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雪碧饮料广告策划书

2017-10-25 30页 doc 150KB 57阅读

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雪碧饮料广告策划书雪碧饮料广告策划书 课程名称: 广告策划 题 目: 雪碧饮料广告策划书 学生姓名: 学 号: 班 级: 专 业: 指导教师: 2014 年 06 月 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, hi...
雪碧饮料广告策划书
雪碧饮料广告策划书 课程名称: 广告策划 题 目: 雪碧饮料广告策划书 学生姓名: 学 号: 班 级: 专 业: 指导教师: 2014 年 06 月 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 目录 一. 市场分析 .......................................... 4 (一) 营销环境分析 ................................... 4 (二) 消费者分析 ..................................... 4 (三) 产品分析 ....................................... 4 (四)竞争对手状况分析 ................................. 4 二. 广告策略 .......................................... 5 (一)企业目标 ........................................ 6 (二) 广告地区........................................ 6 (三)目标市场策略 ..................................... 6 (四)广告表现策略„„„„„„„„„„„„„„„„„„6 (五)整合传播策略„„„„„„„„„„„„„„„„„„6 三. 广告实施 ...................................... 7 (一) 广告目标 ....................................... 7 (二) 广告活动安排 ................................... 7 (三)广告表现 ........................................ 8 (1) 媒介报价表 ....................................... 9 (2) 媒介安排 ....................................... 11 (四)广告费用预算 ..................... 错误~未定义书签。 附录 “雪碧市场调查”„„„„„„„„„„„„„„„„11 四. 最终回馈„„„„„„„„„„„„„„„„„„„„„12 自我评价„„„„„„„„„„„„„„„„„„„„„12 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 前言 雪碧(Sprite)是可口可乐公司1961年在美国推出的柠檬味型软饮料,主要以绿,蓝色贴纸配以绿,蓝或绿色透明瓶装于市面出售。主要成分是碳酸水(水、二氧化碳)、白砂糖、柠檬酸、香料、苯甲酸钠,不含咖啡因。每100毫升含有热量195kj 蛋白质0g 脂肪0g 碳水化合物11g。 “Sprite” 饮料于1961年在美国市场推出,是可口可乐公司用来对付于1929年已经以“锂化柠檬”(Lithiated Lemon)为名而大受欢迎的七喜饮品。便迅速成长为世界碳酸饮料市场的热销品牌之一。可口可乐把“Sprite”作为引入中国市场的主要战略品牌,并融合中国传统文化音译成“雪碧”,在汉语中有纯洁、清凉的含义,使人在炎热的夏季里联想到一片纷飞的白雪,一潭清澈的碧水,顿时有一种清凉之感,产生“挡不住的诱惑”。“雪碧” 一贯奉行世界级明星代言策略,篮球明星科比?布莱恩特、国际天后张惠妹、世界跳水皇后伏明霞等先后倾情演绎年轻、时尚的品牌内涵,广告语“透心凉,心飞扬”曾成为年轻一代人争相传颂的“歌谣”,其品牌知名度几乎是家喻户晓、妇儒皆知,“雪碧”已成为我国柠檬味碳酸饮料市场的领导品牌。直至今天,“雪碧”的营业收入已经占可口可乐公司总收入的较大比例。 为了巩固雪碧饮料在中国广西梧州市场的地位,提高品牌的忠诚度、市场知名度与销售量,使品牌形象深入人心,形成稳固的市场。经过大量的市场调查后,特作出本次策划。 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa3 一. 市场分析 (一) 营销环境分析 今年广西梧州的市场上~各类果汁和蔬菜汁饮料类产品备受推崇~对碳酸饮料形成了一定的替代~消费者的选择空间很大~但是雪碧饮料仍是很多年轻人的钟爱~有着稳定的消费人群和消费需求。目前~由于生活水平的提高~消费者对健康越来越重视~碳酸饮料在乳饮料中所占的比重越来越低~以饮用水、果汁、茶饮料为代表的行业将成为软饮料行业日后发展的趋势。 (二) 消费者分析 许多年来~雪碧不断用创新的手段来加强与消费者的联系~“新一代的选择”和推崇“快乐自由”的风格广泛地被人们尤其是青年人所推崇~所以雪碧的消费者以青年人为主~通过问卷调查~梧州城市虽小但学校不少~有学院、职校等~因此年轻人居多~对产品销售有利。 (三) 产品分析 雪碧属于碳酸饮料~在碳酸饮料中占据着重要的地位。其主要竞争对手是可口可乐、百事可乐。 (四)竞争对手状况分析 (1) 竞争对手的基本情况 , 可口可乐 ,Coca-cola , 是世界名牌~品牌价值含量很高。 可口可乐公司~乃世界饮料行业巨头~年产值二百多亿美元~年盈利三十多亿美元。其可乐系列饮品占居全世界48%的市场份额~多年来一直堪称美国乃至世界跨国公司的典范。而在中国大陆~可口可乐公司投资的二十三家装瓶厂总产值约七十亿元~占据中国碳酸饮料市场的半壁河山。 可口可乐优势: A、产品口味优势。百年前那神秘诱人的碳酸水至今仍那么神秘~其独特醇厚、浓郁的口味几乎成了可乐类口味的象征。 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are B、管理优势。百年来积累起来的管理优势是可口可乐巨大的无形财富。 C、品牌优势。虽然在中国农村市场~这一优势并不明显~但可口可乐毕竟是全球公认的世界级品牌~非常可乐想拉走上亿名忠诚于可口可乐的城市青年~并不现实。 D、人才优势。“可口可乐”与“宝洁”公司并称为中国白领的“黄埔军校”。中国许多优秀的人才都向往可口可乐公司~而可口可乐公司也通过严格的培训、选拔、任用体系~造就了许多有用的人才。这一点校办厂出身的娃哈哈公司目前难与其争锋。 ,百事可乐 百事公司是世界上最成功的消费品公司之一~在全球200多个国家和地区拥有14万雇员~2004年销售收入293亿美元~为全球第四大食品和饮料公司。百事可乐几乎引领着中国饮料市场的发展趋势。 百事可乐优势: A、产品口味优势。百事可乐近几年十分注重本地化产品研发~针对中国消费者的口味推出了清凉黄瓜味和鲜脆虾味乐事薯片~获得了极大的成功。 B、管理优势。百事可乐的成功得益于其严格的。 C、品牌优势。百事可乐具有年轻、活力、激情四射的品牌形象~独特的音乐推销和名人广告效应使其品牌极具优势~因而消费群体庞大。 D、人才优势。百事集团选择人才有三个:“最聪明~最诚实~最具有推动力的实干精神”。非常聪明的人才~能量百分之百地释放~公司会给其提供高速发展的事业阶梯和优厚的报酬待遇~让他们很早地承担重要的责任~在各自的工作范围内有高度自由空间~以及其他优秀同事之间积极合作的工作环境。这就为百事集团造就了无数人才。 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa5 二. 广告策略 (一)企业目标 1、企业提出的目标 ,1, 通过广告,促销活动,在6月到9月这段时间,梧州市场销量增长20% ,2,使雪碧的品牌销售量超过其他碳酸饮料。 2、根据市场情况可以达到的目标 ,1,梧州市场销售量赶上和超过可口可乐、百事可乐。 ,2,使雪碧的品牌销售量明显上升。 (二) 广告地区 本次广告活动在梧州市市中心进行。 (三)目标市场策略 本次广告展开主要以青年人和家庭为主,将雪碧打造成炎热夏天的首选饮料。 (四) 广告表现策略 以平面广告和电视广告为主 A 平面广告文案 标题: 欢乐时刻 共享雪碧 广告语: 透心凉,心飞扬, 正文: 炎热夏天,雪碧与你同欢喜, 美好时光,雪碧陪你更欢乐, 雪碧,2012送好礼,不要错过呦, thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 随文:雪碧由可口可乐公司出品,国际品质,带给你冰一般的感觉. B 电视广告文案 口号:夏天已至喝雪碧! 画面一:周杰伦、林俊杰、何洁等明星在坐在行驶在沙漠上的卡车上,汗流浃背 画面二:林俊杰拧开一瓶雪碧仰头喝下,露出很爽的表情,随后跳下卡车,他跳下的正是一个凉爽的大海,然后车上的人也跟随他跳下去。 画外音:歌手Leigh Nash 的《Charmed Life》 (五)整合传播策略 ,1,媒介组合, a、主媒介,深入家庭的大众媒介,如有线电视、晚报、电视报、家庭杂志等。 b、次媒介, ?户外广告媒介,车体内外、候车亭等。户外视觉效果好,到达率高,价格相对低廉,主要突出产品品牌。 ?邮递广告、招贴、海报等。 ,2,媒介组合策略, a、时间组合策略, 户外媒体先行,大众媒体跟进,其它媒体配合。 b、空间组合策略, 广西电视台广告先行,报纸媒介为主,户外媒介跟进。 ,3,媒介选择, a、电视,选择目标市场梧州市有线电视台。 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa7 b、报纸,选择目标市场的梧州日报、周刊媒介。 三. 广告实施计划 (一) 广告目标 ,1, 在6月1日---9月30日期间百事可乐在广西梧州市场销量增长20%。 ,2, 雪碧的品牌销售额明显提高,并使许多潜在消费者变成品牌的忠诚消费者。 (二) 广告活动安排 ,1, 活动时间,6月1日---9月30日 ,2, 活动地点:梧州市各大超市 ,3, 活动内容, 主题,夏天,雪碧赠礼活动正在进行中。 口号:夏季有礼,雪碧同乐, 内容,A 凡是在此期间购买雪碧的消费者,凭购物小票可获得雪碧个性卡片一张,卡片上有国际明星和雪碧产品广告,。 B 凡是购买雪碧家庭装的消费者,可得到雪碧高级水杯一个,买两套以上家庭装的消费者可获得雪碧提供的家庭酒杯套装一套,限量, C 购买雪碧的消费者均可凭小票参加抽奖活动,奖品有,喜羊羊等精美礼品。 D 雪碧促销装。 (三)广告表现 平面广告 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 电视广告 口时 喝雪碧,清爽一夏! 号 间 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa9 画 周杰伦、林俊杰、何洁等明星在坐在行驶在沙漠上的卡车面 上,汗流浃背 4s 一 画林俊杰拧开一瓶雪碧仰头喝下,露出很爽的表情,随后跳 面下卡车,他跳下的正是一个凉爽的大海,然后车上的人也 7s 二 跟随他跳下去。 画 外歌手Leigh Nash 的《Charmed Life》 5s 音 车体广告: 用平面广告的设计图的放大图。 报纸广告: 2/1版,整个版面用雪碧的绿和蓝的标志颜色,中间做一个雪碧的饮料瓶,瓶内写雪碧的广告语,透心凉,心飞扬。 (1) 媒介报价表 媒介 播出时段 广告时间 广告次数 费用 时尚中国 15秒 2/天 2000 广西卫视 天气预报 12秒 1/天 2000 梧州电视台 新闻频道 10秒 4/天 1000 广西日报 1/2版 1/天 ------ 1200 梧州日报 1/2版 1/天 ------ 700 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are (2) 媒介安排 A 电视广告在活动期间播出。 B 报纸广告在活动期间发放。 C 车体广告和移动电视广告在活动期间进行。 (四)广告费用预算 ,1,广告设计与拍摄费30000元 ,2,广告媒介费40000元 ,3,机动费7600元 ,4,广告策划费25000元 ,5,促销及其他费用50000元 合计,152600元 附卷 “雪碧市场调查问卷” 1,请填写个人资料, 性别,a男 b女 年龄,a小于16岁 b16,30 c31,50 职业,a学生 b教师 c白领 d一般职工 e家庭主妇 f层次较高的自由职业者 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa11 2,您是否喝雪碧,,如回答"否",则不必回答第4题, a是 b否 3,您为什么不喝雪碧?,请如实填写以便我们改进,使雪碧更得人心, a口感不好 b担心发胖 c不喜欢喝碳酸类饮料 d气太足,胃受不了 e开瓶时担心洒到衣服上或喷到脸上 f其它 4,喜欢喝雪碧的理由,请选择最符合的3项,, a品牌知名度高 b觉得气流喷出也体现着一种年轻的时尚感 c包装时尚 d口感好 e价格公道 f朋友亲友推荐 g质量好 h有符合各种饮用场合的容量包装,携带、饮用、贮存方便 5,您通常在什么情况下最可能喝雪碧, a聚会时 b游玩时 c看球赛时 d口渴时 e思考时 f无聊时 g身心疲惫时 6,您最多在什么场所购买雪碧, a大型百货商场 b购物中心 c中型商店 d连锁超市 e便利店 f流动的饮料摊位 g小百货店 h想喝就买,不在乎在什么地方买 7,您喝的雪碧大多数是由谁来提供 / 购买的, a自己 b爸妈 c配偶 d朋友 e亲戚 f其它 8,如果让您来为雪碧挑选代言人,您会最偏向于谁, a科比 b周杰伦 cF4 d张靓颖 e平民百姓 f虚拟人物,如古墓丽影中的劳 拉等, 感谢您对雪碧的支持, thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 填写时间______年___月___日 自我评价: 通过这学期对广告学课程的学习和为期一周的广告策划实践环节,我对广告学得认知更加深入,对广告的策划了解也更加深入。现代社会是一个商品经济高度发展的社会,广告作为连接我们与商品社会的纽带,已经渗透到国民经济的各个领域,与人们的日常生活息息相关。随着我国市场经济体制的日益完善,广告的作用也越来越大,已经成为各行各业发展战略中不可缺少的组成部分,成为企业开拓市场、促销产品、树立形象的主要途径。而广告策划与创意又是广告的灵魂,是“广告赋予精神和生命”的活动。 广告策划的内容因具体策划活动的不同而不尽相同,大致可分为:?调研阶段,主要工作内容是根据策划活动的要求,通过各种和途径获取成功进行策划活动所需的信息。?分析阶段,则是根据调研阶段所获取的信息,根据本次策划活动的要求,对获得的信息进行深加工以求使复杂的环境条理化,寻找本次策划活动的优势和劣势,找准机会和问题点。主要内容包括市场环境分析,产品分析;消费者分析,分析以上过程,可以确定本企业在竞争中的地位和角色,可以针对消费者的心理与行为;采取不同的营销措施。?决策阶段,根据上面的分析结果,确定目标消费者和目标受众,广告目标、产品定位、表现策略、广告效果等,从本质上讲广告是一种以说服为目的的信息传播活动。广告能否针对目标消费者进行诉求,广告的诉求能否达到预期的效果,决定着广告活动的成败。除确定正确的诉求对象明确恰当的广告主题和诉求点,采用正确的诉求方式外,广告策划要追求最佳创意。 如何把广告主题和广告诉求转化为诉求对象所能接受的广告作品,这就需要广告创意、设计。实际上,广告运作是一个系统工程,包括策划、创意、设计、等过程,广告策划、创意是根据产品、市场目标、消费者,竞争对手等情况制定策略,寻找一个“说服”目标消费者的理由,并根据这个理由通过一定的表现手段来影响目标消费者的情感与行为,使其从广告中认识该产品给他带来的利益,从而促成其购买行动。 现代广告已步入整合营销策划传播时代,广告营销策划创意已不止于广告整体策划中的部分,而是贯穿也广告活动全过程。广告创意对于整体广告活动而言 s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa13 具有很大的战略意义。他是从企业的营销目标和实力出发,研究广告活动整体上如何与营销目标相适应,并寻求差异化的传播理念与实施方案,以实现企业的市场营销目标。 最后,广告是一种非常普遍的现象,已经成为人们日常生活中不可或缺的部分。随着市场化程度的不断提高,广告活动深入社会,经济,文化等各个方面,其作用和影响也日益彰显,因此,我们除了在这个学期的学习后,还要进一步了解进而掌握更多这门学科知识。 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are 指导老师评语: 签字: 年 月 日 成绩等级: 备注: s areeasurety for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, manch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibilirty brn of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the paormalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientatioical