什么是广告策划
什么是广告策划，大约是在84-85年左右，当时有部分学者撰文呼吁，要把现代广告策划引入中国的广告实践中，树立\以调查为先导，以策划为基础，以创意为灵魂\的现代广告运作观念。在1989年的4月，上海的唐仁承出版了大陆第一本的《广告策划》专著，其后，北京的杨荣刚也出版了《现代广告策划》。关于\广告策划\的概念，两位作者均有明确的界定。
广告策划就是对广告的整体战略与策略的运筹规划。广告策划就是对于提出广告决策、实施广告决策、检验广告决策全过程作预先的考虑与设想。广告策划不是具体的广告业务，而是广告决策的形成过程。
我国引入\广告策划\的概念，大约是在84-85年左右，当时有部分学者撰文呼吁，要把现代广告策划引入中国的广告实践中，树立\以调查为先导，以策划为基础，以创意为灵魂\的现代广告运作观念。在1989年的4月，上海的唐仁承出版了大陆第一本的《广告策划》专著，其后，北京的杨荣刚也出版了《现代广告策划》。关于\广告策划\的概念，两位作者均有明确的界定。
广告策划就是对广告的整体战略与策略的运筹规划。广告策划就是对于提出广告决策、实施广告决策、检验广告决策全过程作预先的考虑与设想。广告策划不是具体的广告业务，而是广告决策的形成过程。
一、广告策划的概念与必然性 (一)广告策划的定义
现代广告策划就是对广告的整体战略和策略的运筹规划。具体是指对提出广告决策、广告计划以及实施广告决策、检验广告决策的全过程作预先的考虑与设想。
广告策划包括两种:单独策划和系统策划。
广告策划系统:市场调研——消费者动机和行为调查——细分市场和确定目标市场——产品调研和产品定位——广告目标和广告策略。
(二)广告策划的必要性
1、广告策划是商品经济发展的要求 2、广告策划是广告竞争的必然产物
3、广告策划是我国广告市场规范化的重要内容 4、广告策划是世界经济全球化的要求 二、现代广告策划的特征
1、明确的目的性:广告活动的广告目标、广告媒体、广告作品、广告宣传的时间、地点等必须明确。
2、严谨的科学性:综合运用经济学、美学、新闻学、心理学、市场调查、统计学、文学等学科的研究成果。
the real implementation of the \carry forward the spirit of a nail, and the corrective measures The implementation of the nerve endings, do not let the rectification is not in place, not to retreat, the people are not satisfied. Pin four is to adhere to the reform and innovation. To reform the way of thinking and innovative courage to turn style, against four winds, the courage to face the contradictions, good at solving the chronic ills, dare to break the outdated customs and bad habits Hensha unhealthy tendencies, trees, fresh healthy. The five is to adhere to tackling the problem. That is the wind Su Ji and the education supervision combined, in order to establish a new system to promote the normalization of style building, long-term, to enhance the party spirit of honest and pragmatic people
thought conscious action. The six is to insist on the completion of the third grasp the overall situation. Activity and end This year the goal of safety production work plan for next year, work together, to promote the activities and the work of production safety with both hands, two promotion, two not mistake. Two, rectification of the overall objectives and specific objectives: (a) the overall path around the \carried out the outstanding problems of the special rectification, the full implementation of the central and provincial Party committee clear the rectification task, effectively curb the \overall improvement of Party and government. The point is: focus on the people, the people, convenience, and resolutely curb the bureaucratic style of work; looking to stimulate grassroots vitality, resolutely curb the Wenshan sea; focus on the cadres honest, clean government, politics, and resolutely curb exceed the standard Quasi occupied office space, Gongjusiyong, public funds, extravagance of the wind; focus on establish a correct view of achievements, the concept of power, and resolutely curb acts against the interests of the masses. Accelerate the system reform and construction, improve the people honest and pragmatic normalization system, constantly consolidate and expand educational practice achievements, make people satisfied. The recent reform goal: Political Quality Bureau and all Party members and cadres, further improve the quality of the business; the \been effectively solved. The middle goal of the reform: \party and government austerity waste
3、完整的系统性:广告策划从调研开始，根据目标市场的特点确定广告目标，在制定广告活动具体策略时，要以整体广告目标为出发点，各环节相互衔接，密切配合。
4A广告提案
(1)广告主的营销策略是广告策划的根本依据:广告是营销组合的重要因素，直接为广告主的场营销服务，因此广告策划也不能脱离广告主的营销策略的指导。
(2)广告策划有其特定的程序，这种程序应该是科学、规范的，以保证广告策划不是漫无目的设想和缺乏章法的随心所欲。
(3)广告策划应该提出广告运动(活动)的总体战略，停留在具体行动计划层次上的“广告计划”并不是广告策划。
(4)广告策划以市场调查为依据和开端:虽然广告主的营销策略已经为广告策划提供了依据，但是它仅仅来自广告主的单方面，还不足以显示由消费者、产品和竞争对手所构成的市场的全貌。
(5)广告的诉求策略、定位策略、表现策略和媒介策略是广告策划的核心内容，它们必须脱离平庸、与众不同，但是又要具有产生实际的广告效果的素质。
(6)广告策划的结果以广告策划文本的方式来体现。 (7)广告效果的测定方法应该在广告策划中预先设定。
(8)进行广告策划的目的是追求广告进程的合理化和广告效果的最大化。进程的合理化，就是广告运动(活动)要符合市场的现实情况并且能够适应市场的发展。效果的最大化，就是广告策划要提供能够产生最佳的广告效果的策略和方案。
做创意的时候，我们要去体会企业的产品内涵。 如果我们不去详细地了解产品而随便地把广告创意出来，那么消费者是不愿意接受的。因此，一个广告创意人员，必须要去了解企业的营销行为，去了解市场，换句话说就是，我们要去了解自己是在为谁
广告提案
即广告公司向广告客户作有关广告活动企划、创意构想、调查结果等的报告。也就是把创意策划准确生动地向客户提交与说明，以求赢得客户的赞赏与支持。
广告提案的着眼点在于整个广告运动的目标及原则等纲领，为创意明确方向，并给整个广告运动定下基调。
广告提案的准备工作:
1. 与客户的前期沟通 在其余准备工作全面展开之前，须与客户方进行沟通，确认提案会的时间、地点、议题、双方参与人员等等。
the real implementation of the \carry forward the spirit of a nail, and the corrective measures The implementation of the nerve endings, do not let the rectification is not in place, not to retreat, the people are not satisfied. Pin four is to adhere to the reform and innovation. To reform the way of thinking and innovative courage to turn style, against four winds, the courage to face the contradictions, good at solving the chronic ills, dare to break the outdated customs and bad habits Hensha unhealthy tendencies, trees, fresh healthy. The five is to adhere to tackling the problem. That is the wind Su Ji and the education supervision combined, in order to establish a new system to promote the normalization of style building, long-term, to enhance the party spirit of honest and pragmatic people thought conscious action. The six is to insist on the completion of the third grasp the overall situation. Activity and end This year the goal of safety production work plan for next year, work together, to promote the activities and the work of production safety with both hands, two
什么是广告策划
