某品牌整合即广告宣传策划方案（a brand integration is advertising planning scheme）

某品牌整合即广告宣传策划方案（ABRANDINTEGRATIONISADVERTISINGPLANNINGSCHEME）ABRANDINTEGRATION,ADVERTISING,PLANNING,MARKETING,MARKETINGCHINAENTERPRISETRAININGNETWORKUSERNAMEPASSWORDFREEREGISTRATIONENTERPRISEMEMBERS,LECTURERS,REGISTEREDTRAININGINSTITUTIONSTOFINDPASSWORDSTHEWEBSITE|OPENCOURSE|INFORMATIONCHANNEL|ENTERPRISETRAINING|WITHINTEGRAL|DATADOWNLOAD|HARVARDBUSINESSREVIEW|BOOKSMATERIALS|COOPERATION|MBA|TEXTCOURSEENROLLMENTOUTDOORTRAININGCOURSES|FORUM|CULTURE|LECTURERDATAMALLHOTDATA|NORTHBUSINESSREVIEW|RECRUITMENTADVERTISINGSERVICE|FAVORITESTHESEARCHFORINFORMATIONTHEOPENCLASSTRAININGCLASSTRAININGINSTRUCTORTRAININGINSTITUTIONSTODOWNLOADRESOURCESCOURSENUMBERCOURSESSTRATEGICMANAGEMENT,MARKETING,HUMANRESOURCES,LABORLAWSANDREGULATIONS,INTEGRATEDMANAGEMENT,FINANCIALMANAGEMENT,PRODUCTIONMANAGEMENT,RNEWPLANTEQUIPMENTISADVANCED,PRODUCTOFSKILLEDWORKERSISNOTHIGH,SUITABLEFORTHEPRODUCTIONOFSIMPLESTRUCTUREPRODUCTS,MAINLYINTHEDOMESTICSALESOFPRODUCTSACCORDINGTOTHECOMPANYSSALESRECORDSANDCURRENTSTATUS,MAKEREASONABLEFORECASTFORTHECOMPANYSSALESNEXTMONTH,SOASTOFORMULATESAFETYPRODUCTIONPLANFORMULAANDSAFETYINVENTORYLEVELTOMAKEREASONABLEMONTHLYPRODUCTIONPLANORDERMARKETINGADJUSTMENTANEWMARKETINGPOLICYWASLAUNCHEDATTHEAUGUST2003SHOWINORDERTOEXPLORENEWMARKETINGMODELS,THECOMPANYESTABLISHEDADIRECTSTOREINGUANGDONGDISTRICTIN2004CHANGEACITYBEFOREONLYAFRANCHISEDDEALERMODE,FOREACHSERIESOFPRODUCTSTODIFFERENTDEALERSOPERATINGINTHESAMECITY,BOTHTOEXPANDTHECOMPANYSBRANDINFLUENCEONCONSUMER,ISCONDUCIVETOTHEESTABLISHMENTOFTHEBRANDINTHECONSUMERGROUPS,BUTALSOCONDUCIVETOTHECOMPANYTOREDUCEITSRELIANCEONASINGLEDEALER3THECOMPANYTAKE“DAFUHAOFUZHIDAO100CITYRANGLIBARGAIN“PROMOTIONALACTIVITIESANDTHE“NEWYEARSDAYPROMOTIONALACTIVITIESANDTHEESTABLISHMENTOF“STRAIGHTBATTALIONOFMALIGNANTINVENTORYPROCESSING,BUTTHEEFFECTISNOTVERYOBVIOUS,ONESTEPSHOULDBEDETERMINEDFORSALEOFTHOSEPRODUCTSORDURINGTHEEXHIBITIONUNDERTHERECOMMENDEDCOMPANY,THECOMPANYPRODUCTSPLACEDINCOMPANIESORFACTORIES,THEAUCTIONSITEINORDERTOPROMOTETHESOFASERIES,THECOMPANYESTABLISHEDTHETHREEDEPARTMENTOFMARKETINGINFEBRUARY2004,WHICHISRESPONSIBLEFORTHEPROMOTIONANDSALEOFSOFASERIESDURINGTHEOFFSEASONOFFURNITURESALES,APROMOTIONWEEKISESTABLISHEDEVERYYEARDURINGTHEPERIODOFFURNITURESALES,ANDDEALERSINDIFFERENTREGIONSREGULARLYCARRYOUTPROMOTIONACTIVITIESINLOCALFRANCHISEDSTORES4EXTERNALINTEGRATIONTHEMEDIAGENERALPLANFORADVERTISINGIN2004THISWILLBEAFULLRANGEOFADVERTISINGTOPROMOTETHEBRAND,FOCUSINGONCONSUMERGROUPSINTHEESTABLISHMENTOFTHECOMPANYBRANDINCLUDETELEVISIONADVERTISING,ADVERTISING