朗动市场营销策划方案(广告)

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1、朗动汽车2014年度广告策划方案彭倩2013年10月目录前言·····························································1一、策划目的·····················································2二、营销环境分析·················································2（一）竞争对手分析···············································2（二）消费者分析·························

2、························2（三）销售渠道分析···············································3（四）前期广告效果分析···········································4（五）产品SWOT分析··············································4三、产品分析·····················································4四、广告定位·······································

3、··············5（一）市场定位···················································5（一）商品定位···················································5（二）广告定位···················································5（三）广告对象定位···············································5一、广告策略·············································

4、········5（一）广告目的···················································5（二）广告诉求···················································6（三）广告分期···················································6（四）广告媒介···················································6二、广告统一设计···············································

5、··7（一）电视广告策划···············································7（二）广播广告策划···············································7（三）报刊及广告牌广告策划·······································7一、预算分配·····················································7二、广告活动的效果预测和监控·····································8（一）广告效果的预测········

6、·····································8（二）广告效果的监控·············································8前言我们生活在快节奏的信息时代，在日常生活中，我们会接触到各式各样的商品以及各种形式的广告宣传，企业通过这些广告宣传让消费者了解自己的商品，同时也扩大了企业自身及其商品在社会中的影响力。广告宣传无疑是最好的促销手段，甚至有些广告成为了企业最耀眼的明信片。因此，各个企业都会为自己的产品选择特有的宣传广告和宣传方式。当前，北京现代已是中国第三大汽车制造商、北京市第一大汽车制造商，在国内汽车行业的市场占有率为6.7

7、%，在低、中、高消费市场均有自己的产品。朗动汽车是北京现代旗下推出的中高端产品。朗动汽车的广告在报刊杂志、广播电视等媒介上都有过刊登播放，就目前的信息反馈来看，朗动汽车的广告宣传在扩大产品知名度这方面取得了理想的效果，但广告的不足则是在宣传产品定位的方面显得不够明确，消费者还不能通过广告所展现的内容清楚朗动汽车与北京现代其他各型汽车的具体区别以及车型的档次的区别。朗动汽车2014年度的广告目的主要