(露友)广告策划书

露友健步鞋

——贵阳地区广告策划书

银狐广告公司

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目 录

一、前言································2 二、市场分析······························2 （一）产品分析·····························2 （二）市场分析·····························3 （三）企业经营状况分析·························4 （四）消费者分析····························5 （五）企业竞争状况分析·························10 （六）企业产品SWOT分析·························10 三、广告策略··································11 （一）营销策略··································11

1．价格策略··································11 2．产品定位策略······················· ·····11 3．促销策略··································12 4．渠道策略··································12 5．公关策略··································12 （二）媒介策略··································13

1.广告目标··································13 2.市场细分··································13 3.产品定位策略····························13 4.广告诉求策略····························14 5.广告表现策略····························14

四、广告媒介发布计划····························14 （一）媒介整体战略思想·················· ·······15 （二）媒介投放具体档期安排·························15

1．网络（电视）媒介··················· ······16 2.户外公交媒介····························16 五、广告费用预算······················· ·····16 六、广告效果预测及评估························· 16 七、 附件·································17 （一）露友健步鞋调查问卷·························& …… 此处隐藏：7835字，全部文档内容请下载后查看。喜欢就下载吧 ……