As an integrated communication plan, what are the characteristics of advertising planning?

Overall industry description.

own development status and resources.

Future prospects.

The distinguishing features of integrated marketing communications are as follows:

1. Be consistent in all creative elements of marketing communication. For example, the same slogan, label description, and the same industry characteristics can be used in all advertisements and other forms of marketing communication in a marketing communication tactic.

2. Psychological continuity refers to the consistent attitude towards the institution and the brand, which is the consumer's perception of the company's "voice" and "character", which can be achieved through a consistent theme, image or tone of voice throughout all advertisements and other forms of marketing communication.

3. The orientation of strategy is to design to achieve strategic corporate goals. Many marketing communications professionals produce creative advertising that deeply moves audiences and even wins advertising or communications awards, but does not necessarily contribute to the organization's strategic goals, such as sales, market share, and profit targets.

4. The strategic focus of a marketing communication tactics can be promoted, and the information must be designed to achieve a special strategic goal, and the best must be selected by considering the strategic goal.

5. All the information disseminated through different marketing communication tools should be related to each other. Strategic orientation emphasizes the consistency of all elements, both physical and psychological, in a marketing strategy.

The concept of integrated marketing is broad, I think it can be understood as any kind of marketing, such as event marketing, conference marketing, and so on.

I don't know what you are asking about this basic concept and connotation, if it is written academically, etc., it should be to find relevant textbooks, Philip. Kotler's marketing is classical.

If it's just for your own work, you may need more specific information, otherwise a lot of it will be very empty.

Pro, the following are the characteristics of integrated marketing communication:

Integrated Communication Planning Features:

1) Extensiveness of content: In the era of comprehensive service and the era of separation of communication, advertising planning only involves part of the communication activities related to corporate marketing activities - advertising activities, while other communication activities, such as public relations activities, event marketing, packaging, etc., are planned and executed by institutions other than advertising companies. In the era of integrated communication, advertising planning has expanded to integrated communication planning, and the content has also expanded from simple advertising activities to all information dissemination activities related to corporate marketing activities.

2) The integrity of the strategy: Advertising planning mainly involves the strategy of the advertising campaign, and rarely involves the strategy of other communication activities. Integrated communication planning should not only provide strategic guidance for advertising activities, but also provide an overall strategy for all external information dissemination activities of the enterprise, so the integrity of the strategy is more obvious.

3) Complexity of operation: Due to the expansion of planning content and the gradual distinctiveness of the overall strategy, integrated communication planning requires not only knowledge of multiple communication methods, but also proficiency in the operation skills of multiple communication methods. As a result, the operation has become more complex, and the quality of planners has also been put forward higher requirements.

Integrated marketing planning: also known as "integrated marketing communication".

Answer]: c. Advertising plan is the embodiment of advertising planning results. The advertising strategy is to express all the work content of the advertising strategy and vertical planning in the form of text sales, so the correct answer is C.

Answer]: BCD

In the complete advertising planning, the meaning of "planning" covers three levels: the strategy of taking luck, the technique of fighting and eliminating the old beams, and the plan. Therefore, the correct answer is to choose BCD for the case of Qi.

(1) The marketing strategy of the advertiser is the fundamental basis of advertising planning. Advertising is an important element of the marketing mix, directly serving the marketing of advertisers, so advertising planning cannot be separated from the guidance of advertisers' marketing strategies.

2) Advertising planning has its own specific procedures, which should be scientific and standardized, so as to ensure that advertising planning is not an aimless assumption and a lack of rules and regulations.

3) Advertising planning should put forward the overall strategy of the advertising campaign (activity), and the "advertising plan" that stays at the level of a specific action plan is not advertising planning.

4) Advertising planning is based on market research and beginning: Although the advertiser's marketing strategy has provided the basis for advertising planning, it is only unilateral from the advertiser, and it is not enough to show the whole picture of the market composed of consumers, products and competitors.

5) The appeal strategy, positioning strategy, performance strategy and media strategy of advertising are the core contents of advertising planning, which must be free from mediocrity and distinctive, but must have the quality of producing actual advertising effects.

6) The results of advertising planning are reflected in the form of advertising planning text.

7) The method of measuring the effectiveness of advertising should be pre-set in the advertising plan.

8) The purpose of advertising planning is to pursue the rationalization of the advertising process and the maximization of the advertising effect. The rationalization of the process means that the advertising campaign (activity) should be in line with the reality of the market and be able to adapt to the development of the market. Maximizing the effect means that the advertising plan should provide strategies and programs that can produce the best advertising effect.

Creativity is a part of advertising planning, and advertising creativity is needed to determine the advertising theme and how to transform the advertising theme into an advertisement that is acceptable to the appeal object. In advertising campaigns, planning is a strategic category, while creativity is a tactical category; Strategy is a macro strategy level regulation, while tactics refers to the method of implementing the strategic plan, and the trouser belt is the decision on the operational level of the implementation of the specific strategic plan; Strategic decisions are more fundamental than tactical decisions, and the difference between the two is certain. In this way, it is understood that "advertising is based on planning, and creativity is the core of information dissemination behavior" creativity is a part of advertising planning, and the advertising theme is determined, and how to transform the advertising theme into an advertisement that can be accepted by the appeal object, advertising creativity is needed.

In advertising campaigns, planning is a strategic category, while creativity is a tactical category; Strategy is a macro strategy level regulation, while tactics refers to the method of implementing the strategic plan, and is the decision on the operational level of the implementation of a specific strategic plan. Strategic decisions are more fundamental than tactical decisions, and the difference between the two is certain. Advertising should also be planned, planning is very creative, advertising is the successful advertising, it will bring benefits.