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《朗動(dòng)市場營銷策劃方案(廣告)》由會(huì)員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、朗動(dòng)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(fèi)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(jì)···············································
5、··7(一)電視廣告策劃···············································7(二)廣播廣告策劃···············································7(三)報(bào)刊及廣告牌廣告策劃·······································7一、預(yù)算分配·····················································7二、廣告活動(dòng)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(shí)代,在日常生活中,我們會(huì)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(fèi)者了解自己的商品,同時(shí)也擴(kuò)大了企業(yè)自身及其商品在社會(huì)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(gè)企業(yè)都會(huì)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(fèi)市場均有自己的產(chǎn)品。朗動(dòng)汽車是北京現(xiàn)代旗下推出的中高端產(chǎn)品。朗動(dòng)汽車的廣告在報(bào)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(dòng)汽車的廣告宣傳在擴(kuò)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(fèi)者還不能通過廣告所展現(xiàn)的內(nèi)容清楚朗動(dòng)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(dòng)汽車2014年度的廣告目的主要