脉动广告策划文案.doc

脉动广告策划文案 脉动广告策划文案脉动活力型饮料广告策划书目录 一、前言 二、广告商品 三、广告目的 四、广告期间 五、广告区域 六、广告对象 七、策划构思 八、广告策略 九、广告主题表现及媒体运用 一、前言脉动是中国著名饮料企业乐百氏集团旗下产品。 乐百氏集团是中国饮料工业十强之一。 其知名度在中国市场很高。 一种营养素饮料，含有五种维生素，两种矿物质和一种氨基酸，可以算为一种运动饮品，可以补充运动时因流汗而损失的能量，售价以三元或三点五元居多。 二、广告商品乐百氏公司“脉动活力型”功能饮料 三、广告目的 1、促进消费者购买； 2、提高在消费者心中的产品效果； 3、提高影响力。 四、广告期间xx年6月5xx年6月15 五、广告区域城市管理职业学院极其周边院校 六、广告对象热爱运动的广大同学 七、策划构思（一）天气逐渐升温随着夏季的到来，气温逐渐升高。 热爱运动的同学在运动过程中体能消耗比较大，脉动功能型饮料可以补充运动时因流汗而损失的能量，正适合广大同学们在运动过后补充体能。 （二）市场分析热爱运动的同学众多，而且运动过后选择饮料补充体能和降温的人数较多，我们可以借此加以宣传提高脉动的市场占有率。 八、广告策略 1、针对本校极其周边院校的学生朋友； 2、制作海报，在篮球场和足球场张贴海报； 3、举办脉动杯篮球大赛； 4、除正式大篇幅的广告外，还可以拍摄广告视频加以宣传。 九、广告主题表现及媒体运用（一）海报广告内容“行动你的脉动”，张贴在各个运动场周边。 （二）视频广告策划计划在xx年6月9日星期六在城市管理职业学院篮球场拍摄广告。 广告在各个班级进行播放宣传分镜头脚本备注由于各种原因短片无法拍摄，请原谅。 y8Ss3Nn)Hh$CcWw6R r1Ll*Gg#AaUv5Pp+Jk&EeYy9Tt3Nn-Ii$CcX x7Rr1Mm(Gg#BbVv5Pq0Kk&Ef Zz9Tt4Oo-Ii%DdXx7Ss2Mm(Hh!BbVw6Qq0Kl*FfZzaUu4Oo+Jj%DdYy8Ss2Nn)Hh!CcWw6Qr1Ll*F g#AaUu5Pp+Jj&EeYy8Tt3Nn)Ii$CcWx7Rr1L m(Gg#Ab Vv5Pp0Kk&EeZ z9Tt3Oo-Ii$D dXx7Rs2Mm(Gg!BbVv5Qq0Kk&FfZz9Tu4Oo-I j%DdX 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