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酒店广告策划要怎么达到目标与明确的预算呢?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-07 14:37:59 查看次数:

酒店广告策划要怎么达到目标与明确的预算呢?
   (1)酒店广告目标
    酒店广告目标,是酒店借助广告活动,在规划期内所期望达到的最终效果。广告目标对广告总体活动具有指导意义,也是制定广告战略和策划的首要步骤及准则。
    广告目标的确定,取决与酒店经营目标和市场状况,如产品所处的生命周期、竞争对手战略、酒店的市场地位等。
    完整的广告目标包括:时间跨度,即广告活动的规划期,从何时起至何时止;地域界限,即广告活动传播的地域范围;目标受众,面向哪一部分广告受众进行宣传;性质描述,即期望通过广告活动达到什么样的效果,比如,是销售量上升还是美誉度提高;数量指标,这是广告实施后进行效果评定的重要依据。
    酒店广告目标可分为三种类型:通知型、说服型和提醒型。通知型广告主要用于新酒店开业或新产品入市阶段,目的在于树立品牌,推出新的服务;说服型广告的目的是培养消费者对某种酒店品牌设计的需求,从而在众多竞争者中选择所宣传的品牌;提醒型广告一般在酒店经营走向成熟时进行,目的是维持和强调消费者对酒店的记忆。
   (2)酒店广告预算
    广告是有偿地使用媒体来进行宣传的,因此广告必须投入大量的费用。酒店在广告策划时必须根据广告目标和自身能力对广告费用的提取和使用作出预算。
    在实践中,酒店广告费用的提取常见的有三种方法:定率提取法。如某酒店全年的销售额为1000万元,则酒店按3%的比率提取广告费,该酒店全年的广告费应为30万元。
    竞争比照法是酒店根据主要竞争对手的广告费支出水平来确定自己相应广告费用。一般来讲,酒店应尽可能保持同竞争对手差不多的广告费用水平。
    能力支付法是酒店量力而行,根据财务能力来决定预算。酒店有多少财力就做多大的广告预算。
  
A hotel advertising planning how to achieve the objectives and a clear budget?
   (1) hotel advertising goals
    Hotel advertising goals, is a hotel with the advertising campaign, expected to achieve the final results in the planning period. The advertising goals of guiding significance of advertising in general activities, but also to develop the advertising strategy and planning, the first steps and guidelines.
    Advertising target depends on the hotel business objectives and market conditions, such as the life cycle of the product in which the competitor strategy, the hotel's market position and so on.
    Advertising objectives include: the time span, the planning of the campaign period, from when until when only; geographical boundaries, the geographical scope of the campaign spread; target audience, for which part of the ad audience publicity; nature of the description

What kind of effect, that is, expect to achieve through the campaign, for example, the increase in sales or reputation to improve; number of indicators, which is an important basis for effect evaluation after the implementation of the ad.
    Hotel advertising goals can be divided into three types: type of notice, to convince the type and type remind. The notice advertising for the new hotel opening or new product into the market stage, aims to establish a brand, launch new services; persuasive advertising purpose is to train

Consumer demand for a certain brand, so choose the advertised brand in the number of competitors; remind advertising generally carried out in the hotel business maturity, the objective is to maintain and emphasize the memory of the consumer on the hotel.
   (2) hotel advertising budget
    Advertising is paid using the media for publicity, advertising must invest a lot of costs. Hotel advertising costs of extraction and use of advertising plan must be based on advertising goals and their own ability to budget.
    In practice, the extraction of the hotel advertising costs are common, there are three methods: the fixed rate of extraction. Such as a hotel sales throughout the year to 10 million yuan, the hotel rate of 3% of the extract advertising, the advertising of the hotel throughout the year to 30 million.
    Competition cf France is a hotel based on the level of advertising expenditures of the main competitors to determine their own advertising costs. In general, the hotel should be maintained with the competitors about the same level of advertising costs.
    Ability to pay France is a hotel within our capabilities, in accordance with the financial ability to decide on the budget. The hotel how much financial resources to do much advertising budget.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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