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课程实践指南
专业年级2014级市场营销专业
课程名称广告学
指导教师罗健
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20年月日
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本次作业中的任务
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小组承诺书
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书目
《广告策划》实践训练1——广告调查与分析
策略单·····························································
1.主题1市场调研··················································
2.主题2消费需求分析··············································
3.主题3目标市场预料··············································
4.主题4目标市场细分··············································
5.主题5SWOT战略分析·············································
6.主题6目标市场选择··············································
7.主题7目标市场定位··············································
8.市场分析报告······················································
9.广告策划调研报告··················································
《广告策划》实践训练2——传播策略
10.主题8广告策略···························································
1．广告的目标························································
2．目标市场策略······················································
3．产品定位策略······················································
4．广告知求策略······················································
5．广告表现策略······················································
6．传播策略··························································
11.主题9广告支配··························································
1．广告目标··························································
2．广告时间··························································
3．广告的目标市场····················································
4．活动支配··························································
5．广告的诉求对象····················································
6．广告的诉求重点····················································
7．广告主题与表现····················································
8．广告发布支配······················································
9．广告费用预算···
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