阳光100武广国际项目整合推广策划案.pptVIP

第五阶段//强销期 08年12月——09年 阶段目的：继续强势宣传，促进销售 推广主题：销售大捷，产品加推 采用的手段或手法：1、高调的广告宣传 2、情感式营销 主要工作：相关报稿及软文设计 Stage Objective: to continue strong advocacy to promote sales Promoting the theme: Sale major victory, and, more products The means or methods: 1, the high-profile advertising 2, emotion-Marketing Major work: Related to the draft text and soft design 第六阶段//新品推出 2009 阶段目的：视情况新品推出，消化余货 采用的手段或手法：1、情感式营销 2、促销策略 主要工作：相关报稿及软文设计 Stage Objective: To introduce new products, as appropriate, to digest more than goods The means or methods: 1, emotion-marketing 2, promotion strategy Major work: Related to the draft text and soft design FIVE // 媒介策略 Media Strategy 媒介参照：消费者获取房地产信息渠道 具体媒介包括 短信 潇湘晨报 长沙晚报 尊 品 报纸 单张 户外 网络：0731 杂志 新城市 楼书 Specific media, including 自有媒体 建议：本项目属大盘、名盘，开发周期较长，建议入市初期，用较多量的户外轰炸市场；传统媒体如报纸虽然关注度有所降低，但仍是是流媒体之一；网络的力量正在壮大，不可忽视；杂志和分众也是必须考虑的重要媒介。 Recommendations: The project is within the market, a disc, the development cycle is longer, the market initially proposed, to spend more of the outdoor market bombing; traditional media such as newspapers Although concern about the decrease, but still one yes yes streaming media; Network the force is expanding, and that must not be overlooked magazines and Focus is also important to consider the media. 短信: 潇湘晨报(70%) 长沙晚报(30%) 报纸(40%) 单张\楼书\路旗等印刷品(9.5%) ： 户外(35%)： 网站： (3%) ： 尊 品(4%)// 杂志(8%) 新城市(4%)// (0.5%) ： 活动及其它(3%): （广告总预算：按销售额的2.5%-3%计算,仅为大致分配，具体根据实际情况调整） 费用分配 Cost allocation FIVE // 阳光100品牌思考 brands Thinking 甚至让长沙人不记得有国际新城这个项目，只知道阳光100！ Changsha people do not even allow international Metro remember this item, I only know that sunlight 100! 阳光100是个很强势的品牌，长沙几乎人人皆知 a very strong brand, almost everyone knows Changsha 阳光100品牌印象 国际的/年轻的/时尚的/中端的/ International / young / fashion / midrange / 它是一个喝过洋墨水的27-35岁左右的年青人 它现代，时尚，洋气，与众不同！ 30-year-old young people, Its modern, stylish,洋气, unusual! 阳光100品牌印象 It is a drink foreign ink about the 与万科在长沙的亮相比较，阳光100更加年青，更富激情，国际化元素更足！ Vanke in Changsha and the appearance of comparison, th