,RAILWAYMAGAZINEADS,REGIONALADVERTISING,LOCALADVERTISINGANDREWARDDISTRIBUTIONCOOPERATIONTVCOMMERCIALSSHOOTACLASSICADVERTISINGFILM10TO15SECONDSANDCONTINUETOPLAYINCCTVAFTERJULYTHEPLANNEDBROADCASTMONTHSARE8,9,10,11,12ANDFIVEMONTHS,WITHAMONTHLYESTIMATEOF300THOUSAND,IE,THETOTALCOSTIS1MILLION500THOUSANDRAILWAYADSONTHECOUNTRYSBETTERLONGDISTANCEROUTESONTHETRAINWALLSTOCARRYOUTGRAPHICADVERTISINGPLANTOPICK56ROUTE,FROMTHE“FIVE“LABORDAYTODOTHECOSTOFEACHTRAINIS70THOUSANDPERYEAR,ORAROUND400THOUSANDMAGAZINEADVERTISINGAVIATIONMAGAZINEANDCOMPANYRUNBYTHE“RICHISLAND“MAGAZINE,THECOSTISABOUT500THOUSANDREGIONALADVERTISINGPLANSTOCARRYOUTREGIONALADVERTISINGINTHREELOCATIONSINBEIJING,SHANGHAIANDGUANGZHOUSHENZHEN,INCLUDINGLOCALTELEVISIONSTATIONS,RADIOSTATIONS,NEWSPAPERS,MAGAZINESANDOUTDOORADVERTISING,WITHAPROVISIONALESTIMATEOF800THOUSANDLOCALADVERTISINGJOINTWITHDEALERS,ACCORDINGTOTHEACTUALSITUATIONINDIFFERENTPLACES,THECOSTISESTIMATEDTOBE500THOUSANDTHEABOVEADVERTISINGFEESADDUPTOABOUT3MILLION700THOUSAND,ACCOUNTINGFORABOUT5OFTHECOMPANYSANNUALSALESITSSPECIFICOPERATIONPROCESSISASFOLLOWSTHEADVERTISEMENTOFTHEMARKETINVESTIGATIONIN2004,28MONTHS,THEADVERTISINGMARKETNECESSARYRESEARCHTHEMAINCONTENTSAREMARKETRESEARCHOFCOMPANYBRANDADVERTISINGMEDIARESEARCHADVERTISINGAPPEALS,DIRECTIONS,SURVEYSRESEARCHONOVERALLIMAGEDESIGNOFCOMPANYBRANDADVERTISINGBUDGETTHEADVERTISING,DELIVERYPERIODOVERALLSTRATEGIESFORADVERTISINGTHEOVERALLORIGINALITYOFADVERTISINGFILMSANDPRINTADVERTISEMENTSPRODUCTIONOFADVERTISINGFILMSANDPRINTADVERTISEMENTSLAUNCHINGIN6122004DURINGTHEMEDIUMTERMAROUNDOCTOBER,THECOMPANYASSESSEDTHEMEDIUMTERMEFFECTANDGAVEIMMEDIATECORRECTIONSAFTERTHEENDOFTHEADVERTISEMENTEVALUATIONOFADVERTISINGEFFECTIVENESSAFTERTHEENDOFADVERTISINGSECONDEVALUATIONSOFADVERTISINGEFFECTIVENESSTHREEMONTHSAFTERTHEENDOFTHEADVERTISINGCAMPAIGNSUMMARYOFTHISADCAMPAIGNFORTHECOMPANYSLONGTERMADVERTISINGSTRATEGYTOACCUMULATEEXPERIENCEADVERTISINGCREATIVEPLANNINGSCHEMEMOSTOFTHEEFFECTSOFTELEVISIONADVERTISINGCOMEFROMADVERTISINGITSELF,SOADVERTISINGIDEASAREVERYIMPORTANTINTHISADCAMPAIGNTHEORIGINALITYOFTVADVERTISEMENTSORIENTALZENCREATIVESOURCEONTHEBUSTLINGMODERNCITYWITHDISCONTENT,FULLYEMBODIESTHERICHCOREPRODUCTSWHITEBEECHORIENTALZENTHEPURPOSEFIRST,PRODUCTDEMANDTHEWHITEBEECHPRODUCTSTOTHEAUDIENCETWO,BRANDAPPEALTOINTRODUCETHEBRANDTOTHEAUDIENCEADVERTISINGSCENEINABIGSPENDERFURNITUREDECORATIONINTHEBEDROOMENVIRONMENTREFLECTSTHEQUIET,PEACEFUL,HARMONIOUS,EMBODIESTHE“ZEN“STYLE,AYOUNGWOMANINTHEBEDSITCROSSLEGGEDFUZHIDAOBEDINTHEBEDROOMZENMEDITATIONCENTERTHEWORDBACKACROSST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