中国电信传媒行销策划培训课纲China telecom media marketing planning training class.docx
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中国电信传媒行销策划培训课纲China telecom media marketing planning training class.docx
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中国电信传媒行销策划培训课纲Chinatelecommediamarketingplanningtrainingclass
中国电信传媒行销策划培训课纲(Chinatelecommediamarketingplanningtrainingclass)
Advertisingmediamarketingeratothetraditionalcourse<>hasbeeninthepast,intheadvertisingmediamarketingarenatoday,howtomakeyourselfmoreeffectiveadvertisingmediastrategyvaluesolditisourkillerknight.Needtothinkabout,butalsothoseofUSmilitaryneedsthinkingproblems.Thebrainisthinkingofmarketingcontrolthelayout,wehavearesponsibilitytotellourconsumersbothadvertisersneedtopayattentiontothreepoints:
1.themostsuitableconsumeradvertisingmediaproducts.Notthebestthemostexpensiveadvertisingmediaproducts2.advertisingisnotapanacea,butleaveadvertisingisabsolutelynot.3.discountisyourproductquality.Advertisingisbanishedtoyoutheproductqualityincrease:
I.trendsinadvertisingmedia:
1.communicationandmediadevelopment
Frominformation,mediatocommunication
2.thedevelopmentofadvertisingmedia
Advertisingmediadevelopmentprocess
3-majormediaadvertisingfeatures
Priceandvalueofadvertisingmedia
4.,thelatesttrendsinadvertisingmedia
Crossmediacooperation
Brandbuilding
Enhanceserviceconsciousness
Two.Whatisadvertisingmediaplanning?
Knowthebasicsofadvertisingmediaplanningandadvertisingmedia
Three.Preparatoryworkofmediaplanning:
1.,marketresearchisoftopprioritytocompetitors,advertisers,advertisingcompanies
2.,howtodomarketresearch?
3.mediaproductsMarketResearchandotherproductsofthedifferenceandkeypoints;
Four.Planning,differentiationandkeypointsofTelecommediaproducts:
1.,marketpositioning(totakeagoodnamefortheproduct,suchaswindgodstandings
2.(pricingstrategy:
highprice=highqualitylowprice=lowqualitynoble=noble)
3.packingofproducts
4.,sellingpoints,marketingplanning(bothsingleandmoreintegrated)
5.,openthemainstreammediaandvulnerablemedia,thatis,auxiliarymedia;
6.mediasellseffectsandfeelings.Advertisersbuyeffects,profits,orprofits
7.mediasellsnotthemedia,buttheconsumers,thereaders,theaudience,andtheaudience
8.,thereisnobadmedia,onlyinappropriatemedia
9.advertisingmediamarketingplanningattheendoftheholidays;
10.advertisingeffectivenessisplannedout
11.mediaproductcostsneedtobeplanned
12.marketingplanningfordifferentmediaproducts(suchasoutdoor,LED.,businesscard,etc.)
13.,advertisingmedia'sownpropaganda(suchaspublicserviceads,earlymediareplacementandphysicalshock)
.......
Five.Investmentplanningandpropagandapointsoftelecommedia:
1.whydoyouwanttofindanadvertisingagency?
;
Thefourmajoradvertisingagenciestowin2.tricks;
3.,seektheeightstandardsoftheagentcompany:
4.typesofagents,modesofcooperation,financialsettlement,andspecificdivisionoflabor
5.proportionaldesign
Asellingoffandgeneralagency
B.quarterlyassessmentandannualassessment
(onlyastrongteamcanwinawin-winsituation.)onlywhenyouarestrongwillyougainrespectfromyouropponent
.......
Six、trainingofTelecommediasalesteam
1.mediaeffectivenesstraining
2.marketingstrategytraining
3.trainingofvisitingskills
4.salesteamrecruitment,organizationandmanagementtraining
5.industryorregionaldivisionmanagementtraining
.......
Seven.Telecommediaplanningsoftpropagandafocus
Softgentleswordsmanheartlesssword
Eight.HowtoevaluatethemediavalueandeffectivenessofTelecommedia?
