火锅店广告策划Word下载.docx
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火锅店广告策划Word下载.docx
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4)20-50岁的中产阶级是火锅消费的主要来源。
5)电视和户外广告是对餐饮消费者最具影响力的媒介,也是消费者最为习惯的媒介。
本次广告侧重宣传皇城老妈火锅的口味正宗,原料地道以及其承载的独特巴蜀文化底蕴,运用感性的诉求方式,设计家庭、亲朋相聚、商务会谈等场景加以表现。
针对皇城抚顺店成立时间较晚、知名度低的特点,此次策划决定投入大笔费用用于广告攻势,以达到预期目标。
关键词:
广告策划目标市场广告策略
aBSTRacT
TheaimoftheadvertisementishowtopromottheHuangchenglaoma&
#39;
schafing-dishintheshareonthemarketinFuShunandhowtoincreaseitspopularityintheFuShunmarket,soitcanoccupytheabsoluteadvantageintheFuShunmarketandestablishthepositionforthefirstchafing-dishbrandinFuShun.
Fromtheex-periodmarketsurvey,thefollowingconclusionscanbedrawn:
1)Sichuanchafing-dishisfamousinchina;
thepeopleinthenortheastareaarefondofitsflavour.italsohasvastvistasinFushun’schafing-dishmarket.2)althoughtherearehundredsofchafing-dishchops,twoofwhicharethemostfamousmarks,Huangchenglaomaanddonglaishun.Huangchenglaomaisveryfamous,butitsmarketshareandpopularityarelower.3)Thepriceisanimportantfactortoaffectchafingdishconsume.4)The20-50yearoldmiddleclassisamainsourcethatchafingdishconsume.5)Themostinfluencingmediatothechafing-dishconsumersaretheTVandtheoutdooradvertisement,whichalsoarethemostfavouritemediatoconsumers.
Thisadvertisementlaysemphasisonexpressingthegoodtaste、particularmateriaanditincludingthespecialBaShuculture.Thisadvertisementusetheclaimmethodoftheapplicationsensitivefaculty,designingthecircumstancelikethefamily,thefriendgatheringtogether,businesstalkingetc.BecauseHuangchenglaomashopwasestablishedlatelyandhaslowpopularityain
FuShun,,thisplandecidespendinghighexpensesinusedingfortheadvertisementoffensiveinordertoexpectthetarget.
Keywords:
advertisetoplan,thegoalmarket,strategyofadvertisement
前言.........................................................................................................................1
1背景分析..............................................................................................................2
1.1企业介绍.................................................2
1.1.1企业经营历史...............................................................................2
1.1.2企业规模.......................................................................................2
1.1.3企业经营理念:
“岁岁年年滋味如一”...................................2
1.1.4企业经营风格:
“川人川味蜀地蜀风”...................................3
1.1.5企业服务品质:
“自然朴实真诚负责”...................................3
1.1.6企业管理:
“务实精进追求卓越”...........................................3
1.1.7企业信誉.......................................................................................4
1.1.8企业经营文化...............................................................................4
1.2产品分析.................................................5
1.2.1产品原材料特点...........................................................................5
1.2.2产品的用途...................................................................................5
1.2.3产品的质量...................................................................................5
1.2.4产品的价格...................................................................................6
1.2.5产品的文化附加值.......................................................................6
1.2.6产品与时尚关系...........................................................................6
1.2.7产品市场占有率...........................................................................7
1.3目标消费者分析...........................................7
1.3.1消费者规模...................................................................................7
1.3.2消费者特征...................................................................................8
1.3.3消费习惯.......................................................................................9
1.3.4消费心理.......................................................................................9
1.3.5消费者媒体习惯...........................................................................9
1.3.6消费者对产品和时尚的态度.....................................................10
1.4竞争状况分析............................................10
1.4.1企业竞争对手比较.....................................................................10
1.4.2企业竞争对手广告比较..............................................................11
2广告目标及主题................................................................................................12
2.1广告目标................................................12
2.2广告主题:
“走进老四川”.................................13
3广告策略与实施................................................................................................13
3.1确定目标市场............................................13
3.2广告诉求策略............................................14
3.3广告创意策略............................................14
3.4媒体选择................................................15
3.4.1需要媒体解决的问题(即媒体所要达到的目标).................15
3.4.2媒介选择标准.............................................................................15
3.4.3所选媒介.....................................................................................16
3.4.4媒介整体传播策略.....................................................................16
3.4.5各媒介具体广告计划.................................................................16
3.5设计制作................................................18
3.5.1电视广告(30秒版)................................................................18
3.5.2电台广告30秒版.......................................................................20
3.5.3报纸广告.....................................................................................20
4广告预算............................................................................................................21
篇二:
广告策划-火锅店-毕业论文
本次广告策划是针对如何提高XXX火锅在XXX市场上的占有率,如何进一步提升其在XXX市场的知名度和美誉度而进行的广告策划,通过此次策划,将使XXX火锅在店面林立的XXX火锅市场中占有绝对优势,确立其在XXX第一火锅品牌的地位。
1)四川火锅热遍大江南北,其特殊口味也深受东北人的喜爱,在XXX地区同样有着广阔的市场前景。
2)XXX火锅市场上有店铺上百家,但只有XXX和东来顺两大名牌,XXX作为名牌火锅,虽然有着很高的美誉度,但其市场占有率和知名度却很低。
本次广告侧重宣传XXX火锅的口味正宗,原料地道以及其承载的独特巴蜀文化底蕴,运用感性的诉求方式,设计家庭、亲朋相聚、商务会谈等场景加以表现。
针对皇城XXX店成立时间较晚、知名度低的特点,此次策划决定投入大笔费用用于广告攻势,以达到预期目标。
“岁岁年年滋味如一”.................................2
“川人川味蜀地蜀风”.................................3
“自然朴实真诚负责”.................................3
“务实精进追求卓越”.........................................3
1.4.1企业竞争对手比较..............................
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- 关 键 词:
- 火锅店 广告 策划