MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C9EDA7.FB0D8B60" 此文档为“单个文件网页”，也称为“Web 档案”文件。如果您看到此消息，但是您的浏览器或编辑器不支持“Web 档案”文件。请下载支持“Web 档案”的浏览器，如 Microsoft Internet Explorer。 ------=_NextPart_01C9EDA7.FB0D8B60 Content-Location: file:///C:/268528C8/ggch.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" 广告策划复习提要</ti= tle> <!--[if gte mso 9]><xml> <o:DocumentProperties> <o:Author>Administrators</o:Author> <o:Template>Normal</o:Template> <o:LastAuthor>island</o:LastAuthor> <o:Revision>2</o:Revision> <o:TotalTime>11</o:TotalTime> <o:Created>2009-06-15T02:56:00Z</o:Created> <o:LastSaved>2009-06-15T02:56:00Z</o:LastSaved> <o:Pages>1</o:Pages> <o:Words>999</o:Words> <o:Characters>5699</o:Characters> <o:Lines>47</o:Lines> <o:Paragraphs>13</o:Paragraphs> <o:CharactersWithSpaces>6685</o:CharactersWithSpaces> <o:Version>11.9999</o:Version> </o:DocumentProperties> </xml><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> 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style=3D'font-size:22.0pt;font-family:SimHei'>广告策Ò= 10;复习提要<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal><span lang=3DEN-US><o:p> </o:p></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center'><span style=3D'font-family:SimSun;mso-ascii-font-family:"Times New Roman";mso-han= si-font-family: "Times New Roman"'>谢骁勇</span></p> <p class=3DMsoNormal><span lang=3DEN-US><o:p> </o:p></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>  </span><span style=3D'mso-spacerun:yes'>  </span></span><span style=3D'font-si= ze:12.0pt; line-height:150%;font-family:SimSun'>本课程是ॳ= 1;告专业的一门重要课&= #31243;<span lang=3DEN-US>, </span>具有很强的实ī= 92;性。它是对广告专业= 其它各门课程的融会= 6143;通<span lang=3DEN-US>, </span>以达到综合性ß= 20;运用的目的。 通过本课程的学习<span lang=3DEN-US>,</span>对广告策划的࡜= 7;理<span lang=3DEN-US>, </span>技巧<span lang=3DEN-US>,</span>程&#= 24207;与具体运作应有全ƃ= 54;而深刻的了解<span lang=3DEN-US>, </span>并能熟练地结×= 12;企业广告活动进行广= 告策划与策划书撰写= 2290;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>考#= 797;题型：填空题<span lang=3DEN-US>10</span>分，名词解释<span lang=3DEN-US>15</span>分，简答题<span lang=3D= EN-US>45</span>分，论述题<span lang=3DEN-US>30</span>分。<span lang=3DEN-US> <o:p></o:p></span= ></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><o:p> </o:p></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:16.0pt;line-height:150%;font-family:SimHei;mso-hansi-fon= t-family: SimSun'>第一篇 广告策划原&#= 29702;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;line-height:150%;font-family:SimHei; mso-hansi-font-family:SimSun'><o:p> </o:p></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;line-height:150%;font-family:SimHei;mso-hansi-fon= t-family: SimSun'>第一章 广告策划概&#= 36848;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>[</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>教= 398;目的<span lang=3DEN-US>] </span>通过本章学习ʌ= 92;首先要了解人类策划= 的思想古已有之，我= 2269;古代有许多蕴含着ߑ= 6;富策划思想的典籍。&= #32780;人类进入经济建设= 026;中心的时代后，公关= ;策划、广告策划、<span lang=3DEN-US>CI</span>策划随之兴起z= 90;在此基础上，进一步= 认识广告策划的概念= 1644;作用，明确广告策࠵= 0;的类型与原则，并掌&= #25569;广告策划与企业营&= 144;之间的关系。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>内容提要<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>历= 195;各类典籍中对策划思= ;想的记述与总结；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>现= 195;工业发展后，公关策= ;划、广告策划、<span lang=3DEN-US>CI</span>策划等的发展Ď= 10;况；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划的概念与作用；= ;<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>各= 181;广告策划类型的特点= ;比较；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>5.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告策划= ;的原则；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>6.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划与企业营销的关= ;系。