“SOLO”广告策划研究.pdfVIP

“SOLO”广告策划研究 摘 要 随着中国市场经济的渐趋成熟，房地产业正成为国内经济新的增长点。在竞争 日趋加剧的房地产营销环境中，广告与广告策划的作用得以凸现，一个成功的广告 策划甚至可以帮助一个陷入困境的房地产产品重新赢得市场。本论文对为楼盘取得 出色销售业绩起到重要作用的“SOLO 精舍”的广告策划中的几个主要问题进行研 究，对其显在的生活情报与隐在的产品情报结合的信息策略、定位精准的创意、风 格独异的广告表现、“跟随环绕”的媒体策略的得失做出评析，指出SOLO广告策 划所采取的 “等值模式”的科学性和适用性。认为在未来的房地产营销中，广告 策划应该更能发挥其传播作用。本文的研究，力求能够为房地产界特别是北京地区 的房地产营销和广告找出其可资借鉴的经验和教训。 关键词： SOLO 精舍，广告策划，策略 I “SOLO”广告策划研究 Abstract The real estate development becomes its up-to-date growing point. It has developed into its present condition system, mature and large scale. Following this development, the competition in real-estate industry is getting more and more intense, advertisement and advertising planning has become very important. A perfect advertising planning can bring the new market to the product. This paper studies the main problems of the advertising planning about one real estate project —— “solo”, which the advertisement is a key to its successful sales. It makes a further analysis of the main problems of the real-estate advertising planning, such as the tactics of advertising information, creative mix 、the tactics of advertising display, medium mix and the model of advertising planning. Key words ：solo, advertising planning, tactics II “SOLO”广告策划研究 目 录 摘 要 I Abstract II 目 录 III 第一章 引 言 1 第二章 确定科学的信息策略 2 2.1 产品与客户情报分析 2 2.2 广告信息策略 6 第三章 创意与表现策略分析 8 3.1 SOLO 广告的创意 8 3.2 风格独异的广告表现 9 3.3 SOLO 广告表现的败笔 10 第四章