广告目标对广告运作的策略性指导

Strategic Importance of Targeting in Advertising

建立广告目标不仅为广告运作提出了任务，而且对广告策略的形成作了规定和指导。广告目标的建立作为广告运作的一个关键环节，首先是为了保证广告策略的形成，因此，广告目标不仅需要定量，同时也需要定性，这样它才可能对广告策划形成指导和调控，并且对广告传播效果给予完整的说明。

Targeting in advertising consists not only in proposing tasks but also , more importantly, in specifying its strategic guidelines. Targeting in this se nse is both a qualifying and a quantifying process that modifies and describes t he advertising effects.