体育赞助与广告英文介绍PPT

Sports Advertisement
Framework of ads management
ReseaБайду номын сангаасch
Campaign planning
Creative development
Media planning
Implementation and evaluation
Sports Advertisement
Sports Advertisement
Media strategy
media
newspapers
magazines
Outdoor
Features
Inexpensive Reach a mass audience Leisure reading Different consumer groups Uncomplicated message
Sports Advertisement
Sport Sponsorship and Advertisement
Sports Advertisement
Outline： Framework of ads management Campaign planning Creative strategy Media strategy Evaluation Ads videos
PEPSI系列.mpg PEPSI-曼联舒梅切尔.mpg
After the Pepsi Ad, could you please answer the following questions：
What are the main elements of a sport ad? What are the attractive feature of Pepsi ad?
Sports Advertisement
Creative strategy
Demonstration advertising – 使用说明型 Testimonial advertising – 现身说法型 Announcement advertising – 宣布推广型 Slice-of-life advertising – 日常生活型 Lifestyle advertising – 生活方式型 Unique selling proposition – 突出卖点型 Umbrella advertising – 背靠大树型 Honest twist advertising – 出奇制胜型 Imitation association - 属性联想型
Combination of newspaper and outdoor
Comprehensive, linking, interactive
hints
Eye-catching, targeting readers
Appearance and layout design
Appropriate time, Slogan, logo, date, ticket Frequency, element of mystery Humor, celebrity, pop music
Sports Advertisement
Evaluation
Identify the brand early? Simple, interesting and involving? Adopt audio and visual reinforcement? Link the brand to the image created? Important: Against these criteria does not mean a bad ads.
Sport Advertisement
Before the Pepsi Ad, could you please answer the following questions： how many Pepsi Ad can you remember? How many stars appeared in Pepsi ad? What impression did Pepsi ad give you before?
Radio
Television
Brochures, flyers Internet
Noisy environment, lack of visual images
Extremely cluttered, largest possible audience, most effective mechanism
NIKE-偷天和格斗.mpg NIKE-外星人决斗.mpg NIKE-机场和葡萄牙比赛.mpg
After the Nike Ad, could you please answer the following questions：
Sport Advertisement
Before the Nike Ad, could you please answer the following questions： how many Nike Ad can you remember? How many stars appeared in Nike ad?
Comprehensive information, targeting Easy, up-to-date
Sports Advertisement
Timing and cost
Cost-per-thousand:
CPM Cost 1000 Re ach
For example, if a radio commercial costs $200 and is estimated to reach 175 000 listeners, the CPM is $1.14.
Campaign planning
What is the purpose of the advertising? Who is it aimed at? What is promised? How will it be delivered? What will be the ‘personality’ of the product?