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style, against four winds, the courage to face the contradictions, good at solving the chronic ills, dare to break the outdated customs and bad habits Hensha unhealthy tendencies, trees, fresh healthy.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
良好的科学素质与人文素质 良好的沟通能力与协调能力 高创造性是广告人才素质的核心 第五节 广告策划的学科基础 信息传播 市场营销 整合营销传播
第二章 广告策划的运作流程 第一节 广告策划的运作流程 第二节 广告策划的内容 第三节 广告策划书的编写 第三章 广告战略的策划 第一节 广告战略策划的基础知识 第二节 广告战略目标 第三节 广告战略设计 第四章 广告策略策划(一) 第一节 广告策略策划的基础和要求
第二节 广告市场策略 第三节 广告产品策略 第四节 品牌广告策略 第五章 广告策略策划(二) 第五节 广告心理策略 第六节 广告创意和表现策略 第七节 广告实施策略 第六章 广告媒体策略 第一节 广告媒体分类及特性 第二节 广告媒体开发程序 第三节 广告媒体选择 第四节 广告预算及分配 附录 广告策划书范例 主要参考文献 后记
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
序言
“海岱广告书系”，是一群在广告教育领域孜孜以求的广告学人在多年来从事广告教学与实践的基础上奉献给广告界的一点心得。
“海岱\之名，寓两层含义。一取其地域义。《尚书?禹贡》曰:“海岱惟青州。”所谓海岱者，即指今山东省渤海至泰山之间的地带，后因以称山东地区。
众所周知，山东省是改革开放以来我国的广告大省。孔府家酒、孔府宴酒、秦池酒、齐民思酒、扳倒井酒等酒类广告，曾在全国掀起一阵强劲的“鲁酒”狂潮;康巴丝与北极星，曾长期雄踞中央电视台“新闻联播”前的准点报时黄金位置;海尔、海信、澳柯玛、双星、青啤、张裕、将军、颐中等品牌，因其科学有效的广告宣传与成功的市场运作，如今都跻身“中国名牌”之列可以毫不夸张地说，山东企业界的广告实践，为我们了解、把握广告科学，提供了大量生动而丰富的案例--他们的成功经验，势必会给我们以丰富的启迪;他们的惨痛教训，也必然可以成为我们的前车之鉴。从这个意义上说，山东广告界二十多年来的广告实践活动，是当代中国广告界最最丰富、最最生动的教科书。
山东的广告学人，就是在“读\有时也曾参与“撰写\这本丰富而生动的教科书的过程中成长起来的。回顾所走过的道路，可以用一句“痛并快乐着\来形容。之所以说“痛\，是因为山东的广告学人起步太晚了，当广告主的广告实践活动已经如火如荼地展开的时候，广告学人刚刚开始蹒跚学步;本来应该在理论指导下开展的广告活动，实际上是在“摸着石头过河”。为此，许多广告主都曾经历了“成也广告，败也广告\的惨痛过程。年轻而稚弱的山东广告学人只能看在眼里，痛在心里。
什么是广告策划
