市场行销-目的是为了传播价值.PPT

* 案例二 客户: IBM PSG 挑战: 没有零售优势，市场份额和广告投入明显落后竞争者 策略: 用针对特定目标消费群的促销配合广告 解决方案: 用平面广告，重点城市的促销，互联网 上作促销 结果: 到达率十分高，ROI高 活动现场撷英 圣诞节 “世纪厚礼，魅力挡不住” 活动现场撷英 圣诞节 “世纪厚礼，魅力挡不住” 活动直邮品 BOC用户促销 活动直邮品 律师和注册会计师促销 活动现场撷英 西安中国银行长城卡用户促销 活动现场撷英 上海大学校园产品展示和热卖 活动现场撷英 上海记者促销 活动现场撷英 上海喜力网球赛联合促销 活动现场撷英 广州e-cake 活动现场撷英 成都交大智能小区促销 案例三 客户: 迈威网 挑战: 网站新，没有知名度； 策略: 用广告攻势短期之内提高知名度 解决方案: 电视，平面，户外广告和公关活动配合用平面广告，、 互联网上作促销 结果: 到达率十分高，Pageview 上到100万 Launch Campaign - TV Commercial MyWeb launch campaign TVC were launched in BJ at Aug. 6st. Through dialogues between local Beijing figures, they conveyed the message that MyWeb is a lifestyle portal, providing unique services: on-line beauty contest, virtual stock market, electronic map and remote education. Launch Campaign - Billboard A unipole billboard was set up in high-traffic area of BJ - Guanghua Road. In collaboration with the talents in TVC, the billboard serves as a reminder to put MyWeb at the top of people’s mind. Launch Campaign - Print Ad Print ads were placed on most influential BJ local mass media, like BJ Youth Daily and BJ Evening News. The ads elaborate on two services already released on MyWeb: online beauty contest and virtual stock market. Launch Campaign - Print Ad These two ads were published on IT prints, aiming at attracting current Internet users. Highly exaggerated and powerful headlines are used to arouse their interest and drive them to web. Bus Ads were launched in Beijing SH in January, 2000. It repositioned MyWeb as a hot entertainment web site. Sustaining As - Bus Ad Two Banner ads also addressing the same services with print ads were released on Sina, Sohu Netease. This is to attract Internet users to visit MyWeb website as well as to add more exposure of MyWeb. Launch Campaign - Gif Banner In order to promote the launch of MyWeb “Winner’s Channel”, Metro Posters will be on air in Beijing Subway in January. By closely connecting the creative with subway scene, the poste