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1、2. Promotional objectives identified. Enterprises have a specific promotional target in different periods and different market environment,. As for short-term sales targets, it is suitable to use advertsiments promotions and business marketings combination. As per long-term marketing goals, public r

2、elations promotions haave decisive significance. Corporations Should note that the choice of corporate marketing objectives must be subordinate to the overall corporate marketing objectives.3. Marketing message design. Corporations should focus on the design of the investigation content, what the ex

3、pressive demands of the enterprise promotion to the target audience are and to stimulate its response. Generally,demands are divided into the rational demands, emotional demands and moral demands three ways.4. Choice of communication channels. The communication channels of promotinal information tra

4、nsmission have two ways, staff communication channels and non-staff communication channels. Corporations recommend therir products face-to-face to the target buyers via the staff communication channels and will receive the feedback and make use of good word of mouth to expand the business and produc

5、ts visibility and reputation. Non-staff communication channels mainly refers to the mass media of communication. The organic combination of public communication and staff communication can exert better results.5. Determine the specific combination of promotions. According to different situations, mi

6、x personnel, merchandising, advertising, sales promotion and public relations these four ways appropriately to exert overall promotional effect. The factors should be considered are the product attributes, price, life cycle, characteristics of target markets and push or pull strategy.6. Promotional

7、budget design. Enterprises should design the way of marketing portfolio according to their own economic strength and the degree of interference during the publicity. If the enterprise marketing expenses are ample, the enterprise can use several promotions at the same time;on the other hand, it has t

8、o consider the choice to spend less promotional approach.Advertising is a format of sales promotion which aims to increase understanding and trust as well as expand sales through a certain media to sell products or solicit forwarding services to the customers. Ads has special functions and effective

9、ness in the marketing .1. Ads is the biggest, fastest and widest message dissemination medium. Through advertising, enterprises or companies can transfer the product features and services, functions and supply manufacturers such information to the consumers so as to communicate the relationship betw

10、een both producer and demander, causing the consumers attention and interest to promote the purchase.2. Advertisement can stimulate and induce consumption. Consumers demand for a product is often a potential demand for this potential demand is sometimes contradictory to the purchase action. The visu

11、al, sensory mapping, as well as induction caused by advertisement often stimulate the consumers desire to consume. Since some inexpensive, readily marketable new products are not known to consumers, it is hard to open up the market for them, while once they are advertised, consumers will purchase on

12、e after another. In addition, the repeated rendering and stimulation of advertisements will also extend the products visibility, and even a certain sense of trust. It will lead to an increase in purchase volume as well.3. Ads can better introduce product knowledge to guide consumption. Corporations

13、can comprehensively introduce the product performance, quality, uses, repair installation and so on through the advertisements and allay their fears and eliminate their worries arising from repair, maintenance, installation and other issues in order to bring the desire of buying.4. Ads can promote t

14、he development of new products, new technology. It is cumbersome and slow to promote the new products or new technologies by administrative means and there area lot of limitations while new products, new technologies can meet directly with the consumers through advertisements and rapidly gain a firm

15、 foothold in the market and gain success.In essence, promotion is a marketing communication activitie that marketers （information providers, or the sender） issue a variety of information as a stimulator, and transfer the message to one or more target audiences （ie, recipient information, such as aud

16、ience , readers, consumers or users, etc.）, in order to influence their attitudes and behavior.Usually,there are five kinds of advertising strategies as a stimulator of: 1. The advertising strategies product strategy,namely,the advertising product strategy;2. The market advertising strategies the ma

17、rket objectives, namely, the advertising market strategy; 3. The marketing strategy adopted so as to cooperate with the time taken by ads,namely, advertising strategy released time;4. The marketing strategy adopted so as to cooperate with the regional marketing ,namely, the advertising media strateg

18、ies;5. The marketing strategy adopted so as to cooperate with the performance of the ads. Advertisement strategy must focus on objectives, because they will vary from place to place because of merchandise, people,time and place and it should be in line with the consumer psychology.（1） To change due

19、to different objects. The problem most concerned about by consumers and the strongest desire of people is the design of the advertisement theme resource. For example: when design a bike ad, its theme should be different for city or rural areas. The former should be emphasized beautiful, lightweight

20、and fashionable while the latter should be highlighted the load capacity and durability. As long as the subject is correct, ads will have a strong attraction, in order to receive good results.If the ads ignore the consumers desire and have the subjective speculation only to show off their products,

21、the consumers may ignore them or have a suspicion of王婆卖瓜. If the ads can seize the tendency of market demand, meet the consumers psychology, such ads will be able to impact so that customers can feel that the merchandise the ads promote is what they are thinking and looking for.（2） To change from ti

22、me to time. The focus of advertising should be different at different times. 1, When the enterprises adopt different marketing strategies, the focus of the ads should be different. When the market penetration strategy is used, the ads should focus on the products good performance, reasonable price,

23、excellent services so as to facilitate the cultivation of consumer preference for its brand, expand the market share; when the market development strategy is used, its appropriate to emphasize products relative merits with a view to invasive market, quickly open the market.2, According to the consum

24、ers different purchasing stages, the focus of ads should also be different. In the preparation stage of purchase, corporate advertisement mainly cause the consumers attention and stimulate the emergence of purchase motivation. Therefore, it is necessary to introduce products, mainly enhance awarenes

25、s; in the purchasing stage, the main task is to cultivat the feelings of customers in order to make their determination to buy the products earlier. Therefore, the emphasis should be placed on purchase convenience, considerate service, or small inventory; in the after-sales stage, the mission of the

26、 advertisement does not end, it is even more important in a sense. At the moment, the best advertisement can make consumers enhance their purchase decision-making confidence, improve the subjective value of the products in use.3, In different stages of the product life cycle, it is necessary to adop

27、t different advertising strategies. In input period, it is proper to adopt the report of ads, that is, mainly introduce the emergence of major Product, highlight the novelty, attract the attention of consumers, make them have the perception that the merchandise can meet their needs, have the purchas

28、e of desire; in period of growth and maturity, it is better to adopt the persuasive ads, that is, in order to attract more customers to buy merchandise of the enterprise. The ads should focus on recommending brands and trademarks, highlighingt the relative merits in order to stimulate customers sele

29、ctive demands, resulting in preference; in the recession period, it is wise to use more reminding ads, which may be suitable for some peoples habits, maintain a certain volume of sales,so as to prevent products being prematurely eliminated. At this time the focus of promotional ads should be enterpr

30、ises image, long history of the merchandise, qualitys reliability and so on.In short, due to the change of object and time, highlighting the theme of ads, this is the core issue of advertising strategies.（3） The advertisement always use a persuasive way to attract consumers purchase, in order to achieve the purpose of persuading, firstly, to resort to emotional factors, namely to make use of those stimulating elements which can transfer p