文档介绍：城市之光整合营销传播案.
城市之光整合营销传播案.
城市之光整合营销传播案.
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四、项目定位 ·························································
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（一）项目整体定位 ·····················································
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（二）品牌形象定位 ·····················································
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（三）项目定位支持 ·····················································
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第四篇
营 销 传 播 ······················································
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一、推行前提 ·························································
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二、案名分析 ·························································
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三、主题广告语 ························································
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四、推行主题 ·························································
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（一）主题意义 ·······················································
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（二）崭新推行主题 ·····················································
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五、主题运作 ·························································
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六、广告推行 ·························································
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1、广告推行调性
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2、平面创作风格
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3、文案撰写风格
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4、广告诉求方式
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5、广告表现原则
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七、广告流传策略 ·······················································
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城市之光整合营销传播案.
城市之光整合营销传播案.
城市之光整合营销传播案.
（一）广告策略 ······················································· 56
城市之光整合营销传播案.
城市之光整合营销传播案.
城市之光整合营销传播案.
（二）流传策略 ·······················································
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（三）要点打破策略 ·····················································
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（四）特定花费群策略 ····················································
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八、主题包装 ·························································
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（一）实证式营销 ······················