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1、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
2、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）4Cs：顾客
3、（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
4、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
5、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
6、 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
7、（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
8、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
9、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
10、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
11、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。
12、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
13、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
14、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
15、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！【Chinas 10 must-see animations】The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 must-see classics from
16、Chinas animation outpouring that are not to be missed. Lets recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫芦娃) is a Chinese animation TV series produced byShanghaiAnimationFilmStudio. In the 1980s the series was one of the most popular
17、 animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state compared to the rest of the international community. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of paper-cut animation
18、s. Black Cat Detective Black Cat Detective (Chinese: 黑猫警长) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2006, a rebroadcasting of the original series was announc
19、ed. Critics bemoan the series violence, and lack of suitability for childrens education. Proponents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir andteacher in Turkish, is the respectful name for people who own wisdom and knowledge. The heros real name was Nasre
20、ddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation of noblemen. He was also full of compassion and tried his best to help poor people. Adventure of Shuke and Beita【舒克与贝塔】 Adventure of Shuke and Beita (Chinese: 舒克和贝塔) is a classic animation by Zheng Yuanj
21、ie, who is known as King of Fairy Tales in China. Shuke and Beita are two mice who dont want to steal food like other mice. Shuke became a pilot and Beita became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. With the help of PiPilu, th
22、ey co-founded an airline named Shuke Beita Airlines to help other animals. Although there are only 13 episodes in this series, the content is very compact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulties. Even adults recalling
23、 this animation today can still feel touched by some scenes. Secrets of the Heavenly Book Secrets of the Heavenly Book, (Chinese: 天书奇谈)also referred to as Legend of the Sealed Book or Tales about the Heavenly Book, was released in 1983. The film was produced with rigorous dubbing and fluid combinati
24、on of music and vivid animations. The story is based on the classic literature Ping Yao Zhuan, meaning The Suppression of the Demons by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the books contents on the stone wall of a white cloud
25、 cave in the mountains. He was then punished with guarding the book for life by the jade emperor for breaking heavens law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming Chinesepainting, including pavilion
26、s, ancient architecture, rippling streams and crowded markets, which fully demonstrate the unique beauty of Chinas natural scenery. Pleasant Goat and Big Big Wolf【喜洋洋与灰太狼】 Pleasant Goat and Big Big Wolf (Chinese:喜羊羊与灰太狼) is a Chinese animated television series. The show is about a group of goats liv
27、ing on the Green Pasture, and the story revolves around a clumsy wolf who wants to eat them. It is a popular domestic animation series and has been adapted intomovies. Nezha Conquers the Dragon King（Chinese: 哪吒闹海）is an outstanding animation issued by the Ministry of Culture in 1979 and is based on a
28、n episode from the Chinese mythological novel Fengshen Yanyi. A mother gave birth to a ball of flesh shaped like a lotus bud. The father, Li Jing, chopped open the ball, and beautiful boy, Nezha, sprung out. One day, when Nezha was seven years old, he went to the nearby seashore for a swim and kille
29、d the third son of the Dragon King who was persecuting local residents. The story primarily revolves around the Dragon Kings feud with Nezha over his sons death. Through bravery and wit, Nezha finally broke into the underwater palace and successfully defeated him. The film shows various kinds of att
30、ractive sceneries and the traditional culture of China, such as spectacular mountains, elegant sea waves and exquisite ancient Chinese clothes. It has received a variety of awards. Havoc in Heaven The story of Havoc in Heaven（Chinese: 大闹天宫）is based on the earliest chapters of the classic storyJourne
31、y to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the Jade Emperor of heaven. The stylized animation and drums and percussion accompaniment used in this film are heavily influenced byBeijingOpera traditions. The name of the movie became a colloquialism in the C
32、hinese language to describe someone making a mess. Regardless that it was an animated film, it still became one of the most influential films in all of Asia. Countless cartoon adaptations that followed have reused the same classic story Journey to the West, yet many consider this 1964 iteration to b
33、e the most original, fitting and memorable, The Golden Monkey Defeats a Demon【金猴降妖】 The Golden Monkey Defeats a Demon (Chinese: 金猴降妖), also referred as The Monkey King Conquers the Demon, is adapted from chapters of the Chinese classics Journey to the West, or Monkey in the Western world. The five-e
34、pisode animation series tells the story of Monkey King Sun Wukong, who followed Monk Xuan Zangs trip to the West to take the Buddhistic sutra. They met a white bone evil, and the evil transformed human appearances three times to seduce the monk. Twice Monkey King recognized it and brought it down. T
35、he monk was unable to recognize the monster and expelled Sun Wukong. Xuan Zang was then captured by the monster. Fortunately Bajie, another apprentice of Xuan Zang, escaped and persuaded the Monkey King to come rescue the monk. Finally, Sun kills the evil and saves Xuan Zang. The outstanding animati
36、on has received a variety of awards, including the 6th Hundred Flowers Festival Award and the Chicago International Childrens Film Festival Award in 1989. McDull【麦兜】 McDull is a cartoon pig character that was created inHong Kongby Alice Mak and Brian Tse. Although McDull made his first appearances a
37、s a supporting character in the McMug comics, McDull has since become a central character in his own right, attracting a huge following in Hong Kong. The first McDull movie McMug Story My Life as McDull documented his life and the relationship between him and his mother.The McMug Story My Life as McDull is also being translated into French and shown in France. In this version, Mak Bing is the mother of McDull, not his father.