华为手机广告策划.pdf

华 为 智 能 手 机 广 告 策 划 书 指导老师： xxx 策划组长： xxx 组员： xxx 1 目 录 引言 ·····················································3 一、市场分析 ·············································3 （一）营销环境分析·······································3 （二）竞争状况分析·······································4 （三）消费者分析·········································4 （四）产品分析···········································4 （五）企业和竞争对手分析· ································6 （六）分析总结···········································7 二、广告策略 ·············································8 （一）广告目标策略·······································8 （二）广告定位策略·······································8 （三）广告诉求策略·······································9 三、广告创意 ············································11 （一）广告表现策略······································11 （二）广告创意表现······································12 四、广告媒介策划 ········································13 （一）媒介背景分析······································13 （二）目标消费者媒介分析· ·······························14 （三）媒介策略··········································14 五、广告预算分配及效果评估 ······························15 （一）广告制作预算······································16 （二）媒体投放预算······································16 （三）广告效果评估······································16 六、附录 ················································16 2 引言 手机最早是美国科技巨头摩托罗拉公司发明的。移动电话，通常称为手机，早期又有大 哥大的俗称，是可以在较广范围内使用的便携式电话终端。目前，已发展至 4G 时代。当前， 中国手机市场出货量持续增长， 市场在不断的扩大。全球市场研究机构 TrendFroce 发布了 2016 年第一季度全球智能手机统计报告。报告显示， 2016 年第一季度，全球智能手机出货约 2.92 亿部，环比下降 18.6%，同比则下降 1.3