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>  </span><span style=3D'mso-spacerun:yes'>  </span>[</span><span style=3D'font-s= ize: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>1.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>了解策划= ;的历史渊源<span lang=3DEN-US>, </span>广告策划的概õ= 65;与作用。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;广告策划的类型与原= ;则<span lang=3DEN-US>, </span>广告策划与企Ç= 94;营销。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;策划与广告策划的关= ;系，以及广告策划与&#= 20225;业营销的关系。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第二章 广×= 78;策划的思维方法<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>说明正确的思Ņ= 00;方法是人类认识世界= 和改造世界的武器，= 0063;是广告策划取得成ࡃ= 1;的重要保证。学习本&= #31456;要把握广告策划中= 340;一般思维方法及特殊= ;思维方法，并了解思&#= 32500;方法的新发展。通Ű= 07;学习，为广告策划的= 科学化提供思想武器= 2290;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>基本内容= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划中系统思维、创= ;造性思维、开放参与&#= 24615;思维、艺术性思维į= 40;特点；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>发= 955;思维、集中思维的含= ;义；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 041;灵感论，系统方法。= ;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;广告策划中一般思维= ;方法的特点。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;广告策划中发散思维= ;与集中思维的特点。<s= pan lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;广义灵感论与系统方= ;法在实践中的运用。<s= pan lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;各种思维方法对广告= ;策划的影响。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第三章 广×= 78;策划的理论依据<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>介绍广告策划Ç= 82;传播学原理、市场营= 销、消费者行为及文= 1270;观念的关系，从深ह= 8;次上理解广告策划的&= #29702;论依据。通过本章= 340;学习，能更好地把握= ;现代广告活动的规律&#= 65292;为全面掌握广告策Ò= 10;的原理打下基础。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>基本内容= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>传= 773;学理论与广告策划；= ;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>2.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>市场营销= ;学与广告策划；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>消$= 153;者行为学与广告策划= ;；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>文= 270;观念与广告策划。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>复习重点<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;传播构成，自我传播= ;，人际传播，信源，&#= 24066;场营销，市场营销Ļ= 74;略，关心点，广告文= 化。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）广告传播具੍= 7;哪些基本功能；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）广告策划与०= 6;场营销策略的关系；<= span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>   </span><span style=3D'mso-spacerun:yes'> </span></span><span style=3D'font-size:12.= 0pt; line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>3</span>= 5289;把握消费者行为对ॳ= 1;告策划的意义； <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>4</span>）传统文化与஑= 6;代文化在广告创作中&= #30340;表现。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;广告策划的四种理论= ;依据，并找出它们之&#= 38388;的联系与区别。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第四章 广×= 78;策划与整合营销传播= <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>说明整合营销Ê= 56;播是一种新的整合观= 念，是实践性很强的= 5805;作性理论，能有效ࢸ= 0;达到广告传播和产品&= #34892;销的目的。本章通$= 807;对整合营销传播的概= ;念、特性与内涵的了&#= 35299;，能开拓广告策划į= 40;视野，并使两者有机= 地结合，从而提高广= 1578;策划的效益。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>基本内容= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>1.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>整合营销= ;传播的概念<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>整= 512;传播策划特性<span lang=3DEN-US> 3.</span>整合营销传播= 340;内涵<span lang=3DEN-US> 4.4C</span>理论<span lang=3DEN-US> 5.</span>ă= 72;合营销传播的广告策= 略 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>复习重点<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;整合营销传播理论，= ;<span lang=3DEN-US>11 P</span>组合理论，<span lang= =3DEN-US>4C</span>理论，资料库，&= #21452;向沟通，近似文盲 = 290;<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）整合营销传਑= 3;引发营销观念的变革&= #65307;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）整合营销传਑= 3;的主要内容。