首页
登录
职称英语
Developing an Advertising Campaign Generally speaking, f
Developing an Advertising Campaign Generally speaking, f
游客
2024-11-13
4
管理
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 [br] 【T5】
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
Creating
解析
讲座中有几处都提到广告宣传活动的第二个步骤是创造广告平台,空格处应填入Creating。
转载请注明原文地址:https://tihaiku.com/zcyy/3843489.html
相关试题推荐
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
DevelopinganAdvertisingCampaignGenerallyspeaking,f
Generallyspeaking,threetypesofproblemsareinvolvedin【T1】______.They
Generallyspeaking,threetypesofproblemsareinvolvedin【T1】______.They
Generallyspeaking,threetypesofproblemsareinvolvedin【T1】______.They
随机试题
[originaltext]AnewreportfromtheUnitedNationssaystheworldmustdomuch
关于建设工程质量缺陷责任期的说法,正确的是( )。A.一般为两年,从工程预验收
42岁,性交后出现阴道出血5个月,妇科检查:宫颈为菜花状赘生物,直径约6cm,阴
()不属于即期外汇交易的币种。A.瑞士法郎 B.瑞典克朗 C.泰铢 D.
在一个环境气候多变的生态系统中,生存机会最多的种群是( )。A.形体较小的种群
有关数据显示,从2005年以来,广东高校毕业生自主创业的数量约占当年高校毕业生的
A.烟酸B.考来烯胺C.氯贝丁酯D.硫酸软骨素AE.辛伐他汀久用可促进胆结石形成
甲、乙两人从湖边某处同时出发,反向而行,甲每走50分钟休息10分钟,乙每走1小时
上海零点市场调查公司将上海、北京、广州三地家庭的子女教育与养成费用支出情况做了一
下列哪个不是节能装饰型玻璃( )。A.着色玻璃 B.镀膜玻璃 C.平板玻璃
最新回复
(
0
)