市场营销:活动-宝洁十周庆典方案.ppt

市场营销:活动-宝洁十周庆典方案.ppt

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Presentation Title * * Presentation Title * * Presentation Title * * Presentation Title * * Presentation Title * * Presentation Title * * Crest 10th Anniversary PR Campaign Proposal Prepared by Weber Shandwick Beijing The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget Prepared by Weber Shandwick Beijing Index Brief Brand architecture will be introduced in July, and crest counter will be reorganized according to the brand architecture Make a buzz for brand architecture introduction as well as Crest 10 year anniversary from July – September, 2006 Enhance Crest’s image as the oral care expert for Chinese population Emphasize the achievement on personal oral care education for Chinese in past 10 years The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget Prepared by Weber Shandwick Beijing Index Objectives Introduce Crest brand architecture and further embed Crest’s image as the oral care expert Agitate the awareness of Crest 10 years’ contribution to Chinese oral health improvement The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget Prepared by Weber Shandwick Beijing Index Strategies Reinforce Crest’s image as the oral care expert by educating consumers with tangible “brand architecture” instruction Generate exposure and TOM awareness by leveraging consumer involvement through various communication platforms Engage influencers and stakeholders to further strengthen Crest’s professional oral care image Brand architecture embedding Educate Engage Excite Adopt PUSH: Consumer involvement campaign PULL: Brand architecture display Strategic Approach User Trial Spectator Awareness Advocator The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget Prepared by Weber Shandwick Beijing Index Target Audiences Newspapers –

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