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>3</span>）整合营销传਑= 3;中的广告策略。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:16.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:16.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第二篇 广×= 78;策划实务<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第五章 广×= 78;策划中的市场调研<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>说明市场调查Ç= 82;分析为广告策划提供= 重要的前提及科学的= 0381;据。通过本章学习ᦁ= 2;应明确市场调查与分&= #26512;对广告策划的重要= 615;，并掌握市场调查与= ;分析的内容与技巧。<s= pan lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>内容提要<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>市= 330;调查的重要性 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>市= 330;调查的步骤<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>3.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>市场调查= ;的内容<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;市场的分析<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>5.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>信= 687;获取的途径<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;产品调查，消费者调= ;查，市场调查，媒体&#= 35843;查，广告效果调查ʌ= 92;市场营销的微观环境= 和宏观环境，公众信= 4687;，时机信息。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）企业市场营໦= 4;环境分析的要点；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）对目标市场ࡡ= 0;竞争对手分析的主要&= #20869;容。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;获取信息的途径，并= ;运用于广告策划中。<s= pan lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;市场调查与分析的方= ;式方法。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第六章 广×= 78;主题与表现策划<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>教学目的<span lang=3DEN-US>] </span>说明广告主题ą= 59;广告策划的核心。在= 确立广告主题之前，= 4517;须明确广告的目标ࡡ= 0;定位；而在确立之后&= #65292;还必须把广告主题= 934;确地表现出来。本章= ;在论述中进行前后延&#= 20280;，重点掌握广告主Ɔ= 64;确立的基本方法与要= 素，提高广告策划创= 4847;的水平。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>内容提要= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>1.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告目标= ;的类型及目标选择；<s= pan lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;定位的概念、依据及= ;定位策略的类型；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;主题的构成要素及创= ;意类型；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;表现策略是寻找广告= ;信息的传达形式；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>5.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告表现= ;特性内涵把握。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;行动目标，信息目标= ;，传播目标，定位，&#= 23450;位策略，产品定位ʌ= 92;质量定位，价格定位= ，造型定位，色彩定= 0301;，商标定位。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）广告目标类ࣁ= 1;分析；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）广告定位策஽= 3;的主要方法；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>3</span>）广告主题的࠵= 9;意类型。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第七章 广×= 78;媒介策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>教学目的<span lang=3DEN-US>] </span>广告媒介策划ą= 59;广告策划中的重要组= 成部分。它既与广告= 4635;体策划有关系，又ࡤ= 7;作为独立部分进行策&= #21010;。通过本章的学习A= 292;介绍广告媒介组合的= ;概念及组合方式，掌&#= 25569;广告传播时机策略ʌ= 92;并重视广告非媒介方= 式在策划中的运用。<sp= an lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>复习重点<span lang=3DEN-US>] </span>广告媒介组合į= 40;概念及组合方式；广= 告媒介组合的概念<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><o:p> </o:p></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-family:SimHei; mso-hansi-font-family:SimHei'><span style=3D'mso-spacerun:yes'> </span= ><span style=3D'mso-spacerun:yes'>  </span></span><span style=3D'font-size:14= .0pt; mso-bidi-font-size:12.0pt;line-height:150%;font-family:SimHei;mso-hansi-fon= t-family: SimHei'>题型示例<span lang=3DEN-US><o:p></o:p></spa= n></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>一 = 289;填空<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.4c</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>理#= 770;研究的是<span lang=3DEN-US>___________</span>和<span lang=3DEN-US>____________</spa= n>，企业要生产消费者&= #25152;需的产品儿不是卖!