广告策划 Advertising Planning.doc

　　Advertising Planning ?　　This is a very large chapter with a lot of important information. Advertising planning takes a lot of work, but the extra effort is worth it. Working on your advertising plan today will pay off with more customers walking through the door tomorrow. 　　This chapter is oriented toward media advertising, but it applies equally to other marketing materials like brochures or direct mail. For more specific information on these, please also read the Effective Brochure Design and Direct Mail Advertising chapters. ?　　Why You Need A Marketing Plan First ?　　An effective advertising plan is only one part of your overall marketing plan. Effective advertising and promotional materials are born from your strong marketing plan. You want everything integrated and working together. The better your marketing plan is, the more effective your advertising plan will be. 　　1. Marketing is probably your company’s only source of income, and as such your marketing plan is probably the most important document you have. 　　2. Your marketing plan accurately describes your market, your customers, your products and services, and your competition. 　　3. Your marketing plan calculates the size or potential of your market. 　　4. Your marketing plan will help you to efficiently allocate money and resources. 　　5. Your marketing plan provides focus, guidance, and direction for effective advertising and business practices. 　　6. Your marketing plan positions your company in the marketplace. 　　7. Your marketing plan will help with proper customer management and retention. 　　8. Your marketing plan will define your communications strategy. It will help your entire company give a planned, clear, comprehensive, and consistent message to your customers, employees, investors, and business partners. 　　A strong marketing plan guides your advertising plan. You don’t want to back into an overall marketing strategy based on your advertising plan. 　　This doesn’t mean you need a fortydocument abou