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1、广告学教程,Advertising Directory,We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also b
2、elieve that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,We believe that the power of advertising,广告实战案例Advertising Real Case,We believe that the power of advertising, we also believe tha
3、t the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harm
4、ony, Chinas intention to create a super brands, Chinese multinational companies.,超越 在顶峰之后一汽大众“奥迪A6”上市传播 Agency：上海灵狮广告有限公司,We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a supe
5、r brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,内敛的品牌个性+“车、人”辉映的传播形式,奥迪在广告策略中遵循延续进取而
6、内敛的品牌个性和“车、人”辉映的传播形式来突出产品的优势，更要映衬“人”的卓越，提出源自产品高于产品、与目标群共鸣的先进理念和思想为品牌主张，在传播上也达到高度，彰显优势姿态。,市场背景,We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinatio
7、nal companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,宝马,奥迪 头把交椅,奔驰,皇冠,豪华车市搏杀激烈,天籁,课题,奥迪面对5年一度的产品大改变（机遇？挑战？） 与灵狮6年的合作
8、上市宣传 新产品形象的明晰 产品的改变与优势 品牌资产的遵循与延展 原有品牌不良形象的转变 传播策略与市场推广策略的配合,三角度 分析法,竞争 环境,公司/品牌,消费者,寻求三者的关联与发现挖掘突破点确定沟通核心、策略,思考 方法,领导品牌 阻击追赶的最有效手段： 创新 （产品的创新 传播的传新）,宝马5系： 动力与操控 驾驶乐趣 自信 外显 锋芒毕露,竞争环境,奥迪A6： 全新产品的突破与创新 内敛的品牌个性 突出人的卓越,We believe that the power of advertising, we also believe that the brand strength, we
9、 believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to
10、 create a super brands, Chinese multinational companies.,产品,在设计和性能两方面都有突破性创新,设计,一体式梯形格栅前脸 尾部微翘 加长车身 加长轴距,性能,4.2升V8+3.2升V6TFSI发动机 MMI多媒体交互系统 Quattro全时四驱 7速手自一体变速箱,自身产品 与品牌,整体,设计与性能上革命性的突破与改变,品牌,全球产品定位：极致进取 引领时代 全球品牌口号：突破科技 启迪未来,目标消费群,股份制企业高管,大中型私企老总,中国社会新崛起的时代精英,迅速国际化的国内公司CEO,少壮派政府高官,专业高级白领,策略思考总结,We
11、 believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength
12、, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,产品,产品定位：最进取的公、商务座驾 设计与性能上的突破是支持点,品牌,内敛尊贵并彰显突破与改变的品牌个性,品牌 主张,突破与创新的新思维,传播执行规划,推出全新奥迪A64.2/3.0高端产品 树立A6L的高档形象 向市场要形象,推出低端高技术的2 OTFSI,We believe that the power of
13、advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas po
14、wer! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,第一 阶段,传播计划：以告知上市和建立形象为主要目的 传播手段：以电视形象广告为统领，系列形象平面广告为呼应,第二 阶段,传播计划：以提升销量和突出产品优势为目的，以产品广告为主 传播手段：以产品卖点平面广告为主体,创意表现,第一 阶段,全新奥迪A6L形象广告：一辩证的突破性思维，来诠释具有中国智慧的进取观。 思路驰骋 道路篇犒赏篇,第二 阶段,全新奥迪A6L革命性的技术
15、创新 水滴篇雪坡篇获第二届中国汽车广告奖平面创意金奖,第一阶段平面广告 道路篇,奥迪A6水滴系列-火山篇(最佳创意奖),奥迪A6水滴系列-马奔篇(最佳创意奖),奥迪A6水滴系列-瀑布篇(最佳创意奖),广告效果,We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese
16、 multinational companies. We believe that the power of advertising, we also believe that the brand strength, we believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies.,效果 评测,2005年9月：实际销售3372辆 2005年10月：实际销售3228辆 2005年11月：实际销售5588辆 创一汽大众奥迪历史销售最高纪录,成功 核心,在“突破与创新”思维的指导下，突破“官车”的羁绊， 成功转型为“中国社会新崛起的时代精英” 对