= 258;己所能制造的产品。= ;广告非媒介方式主要&#= 26377;<span lang=3DEN-US>_____________</span>、<span lang=3DEN-US>___________</sp= an>示范方式、表演方式= 、馈赠方式和其他方= 4335;。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;媒介使用的广告频率= ;策略有<span lang=3DEN-US>__________________</span>、变化频ħ= 75;和<span lang=3DEN-US>___________________</span>等。<span lang=3DEN-US><= o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划的原则主要是<span lang=3DEN-US>_________________</span>、<span lang=3DEN-US>___________= ______</span>、差异原则、调๦= 6;原则、效益原则及团&= #38431;原则。媒介组合是= 351;将经过选择的广告媒= ;介在<span lang=3DEN-US>_______________</span>、<span lang=3DEN-US>_____________= __</span>上进行合理的配置&#= 65292;以提高广告的传播Ø= 44;诉求效果。合理的广= 告间隔时间应是<span lang=3DEN-US>__________________</span>。<span lang=3DEN-US><o:p></o:p= ></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>二 = 289;名词解释<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;目标策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>  </span><span style=3D'mso-spacerun:yes'>  </span>2.</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>广告策划= ;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>展#= 272;展销<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>发= 955;思维<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>三 = 289;简答题<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>艺= 415;思维在广告策划中的= ;具体要求是什么？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>企= 994;形象广告的主要特征= ;表现在哪些方面？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;定位有什么作用？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>常= 992;的广告非媒介方式主= ;要有哪些？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>四 = 289;论述题<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;工作者的系统思维有= ;哪两层含义？<span lang=3DEN-US><span style=3D'mso-spacerun:yes'>  </span><o:p></o:p></sp= an></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第八章 广×= 78;预算策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>广告预算策划ą= 59;以货币的形式来说明= 广告计划并执行广告= 7963;动进程，是广告策࠵= 0;中策略行为的重要体&= #29616;。因此，学习时不= 212;把它单纯地理解为经= ;费问题，要全面把握&#= 39044;算策划的程序和实Ą= 45;。在广告预算策划时= ，必然涉及到企业要= 5237;入多少资金作广告ᦁ= 2;应该怎样分配资金，&= #35201;求达到什么效果，= 914;何防止资金的不足或= ;浪费等等复杂问题。&#= 22240;此，本章的学习应ĥ= 05;别重视实际操作的步= 骤和程序，重点掌握= 9044;算的方法。与此同ਲ= 2;，还要注意观摩音像&= #25945;材中企业进行广告'= 044;算策划的案例，了解= ;其预算方法的优缺点&#= 65292;以及在实际运作中û= 52;采用的组合方式，扬= 长避短，突出效益，= 3613;量避免违背经济规঍= 9;的广告投入产出法。<= span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>内容提要= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>1.</span><span style=3D'font-size:1= 2.0pt; line-height:150%;font-family:SimSun'>广告预算ౕ= 4;划四个方面的依据<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>2.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告预算= ;策划的两大类内容<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>3.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告预算= ;常用的七种方法<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;预算分配策略<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>5.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>新老产品= ;广告预算策略<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>[</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>复= 064;重点<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：（<span lang=3DEN-US>1</span>）广告预算策࠵= 0;的根据； （<span lang=3DEN-US>2</span>）广告预算= 常用的方法。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：广告预算分配策略= ;<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第九章 广×= 78;策划效果评估<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>介绍现代广告Ű= 16;动（活动）已建立起= 广告效果评估的机制= 5292;但是广告策划效果෺= 0;估却没有被国内广告&= #30028;给予足够认识，不= 165;对其概念和意义比较= ;陌生，对评估的方法&#= 20063;缺乏了解。因此，é= 98;习本章内容首先要弄= 清楚广告策划效果评= 0272;的概念，及其与广࡭= 8;效果评估的区别；同&= #26102;，为了更好地掌握= 412;章的要旨，应注意音= ;像教材相关的实践活&#= 21160;，还须在学习中结×= 12;广告调研方面的知识= ，重点掌握广告策划= 5928;果评估的标准和主ව= 1;方法。