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1、策略性媒体企划市场营销生产者角度怎样才能将产品多卖一些呢？消费者角度怎样才能使消费者多买一些呢？市场学：最简短的定义比其它竞争品牌比其它竞争品牌更能满更能满足足顾客的顾客的需要，且要有，且要有盈利盈利。基本市场学 把消费者放在一切市场活动的中心点。 重视产品带给消费者的利益利益，而非产品本身。查尔斯露华浓“我们在工厂里生产化妆品，但在售点那里则是出售希望”购买发生的过程.需求正确的4Ps广告策略创意策略媒介策略购买购买但若我们选择了错误的媒体.需求正确的4Ps广告策略创意策略媒介策略但若我们选择了错误的媒体.需求正确的4Ps广告策略创意策略媒介策略更糟的情况是.购买竞争对手购买竞争对手的产品的
2、产品需求正确的4Ps广告策略创意策略媒介策略创意媒介=X-10+100+10影响范围10%20%80%90%投放金额媒介在市场传播的重要性（一）广告效果知名度了解度偏好度购买欲望初次购买忠诚度/口碑媒介在市场传播的重要性（二）创意媒介出现机率（%）-100创意+100创意优劣创意分配图当大部分的广告创意都属于一般时：只有通过媒介才能创造出差异！媒介媒介品牌X品牌Y广告量愈大，市场占有率愈高？让我们看一下数据： 65%第一品牌，广告量排名第一 90%广告量排名第一，而非第一品牌者，其成长率都远超于第一品牌我们的目的就是要找出那一半！“我知道我的广告费中有一半是给浪费掉的。但我不知道是哪一半！”J
3、ohnWannamaker,1950持久有效的媒介策略不单可帮助客户 建立品牌更可帮助客户 巩固品牌累积 品牌资产怎样才能更有效地接触目标消费者？ 媒体企划 ：做对的事情 媒体执行 ：把事情做对媒体企划：做对的事情SMART Strategy策略SMART Region地域性SMART Timing时间性SMART Assess效果评估SMART Mix媒体组合“SMARTPlanning”媒体企划：做对的事情SMART Strategy策略SMART Region地域性SMART Timing时间性SMART Assess效果评估SMART Mix媒体组合“SMARTPlanning”一切从
4、消费者的洞察开始SMARTStrategy策略 针对品牌、市场目标、及广告目标；制定出相配合的媒体策略 利用消费者調研资料；找出接触他们的最佳机会点：中国有关的资料了解宏观的市场情况CMMS - 提供20个城市深入的消费习惯及生活形态资料CNRS - 提供30个城市广泛的媒体习惯及生活形态资料 协助监督及完成既定策略与中国有关的资料资料范围 基本人口数据 基本经济数据 政府的政策与法规 未来发展方向应用目的：了解市场的宏观情况在那里找？ 统计年鉴 统计年鉴、剪报、资讯网站 剪报、资讯网站 剪报、资讯网站部分与部分与中国中国有关的资讯网站有关的资讯网站 .HOMEINTERNETWTOINFOT
5、ECHTELECOMFINANCEMEDIA&ENTERTAINMENTAUTOMOTIVEAGRICULTURECOMMENTARYREFERENCETOOLSTAIWANINTHENEWSBLACKMARKETOTHERINDUSTRIESE-STORECHINAMEDIAGUIDEABOUTUSCHINAPOPPREMIUMSOLUTIONSWUWEIGHSINNetgatekeeperseeksstrongerpadlock(5December2000)WuJichuancallsforatighterwatchontheWeb,whilealsochastisingthemediaf
6、orthecalling-party-paysfiasco.StorybyLesterJ.Gesteland,ChinaOnlineNewsUpdated6December200023:54GMTEconomicnewsSTraditionalChinesemedicinetakesupfightagainstHIV(5December2000)ThereisgrowingconcernthattheAIDSepidemicinAsiaissettoreachAfricanproportions.Herbalmedicinesmayhelpstemthetide.StorybyCalumMac
7、LeodinBeijing,ChinaOnlineNewsInternet8NewcarsalestaxtopavewesternChinasroads(5December2000)Anew10percentvehiclesalestax,whichwillreplacetheexistingvehiclepurchasesurcharge,willprovidefundingfornewroadconstructioninwesternChina.FinancialservicesHNetcastChoose your speed56K100KBREAKINGCHINANEWSfromReu
8、tersMORECHINABRIEFINGCHINASMARKETS5December2000CLOSECHANGEShanghaiBShares77.54-0.36%ShenzhenBShares121.150.02%ShanghaiAShares2215.69-0.02%ShenzhenAShares694.92-0.22%Enter stock code or company name to get quotes ( Disclaimer )HongKongStocksHangSengIndex12/6/00GEMIndex12/6/00TODAYSTOPHEADLINESINJAPAN
