2002年上半年宝来宣传推广工作总结.ppt

2002年下半年宝来品牌工作目标： 1、调整宝来品牌走向，由原来理性诉求转移到比较感性的诉求；并且通过宝来品牌走向的调整，巩固前期成果，帮助提升品牌形象。 2、根据品牌方向和阶段性功能要求，合理安排下半公关活动，保证持续、有效地在公众面前曝光。 3、合理安排媒介投放，保证媒体组合有效性。 宝来传播策略 1、通过对目标受众的了解，提出呼应目标受众生活态度或价值观的品牌延伸主张 2、利用宝来1.6上市时机，以更贴近消费者的品牌态度，开启宝来第二阶段的传播高潮，进一步加强消费者对宝来品牌的认同和偏好。 传播目的： 通过广告体现驾驶宝来的生活乐趣，呼应目标对象的价值观及心态，建立宝来与目标对象的情感连接和更深层的品牌偏好，争取成为阶段性成功人士的首选。 由图表可知，sina/hp 的日平均浏览数最高 由图表可知，netease/hp/moving icon 的日平均点击数最多, sina/hp/flash layer sohu/hp/moving icon 的日平均点击数分占第二、三位。 ? 由图表可知 ，sohu/auto/flash layer+big button 的日平均点击率最高。 sohu/auto/column netease/auto/column 的日平均点击率分居第二、三位。 千人成本 点击成本 netease/hp/flash layer netease/hp/button 的千人成本都最低。 netease/hp/moving icon 的点击成本最低。 网站投放实例 从“动力宝来”到“驾驶者之车” Mental Benefit Objective Benefit Traditional View Personal Character Bora Existing Position Bora Upcoming Position Bora Market Position Passat Mazada POLO TARGET COMSUMERS: The buyers of Bora belong to the burgeoning middle class who enjoy a good taste, an delicate sentiment and a strong sense of ego, moving up to peak of their life. When they are purchasing cars, they seldom follow the common trend: its not their style to buy luxuriously looking but completely joyless cars, considering the fun of driving, just out of vanity. Full of confidence, defying the boundary, they are challenging themselves all the time. They achieve successes for phases, which are unusual for the people of their age, with their wisdom, knowledge and diligence, holding abound confidence and hope for the future. Such a group of people emphasis self, possess of creativity and are full of youthful spirit. ANALYSIS DISCOVERY: They like to show their ability of outdoing themselves and controlling their life with ease, as well as their feeling of the superiority arising from this. By doing these, they draw appreciation, praise and admiration from other people. BORA COMMUNICATION BRIEF NAMEPLATE OFFERS: Experiencing of the excitement and fun of self challenge POSITIONING: Driver’s Car AIM: Bora is