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>内容提要= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划效果评估的意义= ;与内容<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划效果评估的标准 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划效果评估的方法= ;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：广告策划效果评估= ;、观察体验发、目标&#= 31649;理发民意调查法、Ö= 42;照评估法。 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：广告策划效果评估= ;的意义。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>3.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>掌握：广= ;告策划效果评估的标&#= 20934;和方法<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><span style=3D'mso-spacerun:yes'> </span><o:p></o:p></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十章 企Ç= 94;形象策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>说明广告策划Ô= 53;括两个主要方面，一= 是产品推广策划，二= 6159;企业形象策划。本౉= 6;通过对企业形象各要&= #32032;的介绍，了解企业= 418;象广告的主要方式及= ;策划原则，把握企业&#= 24418;象广告的创意与制Ë= 16;技巧，并完善对广告= 策划的理解明确企业= 4418;象策划与产品策划௚= 0;差异，并注意其策划&= #20869;容与手段的区别。 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>内容提要<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>企= 994;形象的概念、形成过= ;程及内涵；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>2.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>企业形象= ;广告的方式与策划原&#= 21017;<span lang=3DEN-US>; <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>企= 994;形象广告的创意技巧= ;。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>[</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>复= 064;重点<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>  </span><span style=3D'mso-spacerun:yes'>  </span><span style=3D'mso-spacerun:yes'> </span>1.</span><span style=3D'font-size:1= 2.0pt; line-height:150%;font-family:SimSun'>了解：企ߏ= 4;内部形象系统，企业&= #28145;层形象系统，企业= 454;值形象系统，企业视= ;觉识别系统，公众印&#= 35937;，公众态度，公众Ō= 86;论，企业形象广告，= 组织形象定位，感性= 5785;求定位，理性诉求ऩ= 0;位，跟随定位，逆向&= #23450;位。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：（<span lang=3DEN-US>1</span>）企业形象的ઍ= 0;念与特点；（<span lang=3DEN-US>2</span>）企业形象策࠵= 0;的特征；（<span lang=3DEN-US>3</span>）企业形象广࡭= 8;的类型；（<span lang=3DEN-US>4</span>）企业形象广࡭= 8;定位的主要形式。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十一章 Ê= 25;业创牌策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>说明广告策划į= 40;核心在于为企业创立= 品牌。我国民族品牌= 8754;临着强大的竞争压ࡂ= 7;，极希望广告业担起&= #32500;护民族品牌的重担 = 290;本章通过考察民族品= ;牌发展过程中的艰难&#= 65292;指明广告策划的主Š= 01;任务，掌握品牌经营= 的策略，同时认识从= 1697;牌到名牌的发展道ั= 5;。明确国内民族品牌&= #38754;临的困难，让学生= 484;握品牌经营策略，并= ;树立创出我国名牌产&#= 21697;的信心。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>内容提要= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>1. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>品= 260;经营策略；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>2. </span><span style=3D'fon= t-size: 12.0pt;line-height:150%;font-family:SimSun'>如何创出= ;企业名牌。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：品牌，民族品牌，= ;品牌运用，品牌投资&#= 65292;品牌维持，品牌管ĩ= 02;，名牌。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）品牌经营策஽= 3;； <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）如何从品牌࠸= 0;名牌。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;如何策划推进企业名= ;牌工程。 <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十二章 Ì= 19;销活动策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>在广告策划中ʌ= 92;还应充分考虑广告活= 动和促销活动之间如= 0309;密切配合的问题。ੑ= 2;章介绍了广告活动与&= #20419;销活动的差异及功!= 021;互补关系，指出几种= ;常用的促销活动策划&#= 30340;技巧，探讨了促销Ļ= 74;划的新趋势。学习本= 章，要求把二者相互= 7197;合，对提高广告策࠵= 0;效果具有重要意义<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>内容提要<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;活动与促销活动的差= ;异与共性；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;活动与促销活动的功= ;能互补；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>3.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>常用的促= ;销活动策划形式；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>4.