20XX年食品类广告策划书模板.docVIP

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20XX年食品类广告策划书模板.doc

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黔五福蔬菜猪肉干策划案设计 PAGE PAGE 1 黔五福有点意思蔬菜猪肉干广告策划书策划单位：尚上策文化传播公司策划人员：廖玉菡（业务主管）段清洋（策划部长）侯晓妍（市场调查部长）肖世伟（公关部长）李勇（美术设计部长）吴克祥（文案撰写部长）目录　一、前言·····························4 二、市场分析····························4 （一）产品分析····························4 （二）市场分析····························5 （三）企业经营状况分析·························5 （四）消费者分析·························6 （五）企业竞争状况分析····························11 （六）企业产品SWOT分析·························11 三、广告策略····························13矚慫润厲钐瘗睞枥庑赖賃軔朧碍鳝绢懣硯涛镕頃赎巯驂雞虯从躜鞯烧论雛办罴噓剥淚軔琿閔馐虯圓绅锾潴苏琺锅苁。（一）非媒介策略····························13 1．产品改进策略····························13 2．价格策略····························13 3．产品定位策略····························14 4．促销策略····························14 5．渠道策略····························14 6．公关策略····························15 （二）媒介策略····························16 1.广告目标····························16 2.市场细分····························16 3.产品定位策略····························17 4.广告诉求策略····························17 5.广告表现策略····························17 四、广告媒介发布计划····························18 （一）媒介整体战略思想·························18 （二）媒介投放具体档期安排·························19 1．电视媒介·························19 2.广播媒介········