文档介绍：圣诞节苹果宣传策划书
班级:商务创意2班
姓名:胡晓刚
学号:3121052743
2013年12月20日
摘要
临近圣诞节了,我们看到越来越多的人在贩卖圣诞的苹果,圣诞节是西方的节日,但是越来越多的国人在过这个节日,圣诞苹果也因此兴起了,圣诞苹果作为圣诞节的一个重要的象征,被越来越多得人所喜爱和购买。从我们看见的情况来说,在大学的校园内,基本上在圣诞节几天左右基本上人人都会购买苹果,但是几乎现在所有的人都忽略了圣诞苹果的本身的意义,仿佛都是为了购买苹果而购买苹果了,所以我们针对这一现象,通过对苹果的差异化来赋予苹果不同的含义来唤起消费者对圣诞苹果本身意义的认知,以及义卖活动的进行来挖掘消费者善良的本质,选择一些时候青年人的网络媒介来进行宣传和造势,最终达到一个超销量的促销,通过我们的广告宣传,能得到一个情感上的共鸣和认知,得到一个很好的效果。
目录
一、摘要··························································2
二、市场分析······················································4
(一)市场环境分析·············································4
(二)公众分析·················································4
(三)产品分析·················································5
(四)分析结论·················································5
三、广告策略······················································5
(一)目标策略·················································5
(二)定位策略·················································6
(三)媒介策略·················································6
(四)诉求策略·················································7
(五)创意说明·················································7
(六)宣传文案·················································9
(七)表现策略·················································9
四、广告计划······················································9
(一)广告工作计划·············································9
(二)广告活动计划·············································10
(三)其他活动计划·············································11
(四)经费预算与分配···········································11
效果评估预测················································12
市场分析
(一)市场环境分析
2013年圣诞节即将到来,各商家纷纷备战圣诞佳节。苹果,作为圣诞节平安夜礼物不可缺少的重要组成部分,更是圣诞节商品竞争的重中之重。特殊时段,特殊含义商品,使苹果及小饰品成了圣诞节前后的暴利商品。苹果与小饰品销售大有可为。但是通过我们对近几年的这个市场的分析,发现圣诞苹果的促销竞争很大,而且照目前的发展来看,可挖掘的潜力很少,几乎到了圣诞节,大大小小的商家都在进行圣诞苹果的促销,而且在大学的校园内许多的学生也在做苹果的促销,其手法和产品的包装等等都几乎相同,从促销的角度来看他们缺乏创新意识,因此从这一点来看我们还是存在很大的优势。
(二)公众分析
圣诞节是西方的节日,传入我国已有很多年的历史了,主要是一些青年人尤其是以高中生和在校的大学生为主,而我们主要的目标受众是在校的大学生,圣诞节送苹果主要成为了一些大学情侣和大学好朋友之间的一种固定的送礼模式,但是,随之时间的推移,几乎大家都把这当做了一种该