《海尔冰柜新品上市活动媒介策略》.pptVIP

* * 通过声音和图象效果, 用硬性广告和专题性栏目的软文相结合的形式将海尔家庭冰柜新品的讯息灌输给广大目标和潜在用户 利用电视媒体的高覆盖的特点，炒做时尚生活新观念，让人们在“时尚家庭冰吧”生活概念的感知中，加深产品的认同 电视媒体从新品上市一开始就进行炒做, 根据媒体的预算跟进和配合整各新品上市营销活动 选择节目原则为：根据目标城市的目标群体的收视习惯建议选择以地方有线电视台为主，选择硬性广告和专题性栏目两种形式，以期用较少的预算达到最佳的效果 电视（支持媒体） * * On-Line作为有效的新兴媒体来支持此次新品上市活动的整合营销策略, 成为强势的媒体补充, 这充分考虑到我们的目标消费者对在线媒体的关注远远超过了传统媒体 选择在线广告应考虑其地域特点, 北京的新浪网和上海的二十一世纪网站都是可考虑的优势网站 新颖的On-Line广告形式，有充分的创意和文字空间来传达产品讯息和炒做时尚家庭冰吧的生活新概念 On-Line（支持媒体） * * 广播的特点是信息覆盖面广, 传讯速度快, 但相对其他媒体存在目标受众相对不集中. 针对特定的消费层, 不能最有效的直接到达, 所以建议根据媒体预算, 适当考虑 广播 * * 新品上市 促销期 维持期 （2001.6.15-7.15） （2001.7.15-8.15） （2001.8.15- ） 全国媒体19FP+TV30”+On-line 18FP+ On-line 16FP+ On-line 北京/上海/广州 9QP+ TV30”+On-line On-line On-line 南京/杭州/青岛 6QP+ TV30”+On-line On-line On-line 媒介周期重量 媒介金额重量 * * 媒介总重量 * * 广告媒体计划 略 (详见媒体计划表 ) * * SP/PR策略／方案 * What do we mean by that? What do we want to achieve? How do we reach there? Guided by our six pillars: Heritage - Ads were different, not just in how they looked or read. There was wit and craft. They appealed to people’s intelligence and sense of humor can be powerful. ‘Creative Revolution’ begins with us Our Goal - New creative revolution. Must change the game. Beyond intelligent ad making to complex task of brand building. Learning all skills. Lead the new age by being different. More effective. The biggest and best builder of brands. Battle Cry - Exist to create change. Ideas accountable for results. Better ideas moves our clients and their brands to new heights. We listen carefully to clients, to consumers to discover insight to spring ideas that can change the world Key - Effectiveness depends our ability to convince clients to make bold leaps. Ultimate success depend ability to forge trusting relationship. See through clients’ eyes. Relationship built by respondin