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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 that
3、 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, harmo
4、ny, 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 super
5、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内敛的
6、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 multinational c
7、ompanies. 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 上市宣传 新产品形象
8、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 分析法竞争竞争 环境环境公司公司/ /品牌品牌消费者消费者寻求三者的 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 bel
9、ieve 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 cre
10、ate 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自身产品 与品牌与品牌整体整体设计与性能上革命性的突破与改变品牌品牌全球产品定位：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 believe
11、 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, we bel
12、ieve 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品牌内敛尊贵并彰显突破与改变的品牌个性品牌品牌 主张主张突破与创新的新思维传播执行规划2将上市传播划分为两个阶段4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3 1以创想改变未来为主题贯穿始终3 3推出低端高技术的2 OTFSIWe bel
13、ieve 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, we
14、 believe that Chinas power! We hope to innovation, harmony, Chinas intention to create a super brands, Chinese multinational companies. 第一第一 阶段阶段传播计划：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第二 阶段阶段传播计划：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第一 阶段阶段全新奥迪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
15、路驰骋 道路篇犒赏篇第二第二 阶段阶段全新奥迪A6L革命性的技术创新 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 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 b
