第1页共234页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共234页《广告策划》周鸿铎主编第一章绪论....................................................................................................................................5第一节什么是策划................................................................................................................5一、策划的涵义..............................................................................................................5二、策划的演进..............................................................................................................6三、策划的功能..............................................................................................................7四、策划的类别和运作过程...........................................................................................8第二节广告和广告策划.........................................................................................................9一、广告和广告要素.......................................................................................................9二、广告策划................................................................................................................12三、广告策划的地位和任务.........................................................................................17第三节广告时机和区域策划...............................................................................................19一、广告时机策划.........................................................................................................19二、广告区域策划.........................................................................................................21第四节广告策略策划...........................................................................................................22一、广告策略策划.........................................................................................................22二、广告方式策划.........................................................................................................23第五节广告策划组织...........................................................................................................25一、广告策划者............................................................................................................25二、广告策划小组.........................................................................................................25第二章广告目标与广告预算.......................................................................................................27第一节广告目标..................................................................................................................28一、广告目标及其特点.................................................................................................28二、广告目标的类型.....................................................................................................29三、确定广告目标时应遵循的原则.............................................................................35第二节广告预算..................................................................................................................36一、广告预算的概念.....................................................................................................3...
