新百伦广告策划书 目录
新百伦广告策划书
目录
第一章 绪 论 ............................................................................................................................... 1
1.选题背景 .............................................................................................. 错误!未定义书签。
第二章 分析 ................................................................................................... 错误!未定义书签。
1.1 环境分析 .......................................................................................... 错误!未定义书签。
1.1.1 宏观环境分析 ......................................................................................................... 2
1.2消费者分析 ......................................................................................................................... 3
1.2.1 消费者总体分析 ................................................................... 错误!未定义书签。
1.2.2 New balance的消费人群 ........................................................................................ 3
1.2.3 New balance的消费人群分析 ................................................................................ 3
1.3 产品分析 ............................................................................................................................ 4
1.3.1 New balance产品需求分析 .................................................................................... 4
1.3.2 New balance未来的发展趋势和目标 .................................................................... 6
1.3.3产品竞争力分析 ...................................................................................................... 6
1.3.4 New balance成功因素分析 .................................................................................... 7
1.3.5 New balance对行业的影响预测 ............................................................................ 7
1.4 竞争者分析 ........................................................................................................................ 7
1.4.1 Adidas .................................................................................... 错误!未定义书签。
1.4.2 Nike .......................................................................................................................... 8
第三章 广告策略 ............................................................................................................................. 8
3.1广告的目标 ....................................................................................... 错误!未定义书签。
3.2广告诉求的对象 ................................................................................................................. 9
3.3广告诉求的重点 ................................................................................................................. 9
3.4 广告文本 .......................................................................................................................... 11
新百伦夏洛克华生篇 ..................................................................................................... 11
3.4.1角色介绍 ................................................................................................................ 11
3.4.2广告文本 ................................................................................................................ 12
3.4.3广告表现内容 ........................................................................ 错误!未定义书签。
3.5广告发布计划 ................................................................................... 错误!未定义书签。
3.5.1广告发布的媒介 .................................................................... 错误!未定义书签。
3.5.2媒介组合策略.........................................................................................................13
3.5.3 促销媒体 ................................................................................ 错误!未定义书签。