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广告与营销策划

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1. 广告学威廉·阿伦斯经典之作;
2. 全美广告学的佛罗里达大学等百所知名大学采用;
3. 广告学领域畅销的教科书,自1989年首版以来,十一次再版,畅销全球,业已成为“界定广告学教科书标准”的经典著作《广告与营销策划》改编自全球畅销书《当代广告学》(第11版)。《当代广告学》是一部源于美国、畅销全球、为广告学教材的编写“界定标准”的经典教科书。
4. 《广告与营销策划》共分5章,讲述了广告学中有关广告策划这一重要部分。主要论述了营销与消费者行为、市场细分与营销组合、如何为广告策划收集信息、整合营销传播以及媒介战略策划等内容。

Content Description

《广告与营销策划》改编自全球畅销书《当代广告学》(第11版)。《当代广告学》先后被翻译成多种文字出版发行,受到学界和商界两方面的认可和赞誉,被公认为该领域的一本经典教科书。
《广告与营销策划》根据《当代广告学》中“营销策划”部分相关内容改编而成,共分5 章。主要论述了营销与消费者行为、市场细分与营销组合、如何为广告策划收集信息、整合营销传播以及媒介战略策划等内容。本书清晰揭示了广告与营销策划的实际操作,篇幅适中,案例丰富,适合高等院校普通文科、新闻、传媒和工商管理类专业的学生使用,同时,对广告从业人员也是一本不可多得的参考书。
Author Description

威廉·阿伦斯(William F。 Arens, 1941-2006),美国广告界备受尊敬的知名人士,既是一位活跃的创业企业家,同时又将其毕生奉献给了广告教育事业。由他撰写的《当代广告学》自1989年首版以来,十几次再版,畅销全球,业已成为“界定广告学教科书标准”的经典著作。
2006年他身患罕见的神经性疾病,在顽强地与病魔作斗争中全面修订完《当代广告学》第11版后离世。包括中国在内的全球数百万受益于他的广告学子感念他。

迈克尔·维戈尔德(Michael F。 Weigold),佛罗里达大学广告学教授、获奖学者。

克里斯蒂安·阿伦斯 (Christian Arens),广告界资深人士,威廉·阿伦斯子。

Comments

这是一本广告学经典教材。这本教材在脉络的清晰、资料的新颖上都有其独到之处;并同时兼顾了实际操作性与艺术感染力。对广告学的学习者来说,是一本不可多得的教材。作为本书的译者,我们深深地为阿伦斯这位曾经“帮助界定了广告学教材应该如何编写”的广告老兵的坚守而感动。
——丁俊杰 中国传媒大学教授,博士生导师,前中国传媒大学副校长,中国广告协会学术委员会主任

前一阵子,《中国广告》杂志让我写一个“影响当代中国广告进程的20本书”的名单,我毫不犹豫地列进了这本《当代广告学》。
—— 徐智明 龙之媒广告书店、快书包网上书店,董事长

