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1、朗動汽車2014年度廣告策劃方案彭倩2013年10月目錄前言·····························································1一、策劃目的·····················································2二、營銷環(huán)境分析·················································2（一）競爭對手分析···············································2（二）消費者分析·························
2、························2（三）銷售渠道分析···············································3（四）前期廣告效果分析···········································4（五）產(chǎn)品SWOT分析··············································4三、產(chǎn)品分析·····················································4四、廣告定位·······································
3、··············5（一）市場定位···················································5（一）商品定位···················································5（二）廣告定位···················································5（三）廣告對象定位···············································5一、廣告策略·············································
4、········5（一）廣告目的···················································5（二）廣告訴求···················································6（三）廣告分期···················································6（四）廣告媒介···················································6二、廣告統(tǒng)一設(shè)計···············································
5、··7（一）電視廣告策劃···············································7（二）廣播廣告策劃···············································7（三）報刊及廣告牌廣告策劃·······································7一、預(yù)算分配·····················································7二、廣告活動的效果預(yù)測和監(jiān)控·····································8（一）廣告效果的預(yù)測········
6、·····································8（二）廣告效果的監(jiān)控·············································8前言我們生活在快節(jié)奏的信息時代，在日常生活中，我們會接觸到各式各樣的商品以及各種形式的廣告宣傳，企業(yè)通過這些廣告宣傳讓消費者了解自己的商品，同時也擴大了企業(yè)自身及其商品在社會中的影響力。廣告宣傳無疑是最好的促銷手段，甚至有些廣告成為了企業(yè)最耀眼的明信片。因此，各個企業(yè)都會為自己的產(chǎn)品選擇特有的宣傳廣告和宣傳方式。當(dāng)前，北京現(xiàn)代已是中國第三大汽車制造商、北京市第一大汽車制造商，在國內(nèi)汽車行業(yè)的市場占有率為6.7
7、%，在低、中、高消費市場均有自己的產(chǎn)品。朗動汽車是北京現(xiàn)代旗下推出的中高端產(chǎn)品。朗動汽車的廣告在報刊雜志、廣播電視等媒介上都有過刊登播放，就目前的信息反饋來看，朗動汽車的廣告宣傳在擴大產(chǎn)品知名度這方面取得了理想的效果，但廣告的不足則是在宣傳產(chǎn)品定位的方面顯得不夠明確，消費者還不能通過廣告所展現(xiàn)的內(nèi)容清楚朗動汽車與北京現(xiàn)代其他各型汽車的具體區(qū)別以及車型的檔次的區(qū)別。朗動汽車2014年度的廣告目的主要
