an effective advertising campaign. When the advertising target is not precisely identified and properly analyzed, the campaign has less chance of success. Now let’s come to the second step: creating the advertising platform. By advertising platform, we mean the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A marketer’s advertising platform should consist of issues that are important to consumers. One of the best ways to determine what those issues are is to survey consumers to learn what they consider most important in the selection and use of the product involved. The selling features must not only be important to consumers; if possible, they should also be features that competitive products do not have.
A media plan sets forth the exact media to be used, specific magazines, television stations, newspapers, and so forth, and the dates and times that the advertisements will appear. To formulate a media plan, the planner selects the media for a campaign and draws up a time schedule for each medium. The media planner’s primary goal is to reach the largest number of persons in the advertising target per dollar spent on media.
Media planners begin by making rather broad decisions; eventually, however, they must make very specific choices. A planner first must decide which kinds of media to use. The major kinds are radio, television, newspapers, magazines, direct mail, outdoor displays, and mass transit vehicles. After making the general media decision, the planner selects specific categories within each medium. A toothpaste marketer, for example, might decide to use television and magazines. The marketer then must consider whether to use children’s, women’s daytime, family, and/or late-night adult television programming and whether to use men’s, women’s, teen-agers’, children’s, and/or general audience magazines. Finally, the planner must select the specific media vehicles. Having chosen family television programs and women’s magazines, the toothpaste marketer, for instance, must select the exact television programs and stations as well as the specific women’s magazines to be used.
Media planners take many factors into account as they prepare a media plan. They analyze the location and demographic characteristics of people in the advertising target, since the various media appeal to particular groups of people in particular locations. For example, there are radio stations especially for teenagers, magazines for men in the 18 to 34 age group, and television programs aimed at adults. Media planners also should consider the sizes and types of audiences reached by specific media. Several data services collect and periodically publish information about the circulation and audiences of various media.
The cost of media is an important but troublesome consideration. Planners try to obtain the best coverage possible for each dollar spent. Yet there is no accurate way of comparing the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.
The content of the message sometimes affects the choice of media Print media can be used more effectively than broadcast media to present many issues or numerous details. If an advertiser wants to promote beautiful colors, patterns, or textures, then media that offer high-quality color reproduction magazines or television should be used instead of newspapers. For example, food can look extremely appetizing and delicious in a full-color magazine advertisement, but it might look far less so in black and white.
The execution of an advertising campaign requires an extensive amount of planning and coordination. Regardless of whether an organization uses an advertising agency, a large number of people and firms are involved in the execution of a campaign. Production companies, research organizations, media firms, printers, and commercial artists are just a few examples of the types of people and organizations that contribute to a campaign.
Implementation requires detailed schedules to ensure that various phases of the work are done on time. Advertising management personnel must evaluate the quality of the work and make improvements when necessary. In some instances, changes have to be made during the campaign to make it more effective in meeting campaign objectives.
选项
答案
Identifying
解析
演讲人在提到广告宣传活动时,第一个步骤便是identifying and analyzing the advertising target。所填内容在文中多次出现,只要做好笔记,此题不难填入答案Identifying。
转载请注明原文地址:https://kaotiyun.com/show/2ndO777K
0
专业英语八级
相关试题推荐
Ifpeoplemeananythingatallbytheexpression"untimelydeath",theymustbelievethatsomedeathsrunonabetterschedulet
LeavingHomeGenerally,mostpeoplehaveintheirmindsapictureoftheir"idealhome",butifyouarestudentsorpeopleju
LeavingHomeGenerally,mostpeoplehaveintheirmindsapictureoftheir"idealhome",butifyouarestudentsorpeopleju
A、Greatlyrestrictpublicsmoking.B、Bansmokinginallpublicplaces.C、Supervisesmokinginsomebars.D、Banpublicsmokingin
English,whichplaysanimportantroleintheprocessofglobalization,isnowacompulsivecourseinourcountry.Englishisre
EconomicDeathSpiralJustrecentlythetrusteesofSocialSecurityandMedicareissuedtheirannualreportsontheprograms
EducationStandardsAreNottheAnswerSen.ChristopherDoddandRep.VernonEhlershaverecentlyproposedabilltocreate
Inrecentyears,collegestudentshavemorerighttoattendsocialactivities,amongwhichbeautycontestbecomesmoreandmore
NoEnglishmanbelievesinworkingfrombooklearning.Hesuspectseverythingnew,anddislikesit,unlesshecanbecompelledb
随机试题
老年人口腔流行病学的龋病常用的指数中一般没有
以下室内给水方式中,不适用于气压给水和微机控制变频调速给水的是()。
某供销社地处边远山区,每日现金零星支付需要量为2000元。经开户银行审查批准,该企业可以从自己的收入中坐支现金,坐支的限额是2万元。以下是该企业2011年6月的库存现金日记账。要求:根据上述资料,回答下列题目。根据现金管理的有关规定,该单位的库存现
电器生产商甲企业没有在规定的期限办理纳税申报,2018年3月以经营亏损、资金紧张为由同时申请延期纳税。所在地税务所驳回其延期纳税的申请并责令其限期申报,但甲企业逾期仍不申报。随后,税务所核定其应缴纳税款30000元,限其于15日内缴清税款。甲企业在限期内
中小企业的资金运行特点是()。
供应链由所有加盟的节点企业组成,其中一般有一个核心企业,节点企业在需求信息的驱动下,通过供应链的职能分工与合作,以资金流、物流、______为媒介实现整个供应链的不断增值。
(),从判决确定之日起计算。
小刘早上8点整出发匀速开车从A地电前往B地,预计10点整到达。但出发不到1小时后汽车就发生了故障,小刘骑折叠自行车以汽车行驶速度的前往A、B两地中点位置的维修站借来工具,并用30分钟修好了汽车.抵达B地时间为11点50分。则小刘汽车发生故障的时间是早上(
房地产开发公司支付的下列相关税费,可列入加计20%扣除范围的有()。
我们今后就要一起生活了。
最新回复
(
0
)