曼卡龙创意广告策划书材料.doc

目录 一．营销环境分析 1.1珠宝行业总体的经济形势·····································1 1.2总体的消费者的消费态势·····································1 1.3总体的消费者的消费态势·····································1 1.4珠宝产业的发展趋势·········································1 1.5营销环境分析总结···········································1 消费者分析 2.1主要消费者的分析···········································2 2.2潜在的消费者分析···········································3 Migo产品分析 3.1Migo产品的名称·············································3 3.2Migo产品的背景·············································3 3.3Migo产品的材质和性能·······································3 3.4Migo在三个层次上与消费者的形象沟通·························4 3.5产品的定位·················································4 3.6产品定位的优势·············································4 曼卡龙和竞争对手周大福的竞争状况分析 4.1主要竞争对手···············································4 4.2市场占有率分析·············································4 4.3周大福的基本情况···········································5 4.4曼卡龙与周大福的比较·······································5 4.5主要问题点·················································5 广告效果评估 5.1广告表现形式···············································6 5.2广告效果···················································6 5.3广告总结···················································6 曼卡龙广告媒介策略 6.1对媒介策略的总体表述·······································7 6.2媒介地域···················································7 6.3媒介类型···················································7 6.4媒介的选择·················································8 6.5选择的主要媒介·············································8 七．广告投入费用预算 7.1广告的策划创意费用·········································9 7.2广告设计费用···············································9 7.3广告制作费用···············································9 7.4广告媒介费用···············································9 7.5其他活动所需要的费用······································10 7.6机动费用··················································10 7.7费用总额··················································10 营销环境的分析 1