奥迪A6L TDI深度体验方案.ppt

Media Selection Radio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou: FM904 traffic channel Network: Tencent Auto Channel Easy Car Network 事后传播调性 传播表现： 事件过程报道，4S店店头配合 参与者体验感言 优异的动力性能与经济节油及绿色环保的表现 方法手段： 活动专题网路试驾报道 Miniweb活动总结论坛 活动事件新闻花絮报道 使用者深度访谈以及活动手记 Subsequent dissemination of Tonality Communication Performance: Course of the incident report, 4S stores are the first line with Participants experience the reflections Excellent dynamic performance and economic performance of fuel-efficient and green environmental protection Methods and means: Activities feature online test drive report Forum Miniweb summary of activities Events News Snapshots report Notes from the user-depth interviews and activities 媒体传播效果评估 平面报广： 覆盖区域福州、厦门、泉州等主要城市 传播人群：一般消费人群100万人次以上 传播效果预估：建立奥迪TDI节能环保产品形象 电视电台： 覆盖区域福州、厦门、泉州等一线城市主要消费人群 传播人群：一般消费人群200万人次以上 传播效果预估：建立A6LTDI强劲动力的产品功能印象 网络媒体 覆盖区域东南小区主要汽车消费市场及人口 传播人群：汽车消费人群50万以上 传播效果预估：转换消费者对TDI发动机的产品误区 Media dissemination of impact assessment Plane reported widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Dissemination of population: general consumer population for more than 1 million passenger trips Dissemination of results expected: To establish the image of Audi TDI energy-saving green products Television and radio: Coverage area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line Dissemination of population: general consumer population for more than 2 million visitors Dissemination of results expected: the establishment of A6LTDI product features a strong impression of power Online Media South East District coverage area and population in the major automotive consumer market Dissemination of the crowd: Automotive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Mi