Catalogue

引言营销战略与广告战略的制定
第1 章营销与消费者行为:广告活动的基础
广告的营销大环境
营销与广告的关系
顾客需要与产品效用
广告实验室1-A :了解需要与效用
交换、感知与满足
营销过程的主要参与者
顾客
市场
卖主
消费者行为:广告战略的关键
了解消费者的重要性
消费者决策过程:概述
消费者行为中的个人过程
消费者感知过程
学习与劝服:消费者如何处理信息
消费者动机过程
人际因素对消费者行为的影响
家庭影响
社会影响
伦理问题:营销抑或利用
文化和亚文化的影响
非人员因素对消费者行为的影响
时间
场所
环境
购买决策和购后评价
广告实验室1-B :在广告制作中运用消费者行为原则
第2 章市场细分与营销组合:广告战略中的决定性因素
市场细分过程
细分消费品市场:找到正确的缝隙市场
伦理问题:品牌特殊定位可能导致品牌转换
消费心态细分
广告实验室2-A :市场细分:狗的作用
细分企业市场与政府市场:了解组织购买行为
聚合细分市场
目标营销过程
目标市场的选择
营销组合:产品与市场配合的战略
广告实验室2-B :了解产品元素--星巴克咖啡
广告与产品要素
产品生命周期
产品分类
产品定位
产品差异
产品品牌术
产品包装
广告与价格要素
影响价格的重要因素
广告与分销(场所)要素
直接分销
广告实验室2-C :星巴克与场所要素
间接分销
垂直营销体系:特许经营的发展
广告与传播(促销)要素
人员推销
广告
广告实验室2-D :价格与促销
直复营销
公共关系
辅助材料
销售推广
营销组合小结
第3 章调查:为广告策划收集信息
调查在营销与广告中的必要性
什么是营销调查
什么是广告调查
在广告决策中运用调查
广告战略调查
制定创意概念
事前测试和事后测试
调查过程的步骤
第一步:形势分析与问题界定
第二步:非正式(试)调查的实施
第三步:调查目的的确立
第四步:正式调查的实施
对照表:广告事前测试方法
对照表:广告事后测试方法
第五步:调查结果的解释与汇报
广告调查中的重要问题
正式定量调查实施中应该考虑的因素
伦理问题:调查统计是敌是友
对照表:如何编写有效的问卷
收集国际市场的初级资料
第4 章营销策划与广告策划:自上而下式、自下而上式与
整合营销传播
营销计划
营销策划的重要性
营销计划书对广告的作用
自上而下式营销
广告实验室4-A :营销战的战略
伦理问题:比较广告之战
自下而上式营销:小企业如何进行策划
营销新秘诀:关系营销
关系的重要性
关系层次
运用整合营销传播使关系发挥作用
整合营销传播:概念与过程
整合营销传播各层面
营销策划与广告策划的整合营销传播方法
整合营销传播对广告学的意义
广告计划
检查营销计划
确定广告目标
广告战略与创意组合
广告档案:创意组合的战略应用
成功策划的秘诀
广告资金分配
广告:对未来销售的投资
广告实验室4-B :广告对销售的经济效应
资金划拨方法
对照表:确定广告预算的方法
基本结论
第5 章媒介战略策划:寻找通往市场之门
媒介策划:科学与创造在广告中的整合
挑战
媒介选择的增加
广告实验室5-A :吸引顾客的非常规媒介
媒介在营销方案中的作用
伦理问题:代理费制带来的道德困境
媒介策划大纲
确定媒介目标
受众目标
讯息分布目标
增强到达率、频次和持续性:媒介策划艺术
制定媒介战略:媒介组合
媒介组合因素:5M
影响媒介战略决策的因素
对照表:国际媒介策划
媒介战略陈述
媒介战术:媒介载体的选择与排期
广告实验室5-B :媒介选择:优势快速对照表
选择单个媒介载体的标准
外国媒介的经济性
组合媒介的协同效应
媒介排期方法计算机在媒介选择和排期中的运用
附录A营销计划大纲
附录B广告计划大纲
专业术语表
注释
Book Abstract

广告的营销大环境
任何一位广告主都面临着这样一个永恒的挑战:如何通过媒介将自己的产品、服务及观念有效地传递给买方。要做到这一点,他们必须首先理解产品与市场之间的重要关系,这种关系恰好是市场营销的分内之事。然而,营销的作用常常被人误解,偶尔还被人忽略。比如,大家都知道,没有适当的财力支撑,一家企业很难生存;没有生产,就无产品可卖。但企业如何才能知道应该生产什么产品和服务?或向谁出售?通过什么渠道出售?这就是营销的事了。
一个企业的繁荣昌盛,关键在于它是否有能力吸引并留住那些愿意而且能够为本企业的产品和服务付费的顾客。这就意味着企业必须能识别自己的潜在顾客——他们住在何处?在哪里工作?如何休闲?然后,还要了解他们的需要、欲望和企盼;为满足这些欲望而制造产品、提供服务;最后,还要用能与之形成共鸣的方式和他们沟通,将那些信息传递给他们。
本章将对营销进行定义和描述,明确广告在营销职能中的恰当地位,介绍最终塑造广告的人性因素。我们将会发现,广告与营销之间的关系极为重要。
营销与广告的关系
市场营销或营销(marketing)是企业策划并实施其产品概念、产品定价政策、产品促销与分销的一个经营过程,这个产品既可以指商品,也可以指服务、品牌甚或观念。营销的终极目的是引起交换,满足个人或团体感知到的需要和欲望,实现他(们)的目标。广告只不过是营销活动所运用的促销或传播过程中的众多工具之一,但如何做广告,在哪里发布广告,这些在很大程度上都取决于营销组合的其他因素以及广告的预定对象。
顾客需要与产品效用
对营销的这一界定表明,顾客需要和产品满足需要的能力之间的特殊关系是一个非常重要的因素,我们称之为产品的效用。效用(utility)是产品满足功能性需求和象征性(或心理)需求的能力,7 而广告的一大功能便是传播这种效用。因此,有的广告夸产品性能如何好,有的广告则说产品如何高贵、如何性感、如何有身份等等。广告实验室1-A 将对需要与效用之间的重要联系进行讨论。
企业通过营销调查来发现市场上有什么需要和欲望,以便根据政治、经济和社会趋势来确定产品的共同特点,其目的是利用这些信息塑造产品,即设计产品,再通过制造、重新包装或广告,更加充分地满足顾客的需要和欲望。例如,福特汽车专门针对新新人类以及婴儿潮一代开发出一款名为Focus 的低价位、运动紧凑型汽车。可供选择的附件包括运动行李架、别致的可移动宠物架,还附带一个可折叠的食物盘。所有这些设计都可以防止物品在座位上四处滑动。公司还为购买者提供花式或漩涡式车厢外表以及不同材料的座位面料,如羊毛、针织品或合成橡胶。
……
Introduction

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欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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