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1、1 1奥迪奥迪AAAAAA二手车推广活动方案二手车推广活动方案2 2目录Catalogue目录 / Catalogue第一阶段:信守标准 承启未来奥迪AAA二手车品鉴会 Stand By The Standard, Open The Future- Audi AAA second-hand vehicle appraisal meeting y活动内容 Summaryy活动亮点 Highlighty主要物料设计 Material designy后期媒体宣传 Media boom第二阶段:信守标准 承启未来奥迪AAA二手车(华星名仕)Stand By The Standard, Open The
2、 Future- Audi AAA second-hand vehicle (Huaxing Mingshi)y活动目的 Aimy媒体投放计划 Media delivery plan3 3时间:08年8月16日地点:四川省成都,鱼凫国都温泉大酒店活动主题:信守标准 承启未来奥迪AAA二手车品鉴会 内容:奥迪AAA二手车业务介绍奥迪AAA二手车评估标准路试第一阶段活动/First stage activityTime: 16.08, 2008Place: Sichuan Chengdu, Yufu Hot Springs Hotel Theme: Stand by the standard, o
3、pen the future-Audi AAA second-hand vehicle appraisal meetingSummary: Audi AAA second-hand vehicle introductionAudi AAA second-hand vehicle evaluation standardDriving experienceTime: 16.08, 2008Place: Sichuan Chengdu, Yufu Hot Springs Hotel 4 4人数:预计80人(媒体6人;试驾嘉宾30-40人;家属20-30人)车辆: 8台试驾车(2A4新/2A4二手;2
4、A6新/2A6二手)2台工作车(1台领航/1台押尾)人员安排:试乘嘉宾上午:奥迪AAA二手车业务介绍/鉴车下午:路试家属上午:奥迪AAA二手车业务介绍/鉴车 或 自 由活动下午:娱乐区:温泉/游泳Personnel: 80(Media 6,clients 30-40,relations 20-30) Vehicle: 8 trial cars 2 service carsPersonnel arrangement:Clients:AM: 2nd-hand vehicle introduction 2nd-hand vehicle evaluationPM: Driving experience
5、Relations:AM: 2nd-hand vehicle introduction 2nd-hand vehicle evaluation Free activityPM: Amusement: Hot wellQuality- Core selling point; Examination- 110 items check, dispel consumers gaingiving;Service- 4S service same as the new car, enhance the worthiness;Securely use- all for the consumers; Disc
6、ount information;Dealer telephone& address.1818媒体投放形式:报广:全程投放四期1/2彩版每期同时选择两家媒体投放,2款平面稿报广以硬广+软文形式呈现媒体建议:成都商报星期一汽车版、华西都市报星期一汽车版电台:电台套播,10次15、6次15投放时间:1个月媒体建议:省交通广播电台、飞扬之声、城市之音、岷江音乐台Media delivery form:Newspaper: color edition on 4 issues 2 media delivery- 2 Key visualKey visual& advertorialMedia sugge
7、stion:Chengdu Commercial Newspaper car edition Huaxi City Newspaper car edition Broadcast:1510times, 156timesPeriod:1 monthMedia suggestion:Sichuan Traffic Broadcast, Voice of Feiyang, City Voice, Minjing Music Broadcast 后期媒体宣传/Media boom1919时间: 08年8月6日-08年12月31日活动方:奥迪西区代表处/成都华星名仕奥迪活动主题:信守标准 承启未来奥迪A
8、AA二手车内容:媒体投放促销让利目的: 提高“奥迪AAA二手车”在当地的知名度扩大置换、促销新车、拉动延修、售后攒利第二阶段活动/Second stage activityTime: Aug6- Oct31,2008Host: Audi FAW-Volkswagan automotiveHuaxing mingshiTheme:Stand by the standard, open the future- Audi AAA second-hand vehicleContent:Media deliveryPromotionAim: Enhance Audi AAA 2nd hand vehic
9、le reputeEnlarge replacement, Promotion, Extend repair circle, Gain profit.2020媒体投放形式:电台:在省市13家广播电台中,在选择收听率较 高的主流频率省(101.7)、市(91.4、94.6、95.5 )电台共4家,进行长期合作。每日套播6次。互动信息:不同阶段、不同主题、针对不同目标客户 ,制作不同的短信群发内容。 新闻平面:选择市域成都商报或省域华西都市 报两大主流媒体合作,先期投放1月4次平面软文。互联网络:华星名仕网站二手车专页,与“奥迪AAA 二手车网站”套链,后期视情况与“四川二手车网” 、“成都二手车
10、网” 套链。 Media delivery form:Broadcast:Cooperate with 101.7, 91.4, 94.6, 95.5,and broadcast 6times per day.Interactive info:SMS delivery on different themes& clients in different time.Key visual:Cooperate with Chengdu Commercial Newspaper& Huaxi City Newspaper, publish 4 times KV per month.Internet:2n
11、d hand online info on Huaxing mingshi web, then cooperate with Sichuan and Chengdu 2nd hand vehicle webs.媒体投放形式/Media delivery form2121媒体投放形式/Media delivery formOutdoors advertisement: Two big propaganda positions already existed which using Huaxing ingshi carried on the propaganda.Its Underground p
12、arking garage, Washroom media.In shop handbill poster notice:In the different stage, the different subject, the manufacture different shop front material and the knife flag and so on, echo correspondingly with the subject activity, dry hold the atmosphere 户外广告:利用华星名仕既存的“地下停车场”、“ 洗手间媒体”两大宣传阵地进行“奥迪AAA二手车” 宣传。店内招贴:不同阶段、不同主题、制作不同的店宣及 刀旗等,与主题活动相应呼应,烘托气氛 。2222