文档介绍：.海飞丝广告策划书[广告策划小组名单:市场分析——————————李文萍、刘晓洋广告策略——————————孙敏、王晨广告计划——————————黄烁竹广告活动的效果预测和监控——潘萍婷调查问卷——————————宋晓妮版面排版——————————崔薇2015/12/1..目录一、市场分析.........................................................................................3(一)营销环境分析......................................................................3(二)消费者分析..........................................................................3(三)产品分析..............................................................................6(四)企业和竞争对手分析..........................................................8二、广告策略.......................................................................................10(一)产品策略............................................................................10(二)媒介策略.................................................................................11(三)广告实施策略.........................................................................12三、广告计划.......................................................................................12(一)广告目标............................................................................12(二)广告时间:........................................................................12(三)广告的目标市场:............................................................12(四)广告的诉求对象:............................................................13(五)广告的诉求重点:............................................................13(六)广告表现............................................................................13(七)广告发布计划....................................................................14(八)其他活动计划....................................................................15..(九)广告费用预算....................................................................15四、广告活动的效果预测和监控........................................................17(一)广告效果的事前测定....................................................17(二)广告效果的事中测定........................................................17(三)广告效果的事后测定........................................................17(四)广告媒体发