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
2017-03-07
33
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
【T8】
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
selection//choice
解析
在谈到formulate a media plan时,演讲人谈到the planner selects the media for a campaign,此空需要一个名词,故填入select的名词形式selection,或者其同义词choice。
转载请注明原文地址:https://jikaoti.com/ti/g8eMFFFM
0
专业英语八级
相关试题推荐
StrategiesforPublicSpeakingWhat’sgreataboutpublicspeakingisthatit’salearnableskill.Assuch,wecanusethef
StrategiesforPublicSpeakingWhat’sgreataboutpublicspeakingisthatit’salearnableskill.Assuch,wecanusethef
StrategiesforPublicSpeakingWhat’sgreataboutpublicspeakingisthatit’salearnableskill.Assuch,wecanusethef
Whoisthe"FatherofEnglishPoetry"?
Languageacquisitionisoneofthecentraltopicsincognitivescience.Everytheoryofcognitionhastriedtoexplainit.Poss
Languageacquisitionisoneofthecentraltopicsincognitivescience.Everytheoryofcognitionhastriedtoexplainit.Poss
Languageacquisitionisoneofthecentraltopicsincognitivescience.Everytheoryofcognitionhastriedtoexplainit.Poss
TheofficiallanguagesofNewZealandareEnglishand
WithinEUprimaryeducation,aclearmajorityofpupilschoosetostudyEnglishlikeaforeignlanguage.Indeed,learningEnglis
随机试题
在政治社会化过程中,最系统化和规范化的影响因素是()
师说韩愈古之学者必有师。师者,所以传道受业解惑也。人非生而知之者,孰能无惑?惑而不从师,其为惑也,终不解矣。生乎吾前,其闻道也固先乎吾,吾从而师之;生乎吾后,其闻道也亦先乎吾,吾从而师之。吾师道也,夫庸知其年之先后生于吾乎?是故
梁板式肋形楼板中,其主梁梁高应为跨度(),梁宽为梁高的()。
上市公司出现()情形可以向证券交易所申请退市。Ⅰ.上市股东大会决议主动撤回其股票在证券交易所的交易,并决定不再在该交易所交易Ⅱ.上市公司被其他公司实施控股合并Ⅲ.上市公司股东大会决议公司解散Ⅳ.他人向所有股东发出收购或收购全部或者部分股份要
自动化控制系统的组成部分有()。
阅读下列资料,回答问题。下列表述中,错误的是:
如果儿童能够认识到不同的个体在知觉信息完全相同的情况下,通过各自不同的建构、解释而对情境持有不同的信念,那么说明儿童
犯罪分子为日后向甲勒索财物,用枪威逼甲杀死一名路人并录像。甲的杀人行为属于()(2018年一专一第2题)
根据题意设X1,X2,…,Xn是一个简单随机样本,因此X1,X2,…,Xn相互独立,且与总体同分布,从而可知[*]
有以下程序:#include<stdio.h>voidfun(intn,int*s){intf1,t2;if(n==1||n==2)*s=1;else
最新回复
(
0
)