广告学广告实战例子奥迪(ppt24).ppt

广告学教程 Advertising Directory 广告实战案例Advertising Real Case 超越 在顶峰之后一汽大众“奥迪A6”上市传播 Agency：上海灵狮广告有限公司 奥迪在广告策略中遵循延续进取而内敛的品牌个性和“车、人”辉映的传播形式来突出产品的优势，更要映衬“人”的卓越，提出源自产品高于产品、与目标群共鸣的先进理念和思想为品牌主张，在传播上也达到高度，彰显优势姿态。 市场背景 课题 奥迪面对5年一度的产品大改变（机遇？挑战？） 与灵狮6年的合作 上市宣传 新产品形象的明晰 产品的改变与优势 品牌资产的遵循与延展 原有品牌不良形象的转变 传播策略与市场推广策略的配合 领导品牌 阻击追赶的最有效手段： 创新 （产品的创新 传播的传新） 策略思考总结 传播执行规划 创意表现 第一阶段平面广告 道路篇 奥迪A6水滴系列-火山篇(最佳创意奖) 奥迪A6水滴系列-马奔篇(最佳创意奖) 奥迪A6水滴系列-瀑布篇(最佳创意奖) 广告效果 完 The End * * We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. 内敛的品牌个性+“车、人”辉映的传播形式 We believe that the power of advertising, we also believe that the brand strength, we be