(露友)广告策划书.doc

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1、露友健步鞋——贵阳地区广告策划书策划单位：银狐广告公司组长：电话：QQ：策划人员：24目录一、前言································2二、市场分析······························2（一）产品分析·····························2（二）市场分析·····························3（三）企业经营状况分析·························4（四）消费者分析····························5（五）企业竞争状况分析·················

2、········10（六）企业产品SWOT分析·························10三、广告策略··································11（一）营销策略··································111．价格策略··································112．产品定位策略····························113．促销策略··································12244．渠道策略······························

3、····125．公关策略··································12（二）媒介策略··································131.广告目标··································132.市场细分··································133.产品定位策略····························134.广告诉求策略····························145.广告表现策略····························14四、广告媒介

4、发布计划····························14（一）媒介整体战略思想·························15（二）媒介投放具体档期安排·························15241．网络（电视）媒介·························162.户外公交媒介····························16五、广告费用预算····························16六、广告效果预测及评估·························16七、附件··························

5、·······17（一）露友健步鞋调查问卷···························17（二）媒介实施计划相关文案、脚本······················18（三）电视广告效果评估反馈问卷调查表························19（四）小组成员分工及心得体会·······················2024一、前言露友（中国）有限公司成立于1992年，位于中国品牌之都——福建晋江，是一家集研发、生产、销售为一体的实力型体育用品公司，公司生产的露友品牌运动鞋服获国家驰名、免检商标等多种殊荣，在国内享有一定声望。多年来，露友体育一直致力于高端推广

6、资源的宣传活动，先后赞助了全国男女排联赛、全国U17全国乒乓球联赛、中日女排对抗赛等多项顶级赛事，为露友体育注入了无限生机和活力。2008奥运前夕，露友与塔吉克斯坦奥委会建立战略合作伙伴关系，为露友“决胜08”奥运营销做了精彩铺垫；2009年，露友续势再进、独家赞助顶级运动队女子八一排球队，再创品牌轰动效应！　　公司一直追求“诚信社会，完美品质”的理念；以“管理规范化、经营连锁化、产品系列化、品牌国际化”为经营目标；以“最大满足消费者需求”为企业最高服务宗旨；以“时尚运动”为品牌核心概念。在品牌战略的有效实施下，企业发展呈稳步上升的发展趋势，“露友”更是成为时尚的代名词。我们通过设计

7、一系列与露友健步鞋有关的问卷进行调查获取相关数据，进而分析露友健步鞋在现阶段在贵阳的市场情况，得出露友健步鞋在贵阳主要面临的问题是品牌知名度、知晓度相对于其主要竞争对手（安踏、特步等）低40个百分点之多，严重影响其在贵阳的销量。我们针对露友有限公司提出的产品广告目的“使更多的人了解露友品牌，从而吸引更多的消费者”进行了相关策划。我们广告策划书主要包括：市场分析、品牌定位策略分析、广告策略、广告媒介发布计划、公关营销策略、广告预算等主要内容。二、市场分析（一