
?/p>
清风
?/p>
面巾纸广告策划书
1
目录
一.产品分?/p>
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(一)分析项?/p>
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?/p>
1
)产品概?/p>
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?/p>
2
)产品形象,个性和调?/p>
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(二)结论要?/p>
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二,群体分析
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(一)分析项?/p>
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?/p>
1
)统计变项,心理变项,生活形态和价值观?/p>
----------------------3/4
?/p>
2
)典型代表和
OTP
描述
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(二)结论要?/p>
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三:商品概念的确?/p>
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(一)销售重?/p>
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?/p>
6
(
二)定位
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四:
表现概念
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(一?/p>
考虑的因?/p>
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(二)表现概念的描述
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(三?/p>
广告?/p>
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五:创意的构?/p>
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(
一
)
基本元素
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(二?/p>
基调格调
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(三?/p>
角色界定
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六.形式部分
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(一?/p>
电视广告
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(二)平面广告:
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