广告策划方案的广告设计说明书.docxVIP

摘要 酒文化历史悠久，也有更多种类，白酒、啤酒、红酒在日常生活中少不了它们的身影，但随着人们生活方式的改变，人们开始追求一些不一样的产品来满足多元化的需求，丰富生活情调，营养健康、口味独特将成为消费的趋势。便衍生出微醺的果酒，奶酒，等等产品，西域春奶啤作为低酒精饮品，奶啤酒精度仅3%，虽然奶啤的酒精度与啤酒的相接近，但啤酒的色泽又是奶啤无法取代的。 西域春奶啤也因其独特的口感和低度数特性，让饮酒文化变得丰富起来，有很大的宣传推广空间，为此我们制定了“我有小啤气”的西域春奶啤广告策划方案。西域春奶啤广告策划方案从调研报告中分析出奶啤的主要消费群体是年轻女性，消费群体的主要购买诉求是感性诉求，从而推导出西域春奶啤的主题“我有小啤气”。啤气同音脾气，符合西域春奶啤主要消费群体的性格，小脾气不是坏脾气，是可以被接受、可以被感受、可以被理解的小动作和小情绪。 关键词：我有小啤气；西域春奶啤；广告策划 Western Region Spring milk beer ——I have a small temper Wine culture has a long history and more varieties. Baijiu, beer and red wine are indispensable in daily life. However, with the change of peoples lifestyle, people begin to pursue some different products to meet diversified needs, enrich life style, nutrition, health and unique taste will become the consumption trend. It produces slightly drunk fruit wine, milk wine, and other products. As a low-alcohol drink, the accuracy of milk beer is only 3%. Although the accuracy of milk beer is close to that of beer, the color of beer cannot be replaced by milk beer.According to the analysis of the industry research report, the main consumer The advertising planning scheme of Xiyu spring milk beer analyzes from the research report that the main consumer group of milk beer is young women, and the main purchase appeal of the consumer group is emotional appeal, so as to deduce the theme of Xiyu spring milk beer I have little beer gas. Beer gas homonymous temper is in line with the personality of the main consumer groups of spring milk beer in the western regions. A small temper is not a bad temper, but a small action and emotion that can be accepted, felt and understood. Key words:I have a small temper ; Western Region Spring milk beer ; advertising planning 目录 1 引 言 1 2 我有小啤气《西域春奶啤》广告策划方案总体概括 1 2.1 广告调研与分析 1 2.2 广告目标 1 2.3 广告传播主题的解读 1 2.4 广告策略 2 3 我有小啤气《西域春奶啤》广告策划方案的广告设计 3 3.1 POP广告设计 3 3.2 户外广告设计 4 3.3 新品包装设计 5 3.4杂志广告设计 6 3.5 微信公众号软文 7 4 我有小啤气《西域春奶啤》广告策划方案对品牌的意义 8 5 结论 9 致 谢 10 参考文献