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3、 Premiums,Contests & Sweepstakes,Refund offers,Bonus packs,Stamp & Continuity plans,Case 011,- TV-CM(30”,15”) - Radio-CM - Print - Banner,- 4 (TV/) - / - / - /DM/,product,media,creative,idea,plan,concept,Market Share, 11% A 15% B 30% C 32%,Core Value = price, 40% A 13% B 26% C 50%,Core Value = Benef
4、it,2005,2006, 1 2, 4 3, 33% A 6% B 27% C 25%, 20% A 15% B 39% C 50%,USP Discipline Ad Platform,Compet- ition,Target,Brand Essence,Positioning,planning,concept,Objective,USP Discipline Ad Platform,USP,Case 014,Brand strength,functional power,awareness power,image power,Reputation power,Brandstatus,A
5、27%,B 43%,D 11%,C 19%,Brand Power,B R A N D,Place,Price,Product,Package,Personality,Values,Benefits,Essence,New Brand Direction,Case 016,difference,relation,practical,specialty,convenience,suitability,Case 017,Communcation strategy,Risk,neutral,Message,Media,none,Integration, , ,- , ,Innovator,Early
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