9、ESECOMMENTARYNewNetrulesnotanuisance?(5December2000)TheOctoberreleaseofnewInternetregulationscausedaflurryofmediaactivity.Butwhenexaminedinacriticallight,thenewregulationsseemsurprisinglyold,saysDavidCowhig.Wanted:Jobfortheunwantedmigrant(4December2000)Chinaslaborforceisconstantlyinflux.TamaraJackad
10、iscussesthebarriersanddiscriminationthatruralmigrantworkersfacewhentheyarriveinthecity.13factsaboutChinaECONOMICFOCUSWEATHERBeijingHongKongShanghaiLETTERSTOTHEEDITORGiveusyourfeedbackWEEKLYNEWSLETTERFortheweekendingDec.1,2000EYEONTAIWANVirtualrealitiesBy John TkacikCORRECTIONSFreeDailyHeadlinessubsc
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12、ineisanindependentsourceofbusinessinformationandisnotfundedbyanygovernmentChinaOnline2000 .HOMEINTERNETWTOINFOTECHTELECOMFINANCEMEDIA&ENTERTAINMENTAUTOMOTIVEAGRICULTURECOMMENTARYREFERENCETOOLSTAIWANINTHENEWSBLACKMARKETOTHERINDUSTRIESE-STORECHINAMEDIAGUIDEABOUTUSCHINAPOPPREMIUMSOLUTIONSWUWEIGHSINNetg
13、atekeeperseeksstrongerpadlock(5December2000)WuJichuancallsforatighterwatchontheWeb,whilealsochastisingthemediaforthecalling-party-paysfiasco.StorybyLesterJ.Gesteland,ChinaOnlineNewsUpdated6December200023:54GMTEconomicnewsSTraditionalChinesemedicinetakesupfightagainstHIV(5December2000)Thereisgrowingc
14、oncernthattheAIDSepidemicinAsiaissettoreachAfricanproportions.Herbalmedicinesmayhelpstemthetide.StorybyCalumMacLeodinBeijing,ChinaOnlineNewsInternet8NewcarsalestaxtopavewesternChinasroads(5December2000)Anew10percentvehiclesalestax,whichwillreplacetheexistingvehiclepurchasesurcharge,willprovidefundin
15、gfornewroadconstructioninwesternChina.FinancialservicesHNetcastChoose your speed56K100KBREAKINGCHINANEWSfromReutersMORECHINABRIEFINGCHINASMARKETS5December2000CLOSECHANGEShanghaiBShares77.54-0.36%ShenzhenBShares121.150.02%ShanghaiAShares2215.69-0.02%ShenzhenAShares694.92-0.22%Enter stock code or comp
16、any name to get quotes ( Disclaimer )HongKongStocksHangSengIndex12/6/00GEMIndex12/6/00TODAYSTOPHEADLINESINJAPANESECOMMENTARYNewNetrulesnotanuisance?(5December2000)TheOctoberreleaseofnewInternetregulationscausedaflurryofmediaactivity.Butwhenexaminedinacriticallight,thenewregulationsseemsurprisinglyold,saysDavidCowhig.Wanted:Jobfortheunwantedmigrant(4December2000)Chinaslaborforceisconstantlyinflux.TamaraJackadiscussesthebarriersanddiscriminationthatruralmigrantworkersfacewhentheyarriveinthecity.13
