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本文来源:曼朗 发布时间:2015-10-20 分享:
任何事物都由一定的元素组成,网络营销广告活动也不例外。广告活动的组成元素主要有如下部分:
广告主:广告必须有明确的广告主,广告主是指付费购买媒体的版面或时间,以促进产品销售、树立企业形象或传达消费观念的组织或个人。广告主可以是个人、企业、团体甚至国家。网络推广公司一般把广告主称之为“广告客户”,所以公司中专门负责同广告主联系沟通的角色叫做“客户主管”,或称AE(Account Executive)。广告主是广告活动的行为主体,是广告活动的发起者,广告信息的提供者,也是广告费用的承担者。在一次广告活动中,广告主必须是明确的。在广告中,有关广告主的信息要鲜明、突出、简洁,这样才易于广告接受者识别、记忆和理解,提高广告主产品的知名度、认知度和美誉度,使广告主得到充分的回报。再则,明确广告主也有利于明确广告责任。广告活动中对消费者的承诺应该是真实的。明确了广告主,可以防止欺骗性广告的出现,即使出现虚假和误导的广告信息,也能分清责任,有利于追究责任和纠正错误。
网络推广公司介绍商业广告活动中,广告主一般为企业,可分三个层次:①制造商;②批发商;③零售商。一般情况下,生产企业广告花费更多,而中间商则很少做广告。零售商的广告开支呈不断上升的趋势,尤其是一些大商场和品牌专卖店,更是经常通过广告来促销。同时,生产企业和零售商联合实施广告策略以互惠互利的情形也相当普遍。
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