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法国拉菲红酒广告策划书
法国拉菲策划书
学号 组员姓名 分工 组内评分 综合成绩 1 xx 组长、主策划 100 2 文案策划 100 3 PPT、优化 100 4 建议、完善 100 5 文案数据分析 100
班级:13专市场营销(3)班
评阅教师: (签名)
2015 年10 月 日
前言···················································1
1.1产品介绍·······································2
产品介绍················································2
产品特色················································2
产品市场前景···········································3
市场分析·············································4
营销环境分析···········································4
消费者分析················································5
消费者行为分析············································6
竞争形态分析···············································7
产品分析················································8
企业和竞争对手的竞争状况分析·····················9
企业和竞争对手的广告分析··························11
营销现状···············································12
国内营销现状···········································14
营销模式分析···········································15
渠道开发案例环境分析·································15
SWOT分析················································15
品牌在市场上的优势···································15
品牌在市场上的劣势···································15
品牌在市场上的机会···································15
品牌在市场上的威胁···································15
优化广告方案······························16
目标市场策略···········································16
广告定位策略·········································16
广告目标策略···········································16
广告表现策略··········································17
广告诉求策略(广告的诉求对象和重点)··········17
广告主题策略(依据和表述)·······················17
广告创意策略·······································18
广告创意的核心内容(广告文案)···················18
广告创意的说明········································18
广告媒介策略···········································18
对媒介策略的总体表述·····························18
媒介的选择与组合···································18
广告发布时与频率······································18
前言
法国
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