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1、组长：刘圆圆组员：刘圆圆、李敏、周跃发、罗兰王静、熊秀娟、蔡勇、倪隆玉MomentumMarketingCase1:Theattentionofthetimes,companiesdonotrallymummy.——Nongfushanquan’schairmanZhongshanshan&Case2:Wouldrathergivethecurse,letconsumertorememberyou.Don'tCampaign,orgivemedeath!——Naobaijin’sfounderShiyuzhu&Definitionofthemeaning:Momentummarketing
2、:eventormanufacturedevent,throughthemassmediareported,causedtheattentionofthecommunityoraparticularobject,causingthemomentumtotheiradvantage,enterprisesrenownedforthepurpose,therebyincreasingbrandawarenessinthepublictoestablishagoodcorporateimage,andchangeenterprise-friendlyattitudeisnotconducivet
3、otheviewsoftheenterprise.&MarketingmomentumstrategyideasMarketresearchGoalSettingThemesidentifiedPRstrategyMediaplanningExecutivecontrolMarketResearchStepone:Environmentalsurveyistheprimaryroleofcollection,statisticsofpublicorganizationimageevaluationinformation,data,graspofpublicopinion,understan
4、dthepublicoftheorganization'soverallimpression,provingtissueimageandtheexpectationsofthepublicimageofthegap.&Steptwo:GoalSettingGoalsettingisthecoretargetofplan,isaguidetoaction,acleargoalsettinghelpsintheplanningprocessofrapidconvergenceofvariousresourcesandenergy,sothattheactionforwardmoreeffect
5、ivefast.&Stepthree:ThemesidentifiedAttention,arouseinterest,aclearandstrongthemes,tomobilizethenewsmediaandtheaudience'sattentionhasstrongpullingpower&Stepfour:PublicrelationsstrategyStrategysettingisthemarketingcampaignprogramcore,strategysetfortheprogramhadatrueguidelines,makeexecutiveclearlyund
6、erstandhowtousethedeploymentofavarietyofresourcestopromotetherealizationofthegoalof.&Stepfive:MediaplanningDevelopingmeasuresofthekeypointistounderstandtheorganizationoftheresourcesallocation,cleartothepublicinterest,theplanmustdesigneffectivemediaplan,whichistoensurethatactivitiescaninfluencespre
7、adtothemaximumrangeofaudienceguarantee.&Stepsix:ExecutivecontrolExecutioncontrolforthesuccessfulplanningandbumper,goodcontrolcanmaketheprogramforwarddoesnotdeviatefromthedirection,thusabletosettime,theoriginalcos
