统一冰红茶广告策划案

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1、F08021503杨欢欢上海杉达学院广告艺术欣赏统一冰红茶广告策划书学院：商学院专业：国际经济与贸易姓名及学号：杨欢欢F08021503指导教师：徐文娟2010年06月18日F08021503杨欢欢前言：主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。目录：一、市场分析····················································4（一）市场发展及现状·························

2、·····················4（二）现有市场竞争状况分析········································4（三）消费者分析··················································4（四）市场发展趋势分析············································4（五）发展环境分析················································4二、产品分析···································

3、···················5（一）“统一冰红茶”功能特点分析···································5（二）竞争对手的功能、特点分析····································5三、销售与广告分析················································5（一）“统一冰红茶”销售与广告现状·································5（二）竞争对手的销售与广告策略····································6四、企业营

4、销战略策划··············································6（一）“统一冰红茶”市场营销目标···································6（二）“统一冰红茶”市场战略·······································7五、“统一冰红茶”广告策略·········································7（一）形象的问题点和优势··········································7（二）广告目标···············

5、·····································7（三）广告策划主题：年轻无极限····································7（四）广告创意设计················································8六、媒介策略······················································8（一）对象媒体接收习惯············································8（二）媒体组合策略················

6、································8（三）媒体选择策略················································8（四）媒体广告预算················································8七、公关营销策略··················································9（一）目的························································9（二）对象行为分析···········

7、·····································9（三）活动策划····················································9八、整体广告策划预算··············································10九、广告效果预测、评估············································10（一）事前评估········································