回力文案策划.doc

目录
第一部分:市场分析·································5
营销环境分析····································5
营销环境中宏观的制约因素························5
营销环境中的微观制约因素························6
································7
···························9
······································11
·························11
2. 现有消费者分析····························11
3. 潜在消费者······························12
········································12
1、产品特征分析·····························12
2、产品生命周期分析···························13
3、产品的品牌形象分析··························13
4、产品定位分析·····························14
5、产品分析与总结····························16
····················18
1、企业在竞争中的地位··························18
2、企业的竞争对手····························18
3、企业与竞争对手的比较·························18
·······················18
1、广告文案·······························18
2、广告的战略和策略···························19
3、广告的实施策略····························19
4、广告效果·······························19
5、广告的投入······························19
6、广告对消费者的影响··························19
7、总结·································19
第二部分:广告策略·································20
六、广告的目标·····································20
1、企业提出的目标····························20
2、根据市场情况可到达的目标·······················20
3、本次广告活动的目标··························20
七、目标市场策略···································20
八、产品定位策略···································20
1、产品定位·······························21
2、优势与劣势······························21
3、产品分析·······························21
九、广告策略·······································22
1、广告目的·······························22
2、广告主题·······························22
3、广告的表现风格····························22
4、广告的口号······························22
十、广告创意·······································22
1、报纸广告·······························22
2、电视广告·······························23
第三部分:广告计划·································23
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