广告宣传,在中国百姓的日常生活中,已成为须臾不可或缺的信息来源。电视广告作为一种巨大的力量,无时不在牵动着亿万人的手,让你心动。把产品做好不是一件易事,把广告做得“好看而有效”更不容易。因此,在进行广告活动时,更事先进行周密的策划。广告策划是决定电视广告成败的关键,在广告活动中具有相当重要的地位和特殊的意义。一、市场调查与分析是电视广告策划成功的前提条 Advertising campaigns have become an indispensable source of information for Chinese people in their daily lives. As a huge force, TV advertisements affect the hands of hundreds of millions of people at any time. Doing a good job is not an easy task. It is even harder to make advertisements look good and effective. Therefore, when planning advertising campaigns, more thorough planning is planned. Advertising planning is the key to determining the success or failure of television advertising. It has a very important status and special significance in advertising campaigns. I. Market research and analysis are prerequisites for the success of TV advertising planning