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1、Chapter 3 Advertising Planning3.1 Advertising Strategy1. Questions:1. What is the advertising strategy? The way how the advertising objective is to be attained An integration of the elements of the creative mix2. What elements does the marketing mix include? 4Ps: product, price, place, promotion Pro
2、motional mix: personal selling, advertising, public relations, sales promotion3. What is the advertising creative mix? Advertising message ( copy, art, production), target audience, the product concept, the communication media4. Who are the target audience? End-users, persons influencing the purchas
3、ing decision5. What is the media strategy?It refers to the determination of the best advertising media or media mix.6. What is the strategy for the product concept? A product values mix, bundle of value presented to the target audience by the ad.7. How to classify the involvement degree? Rational in
4、volvement, emotional involvement； high involvement, low involvement3.2 Advertising StrategyQuestions:1. What should be considered in the determination of the advertising objective? The strategic objective of the company development, the companys marketing objective2. What is the advertising pyramid?
5、 Bottom: awareness Comprehension Conviction Desire Up: actionCommon expressions（英译汉）:Advertising strategy 广告战略Repurchase 再购Marketing mix 营销组合Promotional mix 促销组合Creative mix 创意组合Prioritization 划分优先顺序Involvement degree 参与度Rational involvement 理智参与Emotional involvement 感情参与 Advertising message 广告创作Bun
6、dle of value 价值包4Ps: product, price, place, promotionBottom- up marketing 自下而上的营销Benefit segmentation 利益细分Consumer decision-making process 消费者决策过程Co-op advertising 合作广告Current customer 现实消费者Decline stage 产品的衰退期Direct distribution 直销Distribution channel 分销渠道Exclusive distribution 独家分销Franchising 特许专卖
7、Growth stage 产品的成长期Hidden difference 隐性差异Perceptible difference 显性差异Individual brand 单一品牌Intensive distribution 密集分销Introductory phase 产品的引入期Maturity stage 产品的成熟期Personal selling 人际传播Evoked set 参考组 Translation:1. All advertisers face a perennial challenge: how to present their products, services and
8、 ideas effectively through the media to buyers.所有广告主都会面临长期的挑战：如何通过媒体向买主有效地推出他们的产品、服务及观念。2. Advertisers must first develop customers perception of the product itself (awareness, attitude, interest) and then a belief in the products ability to satisfy the customers perceived want or need.广告主必须首先使消费者对产
9、品本身产生感知（如知晓，态度，兴趣），然后使其信任产品满足消费者需求的能力。3. The essence of resonance strategy is to link the product or service with one or more of universal experiences.共鸣策略的本质是把产品或服务与一种或多种人们共同的经历联系起来。4. The better the advertising, the more people will try the product once. And the more who try an unsatisfactory prod
10、uct, the more who will reject it and tell their friends.广告越好，就会有越多的人去尝试产品。而有越多的人尝试过不满意的产品，抵制它的人也就越多，并且他们还会告诉他们的朋友。5The advertisers goal is to get enough relevant market data to develop accurate profiles of buyers to find the common ground (and symbols) for communication.广告主的目的是获得足够的相关市场资料，来显示买主的精确情况
11、发现可进行沟通的共同的基础或象征。6Attitudes must be either capitalized on or changed. To advertisers, gaining positive consumer attitudes is critical to success.态度要么被利用要么被改变。对广告主来说，成功的关键是获得消费者肯定的态度。7. Enjoyable, entertaining advertising can enhance interest in the brand and reduce the variety-seeking tendencies of
12、consumers who become bored with using the same old product.令人愉快的、有趣的广告能够加强品牌兴趣，减少消费者由于用烦了老产品而去寻求新产品的倾向。8When choosing an opinion leader as a spokesperson for a company or product, advertisers must understand the companys target market thoroughly.当为公司或产品选择意见领袖作代言人的时候，广告主必须彻底了解公司的目标市场。3.2 Advertising
13、BudgetQuestions:1. What is the rule of making advertising budget? Fit the strategic objective of the company: The most important in all marketing budget; Influence the ultimate allocation of funds. Present some convincing evidence besides the budget proposal2. What are the methods for the advertisin
14、g budget. The percentage-of-sales approachThe percentage-of-profit approach The objective method The unit of sale method The share-of-market method The competitive parity method3. How to use the percentage-of-sales approach? Define the sales as a basis: The sales of last year ;the expected sales of
15、this year Determine the percentage: Average percentage of the industry More accurate percentage based on experience Allocate the funds for advertising by calculation4. What are the two problems of this approach? Difficult to determine percentage; Against the marketing principle5. What is the share-of-market m
