论广告策划程序在广告创意中的作用

Function of advertisement planning procedure in advertising creativity

广告创意是广告的精神和生命力所在,而广告策划程序可以防止广告的随意性和无目的性表现,保证各子系统围绕一个明确的目标协调与统一,促使整个广告活动取得最佳效果,在广告创意中发挥着不可忽视的重要作用。本文对广告策划程序最为重要的四个步骤——广告市场与产品分析、广告定位、广告创意方向与策略、广告创意表现在广告创意中的作用进行分析。

Advertising creativity is the spirit and vitality of advertisement, the procedure of advertising planning can avoid the casual and aimless expression in advertisement, ensure that every subsystem focuses on a definite target orderly and in phase, and stimulate the whole spreading activity to gain the best effect. The thesis here analyzes the effects of the most important four parts analysis of advertising market and product, advertising position, orientation and strategy of advertising creativity, presentation of advertising creativity in advertising planning procedure.