平面广告的策划方案范文参考.docxVIP

平面广告的策划方案范文参考

目录

一、内容概述................................................3

1.1研究背景与目的.......................................3

1.2研究范围与方法.......................................4

二、市场分析................................................5

2.1行业概况.............................................6

2.2目标市场细分.........................................7

2.3竞争对手分析.........................................8

2.4消费者行为分析.......................................9

三、广告策划理论基础.......................................10

3.1市场定位理论........................................11

3.2营销传播理论........................................13

3.3广告效果理论........................................13

四、广告策划流程...........................................14

4.1策划前期准备........................................15

4.2广告创意构思........................................16

4.3广告文案撰写........................................18

4.4广告设计制作........................................19

4.5广告投放与监测......................................20

五、广告策划方案...........................................21

5.1产品策略............................................22

5.2价格策略............................................24

5.3渠道策略............................................25

5.4促销策略............................................26

六、广告创意设计...........................................27

6.1创意概念阐述........................................28

6.2创意表现手法........................................30

6.3创意设计元素........................................31

6.4创意制作与实施......................................33

七、广告文案撰写...........................................34

7.1文案结构与风格......................................35

7.2广告语创作..........................................36

7.3广告正文撰写........................................37

7.4广告标语设计........................................38

八、广告设计制作...........................................39

8.1设计原则与要求......................................40

8.2配色方案选择........................................42

8.3