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1、目目 录录 前前 言言 .1 1 1 1 企业背景企业背景.2 2 1.1 公司概况.2 1.2 公司目前经营状况.2 1.3 企业产品简介.3 2 2 环境分析环境分析.4 4 2.1 市场分析.4 2.1.1 市场规模 .4 2.1.2 市场构成 .4 2.1.3 市场基本状况 .5 2.2 竞争分析.6 2.2.1 企业的竞争者 .6 2.2.2 主要竞争者分析 .7 2.2.3 竞争者的广告策略 .9 2.3 消费者分析.10 2.3.1 消费者特征.10 2.3.2 消费者购买心理 .11 2.3.3 消费者信息搜集 .11 2.3.4 消费者的购买习惯 .12 2.3.5 消费者的
2、购后行为 .12 2.3.6 目标消费者的确定 .12 2.4 产品分析.13 2.4.1XXX 产品特点 .13 2.4.2 产品在消费者心目中的地位 .14 2.5 媒体分析.14 2.6XXX 发展机会分析.16 3 3 广告战略广告战略.1616 3.1 广告目标.16 3.2 广告重点.16 3.3 广告对象.17 3.4 广告地区.17 4 4 广告策略广告策略.1717 4.1 广告创意策略.17 4.1.1 广告创意原则 .17 4.1.2 广告创意方向 .18 4.2 媒体策略.18 4.3 广告实施策略.19 4.3.1 广告时机策略 .19 4.3.2 广告频度策略 .1
3、9 5 5 广告实施方案广告实施方案.1919 5.1 广告时间.19 5.2 广告执行方案.20 5.3 各媒体广告作品.21 5.3.1 电视广告 .21 5.3.2 交通广告 .22 5.3.3 店内广告(pop) .23 5.3.4 广告媒体播出时间表及费用 .23 5.4 公共关系.25 5.5 人员推销.25 5.6 其他促销活动.25 6 6 广告预算广告预算.2626 7 7 广告效果预测广告效果预测.2828 7.1 广告效果事前预测与评估.28 7.2 广告效果事中预测与评估.28 7.3 广告效果事后预测与评估.29 结结 论论 .3030 参考文献参考文献 .3131
4、致致 谢谢 .3232 附附 录录 .3333 前前 言言 近年来，我国的洗发水市场格局一直处于较为稳定的状态,跨国公 司的知名产品基本上占据了市场的主导地位，并形成了各自的品牌忠诚 的群体。例如宝洁（P May be back in the past, to oneself the paranoid weird belief disillusionment, these days, my mind has been very messy, in my mind constantly. Always feel oneself should go to do something, or writ
5、e something. Twenty years of life trajectory deeply shallow, suddenly feel something, do it. 一字开头的年龄已经到了尾声。或许是愧疚于自己似乎把转瞬即逝的很多个不同 的日子过成了同一天的样子；或许是追溯过去，对自己那些近乎偏执的怪异信念的醒 悟，这些天以来，思绪一直很凌乱，在脑海中不断纠缠。总觉得自己自己似乎应该去 做点什么，或者写点什么。二十年的人生轨迹深深浅浅，突然就感觉到有些事情，非 做不可了。 The end of our life, and can meet many things reall
6、y do? 而穷尽我们的一生，又能遇到多少事情是真正地非做不可？ During my childhood, think lucky money and new clothes are necessary for New Year, but as the advance of the age, will be more and more found that those things are optional; Junior high school, thought to have a crush on just means that the real growth, but over the
7、past three years later, his writing of alumni in peace, suddenly found that isnt really grow up, it seems is not so important; Then in high school, think dont want to give vent to out your inner voice can be in the high school children of the feelings in a period, but was eventually infarction when
8、graduation party in the throat, later again stood on the pitch he has sweat profusely, looked at his thrown a basketball hoops, suddenly found himself has already cant remember his appearance. 童年时，觉得压岁钱和新衣服是过年必备，但是随着年龄的推进，会越来越发现， 那些东西根本就可有可无；初中时，以为要有一场暗恋才意味着真正的成长，但三年 过去后，自己心平气和的写同学录的时候，突然就发现是不是真正的成长
9、了，好像并 没有那么重要了；然后到了高中，觉得非要吐露出自己的心声才能为高中生涯里的懵 懂情愫划上一个句点，但毕业晚会的时候最终还是被梗塞在了咽喉，后来再次站在他 曾经挥汗如雨的球场，看着他投过篮球的球框时，突然间发现自己已经想不起他的容 颜。 Originally, this world, can produce a chemical reaction to an event, in addition to resolutely, have to do, and time. 原来，这个世界上，对某个事件能产生化学反应的，除了非做不可的坚决，还有， 时间。 A persons time, yo
10、ur ideas are always special to clear. Want, want, line is clear, as if nothing could shake his. Also once seemed to be determined to do something, but more often is he backed out at last. Dislike his cowardice, finally found that there are a lot of love, there are a lot of miss, like shadow really h
11、ave been doomed. Those who do, just green years oneself give oneself an arm injection, or is a self-righteous spiritual. 一个人的时候，自己的想法总是特别地清晰。想要的，不想要的，界限明确，好 像没有什么可以撼动自己。也曾经好像已经下定了决心去做某件事，但更多的时候是 最后又打起了退堂鼓。嫌恶过自己的怯懦，最终却发现有很多缘分，有很多错过，好 像冥冥之中真的已经注定。那些曾经所谓的非做不可，只是青葱年华里自己给自己注 射的一支强心剂，或者说，是自以为是的精神寄托罢了。 At
12、the moment, the sky is dark, the air is fresh factor after just rained. Suddenly thought of blue plaid shirt; Those were broken into various shapes of stationery; From the corner at the beginning of deep friendship; Have declared the end of the encounter that havent start planning. Those years, thos
13、e days of do, finally, like youth, will end in our life. 此刻，天空是阴暗的，空气里有着刚下过雨之后的清新因子。突然想到那件蓝格 子衬衫；那些被折成各种各样形状的信纸；那段从街角深巷伊始的友谊；还有那场还 没有开始就宣告了终结的邂逅计划那些年那些天的非做不可，终于和青春一样， 都将在我们的人生中谢幕。 Baumgartner the disappointing news: Mission aborted. r plays an important role in this mission. Starting at the ground,
14、conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount
15、 Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.a The supersonic descent could happen as earl
16、y as Sunda. The weatheThe balloon will slowly drift to the edge of space at 120,000 feet ( Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform. Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. S
17、till, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end. Skydiver preps for the big jump When he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds.
18、 Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely. If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its n
19、ot needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters). In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds. Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters). cause there