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
2019-03-26
37
问题
Developing an Advertising Campaign
Generally speaking, four major steps are involved in the development of an advertising campaign.
I.【T1】______ and analyzing the advertising target【T1】______
A. Have【T2】______ of your advertising target【T2】______
— critical: it is the【T3】______ of other steps【T3】______
B.【T4】______ to develop an information【T4】______
base for the campaign
II.【T5】______ the advertising platform【T5】______
Advertising platform refers to the selling points
which an advertiser thinks are important to【T6】______.【T6】______
One of the best ways to determine what the selling points are
is through【T7】______.【T7】______
III. Developing the media plan
A. Formulation of a media plan involves
— the【T8】______ of exact media【T8】______
— time arrangement with each medium
B. Factors to be considered in this step include
— characteristics of【T9】______【T9】______
— the【T10】______ of media【T10】______
— the【T11】______【T11】______
IV.【T12】______【T12】______
A Execution of an advertising campaign requires much
planning and【T13】______【T13】______
B. Detailed【T14】______ are required to ensure everything【T14】______
is done on time
C.【T15】______ of the quality of work is also necessary【T15】______
to make improvements
【T14】
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 co-ordination. 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
schedules
解析
演讲人在结尾处提到“执行需要详细的时间表来确保……”,空格前已给出了detailed,填入原文提及的schedules即可。
转载请注明原文地址:https://kaotiyun.com/show/PwEK777K
0
专业英语八级
相关试题推荐
IsEnglishAppropriateforaGlobalLanguage?SeveralintrinsicfeaturesofEnglishlanguagehavemadeitanappropriatechoice
IsEnglishAppropriateforaGlobalLanguage?SeveralintrinsicfeaturesofEnglishlanguagehavemadeitanappropriatechoice
IsEnglishAppropriateforaGlobalLanguage?SeveralintrinsicfeaturesofEnglishlanguagehavemadeitanappropriatechoice
AreyouconsideringtravelingtoanativeEnglishspeakingcountrytoimproveyourEnglishlanguagesskillsatalanguagescho
AreyouconsideringtravelingtoanativeEnglishspeakingcountrytoimproveyourEnglishlanguagesskillsatalanguagescho
AreyouconsideringtravelingtoanativeEnglishspeakingcountrytoimproveyourEnglishlanguagesskillsatalanguagescho
TherearedifferenttheoriesofLanguageDevelopment.Thelearningperspectivearguesthatchildrenimitatewhattheyseeandh
TherearedifferenttheoriesofLanguageDevelopment.Thelearningperspectivearguesthatchildrenimitatewhattheyseeandh
随机试题
paraxialmesoderm
Visualimpairmentcarrieswith【C1】________abilitytotravelthroughone’sphysicalandsocialuntiladequateorientationandmo
新生儿期是指从出生至
治疗胸阳不振,血脉受寒,胸痹胸痛者。应首选
一因交通事故受重伤的男子被送去医院急救,因没带押金,医生拒绝为患者办理住院手续,当患者家属拿来钱时,已错过了抢救最佳时机,患者死亡。本案例违背了患者权利的
如果游客非正常死亡,导游首先应()。
20世纪80年代()的理论被大量介绍到美国,使教育心理学的体系越来越完善,内容越来越丰富。
在一次大班的美术活动中,老师首先给小朋友们讲了一个奥特曼打怪兽的故事,然后请小朋友们把心目中的奥特曼画出来,结果亮亮画了一个圈,他告诉老师:“奥特曼在圆铁甲里面补充能量。”老师回应道:“不好啦,怪兽来了,快来救救我吧!”“好的,奥特曼来了。”于是亮亮开始画
在学校行政部门、班主任或社会团体的领导下,按一定章程组成的学生群体,通常包括班集体、共青团和少先队等,属于()。
TheEarthcomprisesthreeprincipallayers:thedense,iron-richcore,themantlemadeofsilicate(硅酸盐)thataresemi-moltenat
最新回复
(
0
)