第1页共34页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共34页黔五福有点意思蔬菜猪肉干黔五福有点意思蔬菜猪肉干广广告告策策划划书书策划单位：尚上策文化传播公司尚上策文化传播公司第2页共34页第1页共34页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共34页策划人员：廖玉菡（业务主管）段清洋（策划部长）侯晓妍（市场调查部长）肖世伟（公关部长）李勇（美术设计部长）吴克祥（文案撰写部长）目录一、前言·····························4二、市场分析····························4（一）产品分析····························4（二）市场分析····························5（三）企业经营状况分析·························5（四）消费者分析·························6（五）企业竞争状况分析····························11第3页共34页第2页共34页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共34页（六）企业产品SWOT分析·························11三、广告策略····························一三（一）非媒介策略····························一三1．产品改进策略····························一三2．价格策略····························一三3．产品定位策略····························144．促销策略····························145．渠道策略····························146．公关策略····························一五（二）媒介策略····························161.广告目标····························16第4页共34页第3页共34页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共34页2.市场细分····························163.产品定位策略····························174.广告诉求策略····························175.广告表现策略····························17四、广告媒介发布计划····························一八（一）媒介整体战略思想·························一八（二）媒介投放具体档期安排·························191．电视媒介·························192.广播媒介····························193.户外公交媒介····························204.户外站牌媒介·························21第5页共34页第4页共34页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第5页共34页5.校园桌贴媒介·························21五、广告费用预算·························22六、广告效果预测及评估·························22七、附件····························23（一）黔五福有点意思蔬菜猪肉干调查问卷·············23（二）媒介实施计划相关文案、脚本······················24（三）电视广告效果评估反馈问卷调查表··················26（四）小组成员分工及心得体会·················...
