统一冰红茶广告的策划与文案撰写讲述.ppt

统一冰红茶广告的策划与文案撰写 绿色食品生产与经营091班 张文雅 杨磊 2010.6.9 策划小组成员名单： 张文雅 杨磊 项目分工、项目负责人、客户及问卷撰写、问卷分析及调查报告撰写、创意策略及创意执行、策划报告撰写、策划报告检查：张文雅 杨磊 前言： 主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。 一、市场分析 ····················································3 （一）市场发展及现状··············································3 （二）现有市场竞争状况分析········································4 （三）消费者分析··················································4 （四）市场发展趋势分析············································4 （五）发展环境分析················································5 二、产品分析······················································5 （一）“统一冰红茶”功能特点分析···································5 （二）竞争对手的功能、特点分析····································6 三、销售与广告分析················································7 （一）“统一冰红茶”销售与广告现状·································7 （二）竞争对手的销售与广告策略····································8 四、企业营销战略策划··············································9 （一）“统一冰红茶”市场营销目标···································9 （二）“统一冰红茶”市场战略·······································9 五、“统一冰红茶”广告策略·········································10 （一）形象的问题点和优势··········································10 （二）广告目标····················································10 （三）广告策划主题：年轻无极限····································11 （四）广告创意设计························ 五、“统一冰红茶”广告策略·········································10 （一）形象的问题点和优势··········································10 （二）广告目标····················································10 （三）广告策划主题：年轻无极限····································11 （四）广告创意设计················································12 六、媒介策略······················································13 （一）对象媒体接收习惯············································13 （二）媒体组合策略················································13 （三）媒体选择策略················································13 （四）媒体广告预算················································13 七、公关营销策略··················································14 （一）目的········