奥利奥饼干面向中国地区2012年6—8月整合营销传播提案20093462李雅薇09广告一班目录前言..................................................................................................................................................1一、营销现状：.......................................................................................................................2二、市场环境：..............................................................................................................................2三、产品分析：..............................................................................................................................3四、市场定位：..............................................................................................................................4五、传播目标：..............................................................................................................................4六、传播策略：..............................................................................................................................4（一）产品策略：...................................................................................................................4（二）观念定位：...................................................................................................................4（三）媒介定位：...................................................................................................................4（四）媒体选择：...................................................................................................................51、电视广告：.................................................................................................................52、报纸杂志广告：.........................................................................................................53、路牌广告：.................................................................................................................54、网络广告：.................................................................................................................5七、执行方案：..............................................................................................................................5（一）官网...............................................................................................................................5（二）手机应用软件：...........................................................................................................7（三）快乐大篷车实体活动...................................................................................................7（四）微博...............................................................................................................................7（五）网络广告：...................................................................................................................8（六）互式路牌：...................................................................................................................8（七）电视广告：...................................................................................................................8（八）报刊杂志广告：...........................................................................................................8八、费用预算：..........................
