营销策划决定着广告策划方向——广告策划必须体现4P意图及途径的教学体会

Marketing Planning Determining the orientation of Advertising Planning——Teaching Experience on the Inevibility for Advertising Planning to Embody the Intention and Approach of 4P

市场营销组合(the marketing mix),简称4P组合,是市场营销的核心理论,也是企业影响和刺激消费者需求的一种手段。营销策划是对企业营销整体战略与策略的运筹,决定着广告策划的方向,其实质是4P组合的过程。所以,广告策划必须体现4P意图。然而,广告策划如何做到体现4P意图,是教学的难点问题。4P组合析疑是前提,明确广告策划必须体现4P意图是关键,提出广告策划体现4P意图的途径是保证。

The Marketing Mix（or 4P for short） is a key theory of marketing management as well as an important approach for enterprises to influence and stimulate consumers＇ demand.Marketing planning is a kind of planning and management for the overall tactics and strategies of enterprises＇marketing and it determines the orientation of advertising planning,the essence of which is the combination of 4P.Therefore,advertising planning must embody the intention of 4P.However,how advertising planning can embody the intention of 4P is a difficult point in teaching.To solve the problem,some suggestions are given as follows： analyzing the 4P is the precondition;understanding that advertising planning must embody the intention of 4P is the key point;putting forward the approach to make advertising planning embody the intention of 4P is the guarantee.