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康柏与光综合传播预算及活动编排(ppt 60页)

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康柏与光综合传播预算及活动编排(ppt 60页)内容简介

康柏与光综合传播预算及活动编排目录:
一、品牌传播
二、户外广告
三、促销活动
四、康柏和光网页和网络广告
五、公关活动
六、渠道活动

 


康柏与光综合传播预算及活动编排内容提要:
活动的总体感觉
从消费者身上所感觉到的:
促销现场中最热心参与者是13-18岁的学生(其中1/3的学生已有购买电脑的打算,特征是有家长陪同),目标对象十分清晰。
 The most interested participators on the spot are 13-18 year old students (1/3 of them already had the decision of buying a computer with their parents accompanied), so the target consumer is very clear to us.
消费者(学生家长)的品牌鉴别能力很低,他们往往提前收集各个品牌的宣传品,希望通过比较来进行选择。但是比较的结果是不再相信自己的判断力,最后只能是求助于周围的“专家”或自己的孩子。
 The consumer (parents of student) usually has no idea about the kind of different of brands, so they could collect all propaganda materials for comparison. After brands comparison, they usually got more and more confused and could not believe the judgment of themselves. At the end they can only ask the “experts” or their child.
学生一般对于自己的电脑知识和使用电脑的能力比较自信。表现是他们更积极的上机操作,而家长则更认真的听讲座。
 Students seems have much confidence about their computer knowledge and skill for they have strong interest to practice, but their parents are willing to take the lecture.
学生最在意的是电脑的配置(高级不高级)和外观(帅不帅),他们很少在意产品的价格;家长则注重产品的价格、质量(使用寿命) 、售后服务(坏了是否能及时方便地得到维修)以及未来的升级和更新换代问题。
 Students care more about the function and appearance but not the price, and parents always care about the price, quality (operate live), service (repair service) and the possibility of upgrade and renewal.
家长的疑虑是:宣传的真实性(是否真的像宣传的那么好?)和使用性(孩子是否能够充分开发电脑的大部分功能?)还是孩子只是把电脑当成游戏机使用。
 Worries of parents: the truthfulness (is it good as it is said?) and practical (could my child develop most of the computer’s function or it is only a game computer?) of the advertising.
购买康柏和光电脑时的忧虑:联合品牌是否会降低产品的质量?零售店是否值得信赖?
 Worries of Compaq Dawncom computer purchase: “Did the quality of unit-brand is as good as Compaq?” and “Can I trust in the retail store?”.
消费者认定康柏产品仍然为国产品牌,因此他们认为价位太高。
 Consumer thought that Compaq Dawncom were local brand and hence are price were so high.
联想电脑对我们的品牌形成很强的竞争力。
 Legend always have strong competition to our brand activities.
两次促销活动的方法对消费者都有吸引力,但它还不足以刺激顾客决定购买我们的产品。
 Consumer preferred both two promotion mechanics, but it not strong enough to stimulate consumers to select Compaq Dawncom.
广告对促销活动有很大的影响,希望尽可能多的投放广告以支持销售。
 Media support plays an import role in our sales promotion, more advertisement bring more sales.


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