诺基亚手机河源专卖店.doc

(NJY)WP系列智能手机

2014年第一季度广告策划书

XX职业技术学院二学年上半学期作业（2012123198）

2013.12.21

（防伪HJN819）

目录

一················································································································································前言

二········································································································································市场分析

三········································································································································产品分析

四········································································································································销售分析

五········································································································································广告战略

六·····································································具体方案

七····························································································································广告预算及分配

八································································································································广告效果预测

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威胁：网上购机的大趋势。电子商务的飞速发展，购物平台的逐步完善，使得网上购机成为大趋势。相对于实体店铺，网上购机的价格更为便宜。以目前比较流行的诺基亚Lumia520为例，实体店铺的售价在1300元到1450元左右。而网上商城的购机价格大致上在1000到1100元左右。大致上200元的差价使得大量年轻人群体往往会选择网上购机；大型电器商场和购物市场的冲击，国美、苏宁等一些大型家电卖场虽然在价格上同样比在网络购买贵一点，但是其良好的信誉、优质的售后服务以及质量保证往往是其成为购机的重要参考。

（五）广告战略

广告主要以网络，报纸，宣传单，户外广告的方式投放与XX市场，利用品牌优势宣传产品优点、以短期、紧凑为主，力求立竿见影。一针见血、直观地表现新手机的产品特性，影响消费心理，并诱导其产生购买行为以提高本公司所销售新系列手机的知名度以达到提高销售量的目的。广告投放的对象为中低收入人群，因其信息接触点主要为所投放广告点，且收入状况符合手机价格的承受力之内，是最佳宣传对象，能取得最好的宣传效果。

（六）具体方案

网络广告：于XX本地社交交流论坛，社交论坛，贴吧进行文字广告，以发帖置顶，于新闻网站粘贴二级连接等方式进行宣传，以达到获得关注度的目的。

报纸广告：于XX日报，XX晚报，XX乡情报等报纸版面投放短期大版面广告以便宣传。

户外广告：于人员流动量大的点张贴长期广告，如广场，火车站，商业中心等

宣传单：组织人员于XX源城中心商业街区派发宣传单页，以便信息更好的渗透和传播

（七）广告预算

网络广告：主要支出于XX新闻网费用2000元

报纸广告：6000元

户外广告：5000元

宣传单：单页制作费用500元，人员费用与机动组织费用1500元

总预算：15000元

（八）效果预测

经济效果。本次广告活动以全新的诺基亚和曾经的诺基亚为宣传点，广告内容属实，且通俗易懂，容易让人接受，同时也完全达到了计划要求。通过本次广告在源城区的投放，势必将在XX市场上较为可观的提高产品销售量，大大提高新