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>未来促销= ;活动的发展趋势。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：广告活动，促销活= ;动，赞助促销，专题&#= 20419;销，展览展销，零Ú= 06;业促销。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）广告活动与߹= 9;销活动的异同。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）赞助促销、ߎ= 7;题促销、展览促销、&= #38646;售业促销的技巧。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;提出新的更为有效的= ;促销手段的方法。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:16.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:16.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第三编 广×= 78;策划书的编写<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十三章 ñ= 91;告策划书编写程序与= 内容<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>教学目的<span lang=3DEN-US>] </span>本课程教学的İ= 46;的不仅在于理解广告= 策划的理论，而且要= 9087;练掌握广告策划书ವ= 4;写程序与内容，最终&= #24418;成可供操作的策划= 041;案。通过本章学习，= ;必须了解广告策划作&#= 19994;流程，掌握广告策Ò= 10;方案编写的主要内容= 与技巧，并能为企业= 2534;写出切实可行的广࡭= 8;策划案。（<span lang=3DEN-US>1</span>）让学生仔细ༀ= 5;读案例，深入理解不&= #21516;产品广告策划的差= 322;，并熟练掌握广告策= ;划书撰写格式。（<span lang=3DEN-US>2</span>）以实际产品৏= 0;企业为例，每人撰写&= #19968;份广告策划书。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span><span style=3D'mso-spacerun:yes'> </span>[</span><span style=3D'font-size:12= .0pt; line-height:150%;font-family:SimSun'>内容提要<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划作业流程的五个= ;阶段；<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划书的主要内容；= ;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>策= 010;书的编制原则。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：<span lang=3DEN-US>AE</span>，产品个性内Ę= 85;，产品精神意义，阻= 碍分析，广告效果评= 0272;。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）广告策划作ߏ= 4;流程的五个阶段； <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）广告策划书௚= 0;主要内容。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>作= 994;：以某一企业产品为= ;例，按广告策划流程&#= 21450;内容编写一份广告Ļ= 74;划书。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十四章 ñ= 91;告策划书实施与评价= <span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>对于已经成型į= 40;广告策划案，必须以= 提案形式获得广告客= 5143;的认可，然后付诸ऩ= 4;施，并给予适当的评&= #20215;。本章对提案的程= 207;及方法作了说明，在= ;学习中应重点掌握，&#= 36824;应了解广告策划书ê= 54;施中的问题及评价方= 法。重点讲清提案论= 5777;的程序，掌握策划ਬ= 1;案实施的方法与监控&= #26631;准。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>内容提要= ;<span lang=3DEN-US>]<o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>1.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告提案= ;运行的程序；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>2.</span><span style=3D'font= -size: 12.0pt;line-height:150%;font-family:SimSun'>广告策划= ;书实施中的问题<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>从= 191;告主、广告人和广告= ;受众的角度评价广告&#= 31574;划方案。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>复习重点= ;<span lang=3DEN-US>] <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>了#= 299;：提案，预提案，广= ;告主，广告人。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>掌= 569;：<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>1</span>）广告提案运ඡ= 2;程序；<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>（<span lang=3DEN-US>2</span>）广告策划书ऩ= 4;施中的问题。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>作= 994;：选择不同的策划方= ;案进行比较，学会评&#= 21028;哪个策划案为最优Ą= 41;案。<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span lang=3DEN-US style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-heigh= t:150%; font-family:SimHei;mso-hansi-font-family:SimHei'><o:p> </o:p></span></= p> <p class=3DMsoNormal align=3Dcenter style=3D'text-align:center;line-height:= 150%'><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-f= amily: SimHei;mso-hansi-font-family:SimHei'>第十五章 ñ= 91;告策划书案例<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'> </span><span style=3D'mso-spacerun:yes'>   </span>[</span><span style=3D'font-= size: 12.0pt;line-height:150%;font-family:SimSun'>教学目的= ;<span lang=3DEN-US>] </span>要求学生仔细ƀ= 