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华为手机广告策划.pdf 18页

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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

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