酒店廣告策劃要怎么達(dá)到目標(biāo)與明確的預(yù)算呢？

酒店廣告策劃要怎么達(dá)到目標(biāo)與明確的預(yù)算呢？ 
   （1）酒店廣告目標(biāo)
    酒店廣告目標(biāo)，是酒店借助廣告活動(dòng)，在規(guī)劃期內(nèi)所期望達(dá)到的最終效果。廣告目標(biāo)對(duì)廣告總體活動(dòng)具有指導(dǎo)意義，也是制定廣告戰(zhàn)略和策劃的首要步驟及準(zhǔn)則。
    廣告目標(biāo)的確定，取決與酒店經(jīng)營(yíng)目標(biāo)和市場(chǎng)狀況，如產(chǎn)品所處的生命周期、競(jìng)爭(zhēng)對(duì)手戰(zhàn)略、酒店的市場(chǎng)地位等。
    完整的廣告目標(biāo)包括：時(shí)間跨度，即廣告活動(dòng)的規(guī)劃期，從何時(shí)起至何時(shí)止；地域界限，即廣告活動(dòng)傳播的地域范圍；目標(biāo)受眾，面向哪一部分廣告受眾進(jìn)行宣傳；性質(zhì)描述，即期望通過(guò)廣告活動(dòng)達(dá)到什么樣的效果，比如，是銷售量上升還是美譽(yù)度提高；數(shù)量指標(biāo)，這是廣告實(shí)施后進(jìn)行效果評(píng)定的重要依據(jù)。
    酒店廣告目標(biāo)可分為三種類型：通知型、說(shuō)服型和提醒型。通知型廣告主要用于新酒店開業(yè)或新產(chǎn)品入市階段，目的在于樹立品牌，推出新的服務(wù)；說(shuō)服型廣告的目的是培養(yǎng)消費(fèi)者對(duì)某種酒店品牌設(shè)計(jì)的需求，從而在眾多競(jìng)爭(zhēng)者中選擇所宣傳的品牌；提醒型廣告一般在酒店經(jīng)營(yíng)走向成熟時(shí)進(jìn)行，目的是維持和強(qiáng)調(diào)消費(fèi)者對(duì)酒店的記憶。
   （2）酒店廣告預(yù)算
    廣告是有償?shù)厥褂妹襟w來(lái)進(jìn)行宣傳的，因此廣告必須投入大量的費(fèi)用。酒店在廣告策劃時(shí)必須根據(jù)廣告目標(biāo)和自身能力對(duì)廣告費(fèi)用的提取和使用作出預(yù)算。
    在實(shí)踐中，酒店廣告費(fèi)用的提取常見的有三種方法：定率提取法。如某酒店全年的銷售額為1000萬(wàn)元，則酒店按3%的比率提取廣告費(fèi)，該酒店全年的廣告費(fèi)應(yīng)為30萬(wàn)元。
    競(jìng)爭(zhēng)比照法是酒店根據(jù)主要競(jìng)爭(zhēng)對(duì)手的廣告費(fèi)支出水平來(lái)確定自己相應(yīng)廣告費(fèi)用。一般來(lái)講，酒店應(yīng)盡可能保持同競(jìng)爭(zhēng)對(duì)手差不多的廣告費(fèi)用水平。
    能力支付法是酒店量力而行，根據(jù)財(cái)務(wù)能力來(lái)決定預(yù)算。酒店有多少財(cái)力就做多大的廣告預(yù)算。
  
A hotel advertising planning how to achieve the objectives and a clear budget?
   (1) hotel advertising goals
    Hotel advertising goals, is a hotel with the advertising campaign, expected to achieve the final results in the planning period. The advertising goals of guiding significance of advertising in general activities, but also to develop the advertising strategy and planning, the first steps and guidelines.
    Advertising target depends on the hotel business objectives and market conditions, such as the life cycle of the product in which the competitor strategy, the hotel's market position and so on.
    Advertising objectives include: the time span, the planning of the campaign period, from when until when only; geographical boundaries, the geographical scope of the campaign spread; target audience, for which part of the ad audience publicity; nature of the description

What kind of effect, that is, expect to achieve through the campaign, for example, the increase in sales or reputation to improve; number of indicators, which is an important basis for effect evaluation after the implementation of the ad.
    Hotel advertising goals can be divided into three types: type of notice, to convince the type and type remind. The notice advertising for the new hotel opening or new product into the market stage, aims to establish a brand, launch new services; persuasive advertising purpose is to train

Consumer demand for a certain brand, so choose the advertised brand in the number of competitors; remind advertising generally carried out in the hotel business maturity, the objective is to maintain and emphasize the memory of the consumer on the hotel.
   (2) hotel advertising budget
    Advertising is paid using the media for publicity, advertising must invest a lot of costs. Hotel advertising costs of extraction and use of advertising plan must be based on advertising goals and their own ability to budget.
    In practice, the extraction of the hotel advertising costs are common, there are three methods: the fixed rate of extraction. Such as a hotel sales throughout the year to 10 million yuan, the hotel rate of 3% of the extract advertising, the advertising of the hotel throughout the year to 30 million.
    Competition cf France is a hotel based on the level of advertising expenditures of the main competitors to determine their own advertising costs. In general, the hotel should be maintained with the competitors about the same level of advertising costs.
    Ability to pay France is a hotel within our capabilities, in accordance with the financial ability to decide on the budget. The hotel how much financial resources to do much advertising budget.