一種被稱作“品牌標識”的新潮流對于作為企業戰略的宣傳手段特別是廣告戰略,必須徹底追求廣告效果的提升,掌握廣告費的投資效率。

       因為要策劃品牌,則非要以最受消費者矚目的電視為中心啦,預算只有兩億日元,一定要考慮使用最大功效的宣傳工具啦。把全部預算投入文體活動試試怎么樣啦等等,由于規模和時間不同,提議也各有千秋。到底哪種計劃最好呢?即使是成本最高的媒體電視廣告也有效果不明之處。所以在桌前編寫宣傳計劃時,都會有一種怕計劃落空的不安。

      如今生意人也好,廣告擔當者也罷,即使是對經營者來說,對于作為企業戰略的宣傳手段特別是廣告戰略,必須徹底追求廣告效果的提升,掌握廣告費的投資效率。

      在回收與廣告投資相應的成果時,應怎樣推進企業戰略呢?我想一邊介紹理論,一邊驗證其實踐構圖。即在怎樣的市場營銷意向下去完成品牌策劃的手法。

      As a new trend called "brand identity", the promotion of advertising effect and the investment efficiency of advertising expenses must be thoroughly pursued for the advertising strategy, especially the advertising strategy.

      Because if you want to plan a brand, you have to focus on the TV that attracts the most attention from consumers. The budget is only 200 million yen. You must consider using the most effective publicity tools. How about putting all the budget into cultural and sports activities? Due to the differences in scale and time, the proposals have their own merits. What's the best plan? Even the most expensive media and TV ads have some problems. So when you write a publicity plan at your desk, you will be worried that the plan will fail.

      Now, whether businessmen or advertising agents, even for operators, as a means of corporate strategy, especially advertising strategy, they must thoroughly pursue the improvement of advertising effect and master the investment efficiency of advertising expenses.

      How to promote the enterprise strategy when recycling the corresponding achievements of advertising investment? I want to introduce the theory and verify the practical composition. That is, in what kind of marketing intention to complete the brand planning.