05;读案例，深入理解与= 比较不同产品广告策= 1010;的差异，并熟练掌ৼ= 9;广告策划书撰写格式&= #12290;<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><o:p> </o:p></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 14.0pt;mso-bidi-font-size:12.0pt;line-height:150%;font-family:SimHei; mso-hansi-font-family:SimHei'><span style=3D'mso-spacerun:yes'>   </span></span><span style=3D'font-size:14.0pt;mso-bidi-font-size:12.0pt; line-height:150%;font-family:SimHei;mso-hansi-font-family:SimHei'>题&= #22411;示例<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>一 = 289;填空<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>   </span><span style=3D'mso-spacerun:yes'> </span>1.4c</span><span style=3D'font-size= :12.0pt; line-height:150%;font-family:SimSun'>理论研究௚= 0;是<span lang=3DEN-US>___________</span>和<span lang=3DEN-US>____________</spa= n>，企业要生产消费者&= #25152;需的产品儿不是卖!= 258;己所能制造的产品。= ;广告非媒介方式主要&#= 26377;<span lang=3DEN-US>_____________</span>、<span lang=3DEN-US>___________</sp= an>示范方式、表演方式= 、馈赠方式和其他方= 4335;。<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;媒介使用的广告频率= ;策略有<span lang=3DEN-US>__________________</span>、变化频ħ= 75;和<span lang=3DEN-US>___________________</span>等。<span lang=3DEN-US><= o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划的原则主要是<span lang=3DEN-US>_________________</span>、<span lang=3DEN-US>___________= ______</span>、差异原则、调๦= 6;原则、效益原则及团&= #38431;原则。媒介组合是= 351;将经过选择的广告媒= ;介在<span lang=3DEN-US>_______________</span>、<span lang=3DEN-US>_____________= __</span>上进行合理的配置&#= 65292;以提高广告的传播Ø= 44;诉求效果。合理的广= 告间隔时间应是<span lang=3DEN-US>__________________</span>。<span lang=3DEN-US><o:p></o:p= ></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>二 = 289;名词解释<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;目标策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;策划<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>展#= 272;展销<span lang=3DEN-US><o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4.</span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>发= 955;思维<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>三 = 289;简答题<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>1. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>艺= 415;思维在广告策划中的= ;具体要求是什么？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>2. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>企= 994;形象广告的主要特征= ;表现在哪些方面？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>3. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>广= 578;定位有什么作用？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span>4. </span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>常= 992;的广告非媒介方式主= ;要有哪些？<span lang=3DEN-US> <o:p></o:p></span></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><span style=3D'mso-spacerun:yes'>    </span></span><span style=3D'font-size:12.0pt;line-height:150%;font-family:SimSun'>四 = 289;论述题广告工作者的= ;系统思维有哪两层含&#= 20041;？<span lang=3DEN-US><span style=3D'mso-spacerun:yes'>  </span><o:p></o:p></sp= an></span></p> <p class=3DMsoNormal style=3D'line-height:150%'><span lang=3DEN-US style=3D= 'font-size: 12.0pt;line-height:150%;font-family:SimSun'><o:p> </o:p></span></p> </div> </body> </html> ------=_NextPart_01C9EDA7.FB0D8B60 Content-Location: file:///C:/268528C8/ggch.files/header.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" <html xmlns:v=3D"urn:schemas-microsoft-com:vml" xmlns:o=3D"urn:schemas-microsoft-com:office:office" xmlns:w=3D"urn:schemas-microsoft-com:office:word" xmlns=3D"http://www.w3.org/TR/REC-html40"> <head> <meta http-equiv=3DContent-Type content=3D"text/html; charset=3Dus-ascii"> <meta name=3DProgId content=3DWord.Document> <meta name=3DGenerator content=3D"Microsoft Word 11"> <meta name=3DOriginator content=3D"Microsoft Word 11"> <link 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