nivities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and politoser to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education actand clge of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, education, precision application strategy, so that every party member education, improve, ask the people really feel the chant in education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatmen ation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study andlement, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific imp"cookie", according to the actual situation of various levels, members of different positions, find the right characteristicsrty members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, pa15 thereby promoting the "two" study and education effectively carried out. Third classified guidance. I study and education, party members and cadres, has a silver lining. Reality, highlighted guidance to prevent the "flood irrigation" and prevent "cookie", according to the actual situation of various levels, members of different positions, find the right characteristics, put forward specific measures. First, to materialize. Units according to the educational plan, formulate their specific implementation The case, detailed implementation measures, the Central, provincial, municipal and local party committees for study and education requirements of principle into action, to implement specific measures. Second, to be precise. Differential treatment in education, precision application strategy, so that every party member education, improve, ask the people really feel the change of party members. Third, differences. Should reflect the differences, characteristics, both closely linked to the theme, and closer to the reality, make learning educational vitality and effectiveness. Four to catch daily. "Two" study and education activities is not a, and is mainly used to daily education, education, promote the construction of party's ideological and political normalization and institutionalization, adhere to the catch in the daily, is often central to "two" learn the basic orientation of education. We must maintain perseverance, tenacity and perseverance, continued promoting learning education. With the party branch as the basic unit, and give full play to the role of party branches and party branches to shoulder the main responsibility for, fully arouse the enthusiasm of party members involved in the education, ensuring that the organization is in place, measures are
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