1.refertoyourcompetitorsandpeers
2.howtomakeyourmediaproductsvalue-added?
;
3.mediaadvertisingmarketingandchargingmodel
4.mediapricingsystemandcostbudgetsetting
.......
Nine.Advertisingindustryisasunriseindustry;
Ten.SingleandintegratedmarketingprinciplesforTelecommediamarketing
Eleven.Thethreestrategiesofmediaproductmarketing;
(product.Programme.Strategy)
Twelve.Thewayandmodeofdealingwithadvertisingvalue
Thirteen.Howtomakedataandfactsspeak?
;
TypesofmediadatainChina
Applicationcategoryofdata
Commonmistakes
summary
TypesofmediadatainChina
Amethodoftelevisionaudiencemeasurement
Diarymethod
Personalmonitoringmethod
DiarymethodVSpersonalmonitor
Advertisingmonitoring
Majorsuppliers:
Fourteen,howtodomediadeliveryprogramforadvertisers?
;
Themethod,skillandtreatmentofthe1.stages;
2.,differentmediaadvertisingcopyofthedifference;
3.howtowriteadvertisingtheme;
.......
Fifteen.Howtoimprovetheserviceconsciousnessofadvertisingmedia?
:
1.understandingcustomerneeds
2.,protectcustomerrightsandinterests
3.providesufficientinformation
4.fairandtransparenthomework
5.providemediaselectionandschedulingsuggestiontocustomers
6.targetedproject
7.collectmarketinformation
8.,careaboutcustomermarketdevelopment
Sixteen,whatdoestheadvertiserreallyneed?
Whatcustomersneedisnotthemediaitself,buttheeffectofyourproductsalesandbrandvaluepromotion
Seventeen.Advertisingmediasalesmeanssellingideas
Whatdoestheeighteen.4Aadvertisingcompanyneed?
1.mediaopportunities:
2.recommendationsthroughouttheyear:
Partnership
Longtermappropriatemediaexecution
tailor-made
Innovationimplementation
Nineteen.Thedifferencebetweenlocaladvertisingcompanyandforeignadvertisingcompany:
1.localadvertisingcompany
Priceandrelationshiporientation
Themainpurposeistoobtainprofit,andserveasDeputy
Priceconcessions,earndifference
Flexibleoperation(throughtherelationshipcansolvetheleakage,paymentandrelaxation,deliveryrequirements,toobtainbetterposition,etc.)
Quickresponse(fasterorders,grabadvantage)
2.foreignjointventureadvertisingcompany
Professionalknowledgeandserviceoriented
Toservethemain,andthroughprofessionaloperationandcustomersetupawin-winlong-termrelationship
Hightransparency(opendiscounts)tobuildlong-termrelationshipswithcustomers
Strictoperation,workflowstepbystep,relativelyspeaking,morepreparatorywork,latereviewoutputeffectismorestrict
Timelyresponseandinplace,becausethecustomerhasspecificrequirements,sothedeliveryplanmustbeeffectivelyimplemented,cannotbearbitrarilychanged
Twenty.Advertisingcompanyoperationprocess
Whyunderstandtheadvertisingprocess?
Advertisingcompanyoperationsandstructure
Customerservice(businessorsales)
Creativedepartment(PlanningDepartment)
Productiondepartment(DesignDepartment)
MediaDepartment
Financeadministrationdepartment
Twenty-one,advertising,marketing,4Pandadvertisingideasandpresentations;
Advertisingmarketing4P
Typesofadvertising
Adcampaignsteps
Consumers,wewanttoinfluencetheobject;
Twenty-two.Mediadevelopmentprocess;
1.thedevelopmentofadvertisingmedia
2.advertisingmediadevelopmentprocess
Theearliestuseofthemediaas"advertised"government
In1880,P&G(Procter&Gamble)beganusingoutdoorviewing;
3.thedevelopmentofmodernadvertisingindustry
Twenty-threeadvertisingmediapricecalculation
1.CPM(costperthousand)
2.CPRP(perviewcost)
3.CPR(perpointofarrivalcost)
5.CostPerSales(costpersale)viewallarticlesbyPengXiaodong
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