广告策划减肥茶地区广告策划书.doc

广告策划毕业论文--减肥茶地区广告策划书

xxx 大学
毕业论文
题目 XXXX 集团有限公司
XX减肥茶2005年4―6
月XX地区广告策划书
作者 XXX
系工商管理
专业市场营销
指导教师 XXX
2004年 5 月 10 日
摘要
本文为XXXX(集团)有限公司的主要产品XX减肥茶2005年4―6月在XX地区的广告策划,文章简单介绍XX公司的规模和实力,并介绍了XX减肥茶的产品品质和突出的特点及优势,详细分析了XX口服减肥产品市场的背景,主要包括对目标消费者和潜在消费者的分析和主要竞争者的分析,并且将主要竞争对手曲美减肥胶囊与XX减肥茶进行比较找出XX的优势及劣势。
根据市场调查和分析的结果,制定详尽、可行的广告策划。在确定实际的广告目标和准确的广告诉求对象,选择适合的媒体后制作本次广告策划方案。期盼通过本次广告活动能使XX减肥茶在XX口服减肥产品市场上有更大的发展空间。
关键词:目标消费者竞争广告策划
ABSTRACT
This text is a the advertising scheme of main product Great impression reduce weight tea of the Great impression group pany of Shantou from 4 to 6 month of 2005 in Shenyang region, it introduces the scale and strength of the Great pany simply, the product quality, characteristics and the outstanding advantage of the Great impression reduce weight tea, then analyzes the background of the reduce weight product market in Shenyang ,it primarily include to analyze target consumer, latent target consumer and the petition, paring the petition Qumei reduce weight capsule with Great impression, find out the advantage and bad situation of the Great impression.
According to the research and analysis of market, make the elaborate and feasible advertising scheme. After confirming an actual advertising goal and exact advertising object which they want to appeal to, patible medium, then make the advertising scheme. Expecting this advertising activity can make the Great impression reduce weight tea will have larger development space in the market of Shenyang.
Keywords: target consumer, competition, advertising scheme
目录
前言 1
1背景分析 2
2
3
3
3
3
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境 4
境 4
2市场分析 5
5
5
6
8
10
12
12
13
3广告方案 17
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