某某教育机构某某市场广告策划案.docVIP

XX教育徐州市场 广告策划案 2015年1月1日 目录 前言········································4 二、山香教育简介·································4 三、市场分析·····································5 （一）市场概况·········································5 （二）市场宏观环境分析·································5 SWOT分析·········································7 （三）消费者分析·······································8 （四）竞争者分析·······································11 （五）产品分析·········································14 （六）品牌分析·········································15 四、广告策略····································16 （一）广告目标········································16 （二）目标市场策略····································16 （三）广告诉求策略····································16 （四）定位策略········································17 （五）品牌形象策略····································18 （六）品牌推广策略····································18 1、分发宣传手册············································18 2、视觉“轰炸”·············································19 3、网络视频宣传············································19 4、“寻找你身边的考证达人”··································19 5、实地参观················································20 6、“毕业生”特权···········································21 （七）广告表现策略·····································21 （八）广告媒介策略····································25 1、媒体选择依据············································25 2、媒体选择策略············································26 五、广告计划····································26 六、广告预算····································29 附录： 问卷··················································30 现有消费者访谈记录表·······························31 宣传手册草图·······································32 一、前言 XX广告小组与徐州XX教育达成协议，为其进行2015年徐州XX教育的广告活动策划。本策划于2014年9月开始，至2015年1月结束，历时5个月。现提交广告活动策划方案文本。 本策划文本包括市场调查与分析、广告策略、广告计划、活动策划、附录等组成部分，涵盖了本次策划运作的内容，为本次广告活动提供策略和实施方法的全面指导。如果贵方认可此方案，希望本次广告活动能够完全照此执行。 如果贵方不采纳此方案，希望能够尊重我方劳动，不在广告活动中直接或间接使用本方案