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“广告策划,顾名思义,就是为客户的广告宣传活动出谋划策,以期实现最大的社会效益。”美国哈佛企业管理丛书中也说:“策划是一种程序,在本质上是一种运用脑力的理性行为。要找出事物间的因果关系,衡量未来可采取之途径,作为目前决策之依据,是广告策划的主要着眼点和主要任务之一。”那么,如何才能更好地运用因果关系这一哲学原理做好广告策划呢?一、广告在市场营销中的作用1.广告是市场营销的促销手段,它为市场营销服务,但又独立于市场营销,成为一种朝阳产业。广告作为一个朝阳产业,在市场经济的大潮中,发挥着重大的作用。
“Advertising planning, as its name suggests, is to provide advice for customers’ advertising campaigns in order to achieve maximum social benefits.” “The Harvard Business Management Series also states: ”Planning is a process that is essentially a use of brain power. Rational behavior. To find out the causal relationship between things, to measure the path that can be taken in the future, as the basis for current decisions, is one of the main focus and major tasks of advertising planning." Well, how can we better use cause and effect? This philosophical principle of relations is good for advertising planning. First, the role of advertising in marketing 1. Advertising is a marketing promotion method, it is marketing services, but independent of marketing, becoming a sunrise industry. As a sunrise industry, advertising plays an important role in the tide of the market economy.