广告策划书Microsoft Word 文档.docVIP

海信互联网电视机策划书 目录 第一部分： 市场分析························································· 国家经济形势和产业政策····································· 产品分析··················································· 消费者分析················································· 竞争态势分析··············································· 第二部分： 广告战略·························································· （一）广告目标分析·················································· （二）广告对象分析·················································· （三）广告地区分析·················································· （四）广告创意分析·················································· （五）广告目标市场·················································· 第三部分 广告策略···························································· （一）定位策略······················································· （二）诉求策略······················································· （三）媒体策略······················································· （四）表现策略······················································ 第四部分 广告计划···························································· （一）广告工作计划··················································· （二）广告发布计划·················································· （三）辅助活动计划················································· 第五部分 广告效果预测······················································ 前言 成立于1969年的海信集团是一家特大型信息产业集团公司，多来来，海信一直坚持“技术立企”、“稳健经营”，健康持续发展。进入21世纪，海信以强大的科研力量作为后盾，以优秀的国际化经营团对为支撑，加快了企业的扩张速度。形成了多媒体、家电、通信、IT智能系统、现代家居和服务等产业板块。08年海信集团实现销售收入489亿元，在中国电子信息百强企业中名列前茅。 互联网电视机是海信集团新推出的新款产品，为配合海信集团合肥分部的新款电视机推广计划，特进行此次的广告策划，本次策划将以互联网电视机独特的应用功能，以全新的市场形象向市场推出。 本次的策划书结构如下： 市场分析-——国家产业政策、、消费者情况，、产品分析，竞争态势等 广告战略——广告目标、广告对象、广告地区分析、广告创意等。 广告策略——定位策略、诉求策略、媒体策略等。 广告计划——广告预算、广告发布计划、辅助活动计划等 广告效果预测——对于广告有可能产生的效果进行预测。 本次的策划活动是本广告公司的员工的集体努力的结晶，因此，若集团不采用本策划书，请勿对本策划书进行改动或对部分内容进行引用。 第一部分 市场分析 (一)、国家的经济形势与产业政策。 新世纪