朗动市场营销的策划的方案广告-.docVIP

朗动汽车2014年度广告策划方案 彭倩 2013年10月 目 录 前言·····························································1 策划目的·····················································2 营销环境分析·················································2 竞争对手分析···············································2 消费者分析·················································2 销售渠道分析···············································3 前期广告效果分析···········································4 产品SWOT分析··············································4 产品分析·····················································4 广告定位·····················································5 市场定位···················································5 商品定位···················································5 广告定位···················································5 广告对象定位···············································5 广告策略·····················································5 广告目的···················································5 广告诉求···················································6 广告分期···················································6 广告媒介···················································6 广告统一设计·················································7 电视广告策划···············································7 广播广告策划···············································7 报刊及广告牌广告策划·······································7 预算分配·····················································7 广告活动的效果预测和监控·····································8 广告效果的预测·············································8 广告效果的监控·············································8 前言 我们生活在快节奏的信息时代，在日常生活中，我们会接触到各式各样的商品以及各种形式的广告宣传，企业通过这些广告宣传让消费者了解自己的商品，同时也扩大了企业自身及其商品在社会中的影响力。广告宣传无疑是最好的促销手段，甚至有些广告成为了企业最耀眼的明信片。因此，各个企业都会为自己的产品选择特有的宣传广告和宣传方式。 当前，北京现代已是中国第三大汽车制造商、北京市第一大汽车制造商，在国内汽车行业的市场占有率为6.7%，在低、中、高消费市场均有自己的产品。朗动汽车是北京现代旗下推出的中高端产品。朗动汽车的广告在报刊杂志、广播电视等媒介上都有过刊登播放，就目前的信息反馈来看，朗动汽车的广告宣传在扩大产品知名度这方面取得了理想的效果，但