广告策划做为广告活动的起点,往往是决定广告成功的关键。现代广告做为市场经济的标志,它以广告人的智慧和技能的全面体现而获得客户、市场、消费者及广告业同仁的充分认识,形成优秀的社会文化产品,促进社会经济的良性发展。因此,公共意识是一位广告策划者思维的基础。 1、客户与市场从客户手中接过广告意向书起,广告策划者就必须站在客户的立场上进行市场调查与分析,并对客户的产品规模、样式、质量、影响等分类进行细致的研究,向客户提出良好的积极可行的广告建议,通过实事求是的态度和意见,使客户进一步了解自身产品的优势,以及在市场同类 Ad planning as a starting point for advertising campaigns, often determines the success of advertising key. As a symbol of market economy, modern advertisement obtains full recognition of clients, market, consumers and advertising colleagues with its comprehensive expression of wisdom and skills of advertisers, forming excellent social and cultural products and promoting sound social and economic development. Therefore, public awareness is the basis of an advertising planner’s thinking. 1, the customer and the market From the hands of the client took the advertisement letter of intent, the ad planner must stand on the customer’s position for market research and analysis, and the customer’s product size, style, quality, impact and other categories of detailed study, Advise clients of good and viable advertising advice, through the attitude of seeking truth from facts and opinions, so that customers better understand the advantages of their products, as well as similar in the market