海飞丝广告策划案.pdf

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1、海飞丝广告策划书[广告策划小组名单:市场分析————-—————李文萍、刘晓洋广告策略—-————————孙敏、王晨广告计划————-—-———黄烁竹广告活动得效果预测与监控——潘萍婷调查问卷-———-——-——宋晓妮版面排版———--—————崔薇2015/12/1目录一、市场分析.........................................................................................3(一)营销环境分析..........

2、.................................................................3（二）消费者分析..........................................................................3(三)产品分析...................................................................................6（四)企业与竞争对手分

3、析.............................................................8二、广告策略.......................................................................................10(一）产品策略..............................................................................10(二）媒介策

4、略..............................................................................11(三)广告实施策略.........................................................................12三、广告计划................................................................................

5、.......12(一）广告目标..............................................................................12（二)广告时间：..........................................................................12(三）广告得目标市场:............................................................

6、......12（四)广告得诉求对象：...............................................................12(五）广告得诉求重点：...............................................................13（六）广告表现............................................................................13（七）广告发

7、布计划....................................................................14(八）其她活动计划......................................................................15（九）广告费用预算....................................................................15四、广告活动得效果预测与监控....

8、....................................................16（一)广告效果得事前测定.......................................................16(二)广告效果得事中测定..............................................................17(三)广告效果得事后测定................................