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广告策划——坐井观天下
目录
内容摘要┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅Ⅰ
第一章 市场环境分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅1
§1.1 广告业的迅速发展与广告教育资源短缺矛盾分析┅┅┅┅┅┅┅1
§1.2 电子书现状与趋势分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅2
§1.3 广告人知识获取与网络使用调查分析┅┅┅┅┅┅┅┅┅┅┅┅3
§1.4 龙之媒书店和读书网调查分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅5
§1.5 广告人媒体接受调查分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅8
§1.6 龙之媒读书网之SWOT分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅9
第二章 营销与广告战略┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅10
§2.1 强化互动与娱乐的病毒式营销战略思路┅┅┅┅┅┅┅┅┅┅┅10
§2.2 广告人需求与读书网产品战略┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅10
§2.3 读书网STP战略┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅12
§2.4 读书网广告战略┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅13
§2.5 营销与广告目标┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅14
第三章 营销策略策划┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅16
§3.1 基于病毒式营销的整体策略思路┅┅┅┅┅┅┅┅┅┅┅┅┅┅16
§3.2 广告人创意创业空间┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅16
§3.3 网上病毒式营销传播┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅19
§3.4 “广告人数字图书馆”网上读书体验┅┅┅┅┅┅┅┅┅┅┅┅22
§3.5 “龙媒俱乐部第一季”网下推广活动┅┅┅┅┅┅┅┅┅┅┅┅23
第四章 广告策略策划┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅25
§4.1 网上网下的整合广告策略思路┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅25
§4.2 卖点提炼与释义┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅26
§4.3 龙之媒读书网品牌建设┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅27
§4.4 网上病毒式广告创意与表现┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅29
§4.5 网上网络广告创意与表现┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅32
§4.6 网下杂志及其它广告创意与表现┅┅┅┅┅┅┅┅┅┅┅┅┅┅33
§4.7 软文广告创意与表现┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅35
§4.8 分阶段的广告执行方案┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅36
第五章 媒介计划┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅38
§5.1 媒介目标┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅38
§5.2 媒介选择与组合┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅38
§5.3 媒介投放策略┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅40
§5.4 媒介投放排期表┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅41
第六章 费用预算与投入效益分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅42
§6.1 费用投入预算┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅42
§6.2 投资收入预测┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅43
§6.3 投资效益分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅43
第七章 可行性分析与风险控制┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅44
§7.1 营销提案可行性分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅44
§7.2 广告提案可行性分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅45
§7.3 媒介提案可行性分析┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅45
§7.4 风险与风险控制┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅45
第八章 效果预测┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅47
§8.1 事前测试┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅47
§8.2 事中测试┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅47
§8.3 事后测试┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅47
注释┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅48
附件┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅A
龙之媒读书网市场调查计划书┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅A
龙之媒读书网市场调查问卷┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅C
与徐智明董事长访谈提纲┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅D
与徐智明董事长对话实录┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅E