封面论产品特点与广告媒体选择的应用——以卡尔美运动品牌为例目 录摘要.........................................................................................................................1Abstract...................................................................................................................2一、绪论.................................................................................................................3（一）研究背景及意义..................................................................................3（二）研究内容及方法..................................................................................3二、概念界定及相关理论.....................................................................................4（一）产品特点..............................................................................................4（二）市场细分理论......................................................................................4三、卡尔美产品特点及广告投放现状.................................................................5（一）卡尔美产品特点 ................................................................................52.年轻人为主要受众................................................................................53.运动与时尚相结合................................................................................54.提倡励志精神........................................................................................6（二）卡尔美广告投放情况..........................................................................61.投放媒介................................................................................................62.投放方式................................................................................................83.投放策略................................................................................................8四、卡尔美产品广告投放的效果 .......................................................................9五、卡尔...
