| 广告策划的战略决策与策略运用研究 |
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| 引用本文： | 李振武,卢霞.广告策划的战略决策与策略运用研究[J].太原大学学报,2007,8(4):126-128. |
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| 作者姓名： | 李振武 卢霞 |
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| 作者单位： | 大同人民广播电台,生活台,山西,大同,037044 |
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| 摘 要： | 广告策划是广告制胜的关键。在实际操作环境下,如果不能准确把握广告战略与广告策略的内涵及关系,必然导致整个广告策划失败。鉴于此,有必要把广告战略与广告策略区别开来,掌握各自运用的要领。
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| 关 键 词： | 广告策划 战略 策略栽 |
| 文章编号： | 1671-5977（2007）04-0126-03 |
| 收稿时间： | 2007-11-05 |
| 修稿时间： | 2007年11月5日 |
Study of Strategic Decision of Advertisement Scheme and Its Appliance |
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| LI Zhen-wu,LU Xia.Study of Strategic Decision of Advertisement Scheme and Its Appliance[J].Journal of Taiyuan University,2007,8(4):126-128. |
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| Authors: | LI Zhen-wu LU Xia |
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| Abstract: | Advertisement Scheme is the key for advertisement to win.In the circumstances of practical operation,if the advertisement designer can not master the intension of advertisement strategy and tactic,and the relationship between them,he is bound to fail.So it's necessary for us to tell the difference between advertisement strategy and advertisement tactic and master their respective essentials. |
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| Keywords: | advertisement scheme strategy tactic |
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