1、1青島啤酒的廣告策劃書(shū)青島啤酒的廣告策劃書(shū)策劃人:杜志航策劃時(shí)間:2016年12月14日3一、一、市場(chǎng)分析市場(chǎng)分析.................................................................................4.....4（一）（一）企業(yè)的宏觀環(huán)境分析企業(yè)的宏觀環(huán)境分析..............................4....................

2、..........4（二）（二）消費(fèi)者分析消費(fèi)者分析...........................................................................4.4（三）（三）競(jìng)爭(zhēng)對(duì)手分析競(jìng)爭(zhēng)對(duì)手分析.....................................5.....................................5（四）（四）產(chǎn)品特點(diǎn)分析產(chǎn)品特點(diǎn)分析...

3、..................................5.....................................5二、二、市場(chǎng)策略市場(chǎng)策略..................................................................................6......6（一）（一）產(chǎn)品定位產(chǎn)品定位...............................

4、.............................................6..6（二）（二）廣告目標(biāo)廣告目標(biāo)............................................................................6..6三、三、廣告表現(xiàn)廣告表現(xiàn).................................................................

5、.................6......6（一）（一）廣告對(duì)象廣告對(duì)象............................................................................6..6（二）（二）廣告主題廣告主題............................................................................6..6（三）（三）廣

6、告創(chuàng)意廣告創(chuàng)意............................................................................6..6四、四、廣告媒介廣告媒介..................................................................................7......7五、五、廣告預(yù)算廣告預(yù)算...................