某某教育机构某某市场广告策划案

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1、.....XX教育徐州市场广告策划案2015年1月1日学习参考.....目录一、前言········································4二、山香教育简介·································4三、市场分析·····································5（一）市场概况·········································5（二）市场宏观环境分析·································5SWOT分析········

2、·································7（三）消费者分析·······································8学习参考.....（四）竞争者分析·······································11（五）产品分析·········································14（六）品牌分析·········································15四、广告策略·······························

3、·····16（一）广告目标········································16（二）目标市场策略····································16（三）广告诉求策略····································16（四）学习参考.....定位策略········································17（五）品牌形象策略····································18（六）品牌推广策略·············

4、·······················181、分发宣传手册············································182、视觉“轰炸”·············································193、网络视频宣传············································194、“寻找你身边的考证达人”··································195、实地参观·································

5、···············206、“毕业生”特权···········································21（七）广告表现策略·····································21（八）广告媒介策略学习参考.....····································251、媒体选择依据············································252、媒体选择策略········································

6、····26五、广告计划····································26六、广告预算····································29附录：问卷··················································30现有消费者访谈记录表·······························31宣传手册草图·······································32学习参考.....一、前言XX广告小组与徐州XX教育达成协议，为其进行2

7、015年徐州XX教育的广告活动策划。本策划于2014年9月开始，至2015年1月结束，历时5个月。现提交广告活动策划方案文本。本策划文本包括市场调查与分析、广告策略、广告计划、活动策划、附录等组成部分，涵盖了本次策划运作的内容，为本次广告活动提供策略和实施方法的全面指导。如果贵方认可此方案，希望本次广告活动能够完全照此执行。如果贵方不采纳此方案，希望能够尊重我方劳动，不在广告活动中直接或间接使用本方案全部或部分内容。学习参考.....二、山香教育简介考试培训、教师资格证培训和网络开发为一体的综合性教育文化产业集团公司。旗下山香教育招教辅导教材、教师

8、资格证考证辅导教材、山香招教培训、山香教师资格证培训、中国招教网、山香教师网等产品，分别在图书行业、培训行业以及网络领域占