《国际广告杂志策划方案.docVIP

内容提要 《国际广告》杂志在改名之后，其知名度会受到一定的冲击，因此，本策划主要是针对其知名度的提升，策划两个目标：★稳固和发展大客户 ★提高知名度，扩大市场份额。 针对其目标，本策划提出一些参考策略，其中在广告上，运用两种形式 ◆户外广告形式 ◆电视及网络媒体广告 在广告的使用上，户外广告中“汽车站台广告”占主导，其有针对性进行广告投放，且在分配方式可以根据城市的情况进行调整。 策划主要围绕一个主题“选择大于努力，智者掌握未来，《国际广告》杂志，值得拥有”，其中电视广告形象传达这一主题。此主题主要是为《国际广告》杂志在消费者心中树立统一形象。 制定此主题来源以下三点： 1．成功的企业受人瞩目及钦佩，而并不是任何人都能在相同行业成功，而在于其选择的正确性。 2．现阶段，国家鼓励大学生创业，而创业的关键在于找准行业，做出明智与正确选择。 3．广告公司与企业逐渐增加，业务员及学校相关专业的增多，此主题在这样一个形式下，起到率先树立一个商业类杂志引导形象作用。 目录 市场扫描 国内广告杂志新时代················································03 二 、广告杂志市场容量·················································03 三、《国际广告》杂志发展简概···········································04 四、消费者的层层透析··················································05 五、强手如云的国内杂志市场············································06 六、《国际广告》杂志SWOT分析··········································08 营销提案 ●广告公司与企业 ※《国际广告》杂志近在咫尺············································09 ※你（大且忠诚客户）的生日我（《国际广告》杂志）参与···················10 ※四方交流会··························································10 ※代销点激励制与协助宣传··············································11 ●高校相关专业师生 ★《国际广告》杂志携手学子“世界读书日”征文大行动····················11 ★“世界读书日”海报宣传··············································12 ★校园刊亭宣传························································12 ★学校附近公交车站台··················································13 ★赞助全国大学生广告艺术大赛··········································13 创意提案 一、火车站电视屏幕广告················································14 二、网络广告··························································14 三、电视宣传片························································15 媒介提案 一、户外广告 （一）公交车站台···················································16 （二）海报广告·····················································16 二、传统媒体+新媒体广告 （一）电视媒体+火车站屏幕··········································17 （二）网络媒体·····················································17 费用预算 费用大集合························································19 市场扫描 国内广告杂志新时代 进入21世纪，随着中国市场的不断成熟，中国广告业突飞猛进的发展势头，杂志顺应时代的