Marketing and Advertising Planning

Author: Fan Yunfeng
Publisher:
Publish Date: 2004-05-01
Features: The main work of contemporary marketing and advertising planning is actually a research topic of integrated marketing communication. The essence of integrated marketing communication is two words—communication. We can understand it as "two-way marketing" or call it "interactive marketing," where marketing is equivalent to communication. The advertising strategy of marketing communication is composed of two elements: "one voice" advertising content and uninterrupted advertising delivery. All art that is unfavorable to sales is redundant, and creating "effective" advertising is the most important thing. The best advertising is the advertising that makes the product (or service) sell well, not the advertising that looks good. Good ideas are often appreciated by both the refined and the common, whether it's parents, siblings, neighbors like Zhang San Li Si, or office colleagues like Xiao Zhang Xiao Wang, or even postal workers—they can all understand it and grasp the essence. Rather than advertising concepts that are highbrow and hard to appreciate, deliberately crafted advertising production, and flashy artistic displays. Good ideas come from real-world market observations and positive interactions with ordinary people in the streets and alleys, not from "closed-door" creation in the office. This book will do its best to help you create and plan effective advertisements.