广告公司整合推广服务内容清单.doc.doc 6页

项目整合推广服务内容 一、项目广告推广服务内容 A、区域市场调查报告 a、广告环境分析 b、广告竞争对手分析 B、广告推广策略提案 a、项目定位 项目品牌定位 项目形象定位 目标客户群体定位 销售区域定位 b、广告推广主题 广告语方案 系列推广主题 诉求内容 c、广告风格拟定 诉求方式 平面风格 广告文案风格 d、各推广阶段广告策略 形象导入期广告主题、诉求内容、媒体、工作进度 开盘强销期广告主题、诉求内容、媒体、工作进度 续销期广告主题、诉求内容、媒体、工作进度 消化期广告主题、诉求内容、媒体、工作进度 e、促销及公关活动策略 促销策略 促销活动方案 新闻发布会、开盘、封顶、入伙等礼仪活动方案 公关活动策略 公关活动方案 f、媒体策略 媒体组合策略 媒体选择 媒体发布频度 媒体版面拟定 g、推广费用预算及分配 C、品牌识别系统设计与建立 a、项目中英文命名方案 b、基础系统设计 项目标志设计 标准色、辅助色 中英文标准字体 标准组合 印刷字体 辅助图形 项目标准色样本 项目标准字体样本 项目标准组合样本 象征图形与吉祥物 c、应用系统设计 名片 文件夹 徽章 售楼服装 领带 形象墙 贺卡 请柬 d、卖场营造 工地围板 工地广告牌 路线导示 售楼处导示牌 售楼处欢迎牌 路灯旗 彩旗 三角旗 楼体条幅 广告汽球 停车导示 e、售楼处形象展示 欢迎牌 背景板 展板规范（项目简介、房型图、销控表、付款方式、装修标准、物业管理、设备配套等） 台面标牌（领取资料、洽谈处、收款处、签约处等） 门楣标牌（财务室、资料室、洗手间标牌） 示范单位标牌（户型、面积、功能） 示范单位功能指示牌（房间面积、随楼附送等） 示范单位警示牌（禁止吸烟、禁止拍摄、请勿触摸等） 挂旗 f、户外流动展示 展位及气氛布置 活动展板 看楼车体形象 车体广告 候车亭广告 户外广告 g、促销及公关活动礼品 工艺礼品 礼品包装设计 礼品袋设计 h、工程形象展示 楼层牌 工地安全警示牌 工程建设口号 D、售楼资料 a、楼书 b、三折页 c、单张 d、海报 e、生活手册 E、广告推广服务 a、广告推广建议 各阶段推广计划 月度推广总结分析下阶段推广策略调整计划 广告运作安排 b、各阶段新闻宣传 新闻缮稿主题 新闻缮稿发布计划 c、各阶段活动方案（第三方执行，我司仅配合创作指导） 公关活动 促销活动 庆典礼仪 d、广告媒体计划 F、电视广告 a、脚本创作 b、三维影视动画 c、影视广告拍摄及后期制作 注：F项为第三方公司创作并另行收费，我司仅配合创意指导 二、项目全程广告策划 A、广告市场调查与分析 a、广告营销环境分析 b、广告竞争对手分析 c、广告目标客户群分析 B、广告定位 a、市场定位 物业市场定位 消费群体定位 b、功能定位 项目功能定位 自动功能定位 c、形象定位 项目形象定位 目标客户群体形象定位 C、广告策略及创意构想 D、传播与媒介策略的制定 a、传播策略遵循的原则 b、传播与媒体覆盖策略目标 c、分阶段传播策略的制定 d、媒介炒作计划的制定、实施及调整 E、促销活动策略及工具选择 F、公共关系策略（含各类公共关系活动、新闻炒作等策划） G、分阶段广告策略的制定 a、进入市场的时机与姿态 b、调整与控制策略 c、分阶段目标制定 d、分阶段战术安排 H、整合营销传播阶段性策略与组合 a、筹备期策略 b、试销期策略 c、引销期策略 d、强销期策略 e、促销期策略 三、项目理解及概念提升 A、对建筑风格的建议 B、环境的建议 C、规划、配套的建议 D、物业管理与家居服务的建议 E、售楼处外观形象概念提示 F、示范单位形象概念提示 G、项目示范部分的概念提示 四、项目全程跟进服务 A、实行例会制 B、实行专案小组制 pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of training helps releasing personnel, but the weapon lost. Is autumn, Ding Bingcheng Wujiang was ordered to open up again, its task is: towards reconstruction guerrillas, Communist-led team. Along with Liu Zirong (Liu), Zhang Yan (Liu), huada busy (Chen Zhengzhi), Yu Zhe (Zhou Fen), Ye Chu Xiao (Lu Qiusheng), Henry (nandeqin), anti- players. Flat looking men Shen Yuezhen as a guide. Shen Yuezhen Ding Bingcheng single leader, Shen Yuezhen specializing in intelligence work, in September, through Mao Xiaocen served as the KMTs County Clerk, Shen Yuezhen after entering the County, deftly juggling between elites, was Chang Shen Liqun, who appreciated, has created favorable conditions for gathering intelligence. Meanwhile, Shen Yuezhen introduce jindapeng (Kanewaka Wang), xiaoxin was joined the resistance, also actively doing the standing political instructor Yu Qingzhi Shen Wenchao, Secretary of Justice and County Government pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of training helps releasing personnel, but the weapon lost. Is autumn, Ding Bingcheng Wujiang was ordered to open up again, its task is: towards reconstruction guerrillas, Communist-led team. Along with Liu Zirong (Liu), Zhang Yan (Liu), huada busy (Chen Zhengzhi), Yu Zhe (Zhou Fen), Ye Chu Xiao (Lu Qiusheng), Henry (nandeqin), anti- players. Flat looking men Shen Yuezhen as a guide. Shen Yuezhen Ding Bingcheng single leader, Shen Yuezhen specializing in intelligence work, in September, through Mao Xiaocen served as the KMTs County Clerk, Shen Yuezhen after entering the County, deftly juggling between elites, was Chang Shen Liqun, who appreciated, has created favorable conditions for gathering intelligence. Meanwhile, Shen Yuezhen introduce jindapeng (Kanewaka Wang), xiaoxin was joined the resistance, also actively doing the standing political instructor Yu Qingzhi Shen Wenchao, Secretary of Justice and County Government1 pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of training helps releasing personnel, but the weapon lost. Is autumn, Ding Bingcheng Wujiang was ordered to open up again, its task is: towards reconstruction guerrillas, Communist-led team. Along with Liu Zirong (Liu), Zhang Yan (Liu), huada busy (Chen Zhengzhi), Yu Zhe (Zhou Fen), Ye Chu Xiao (Lu Qiusheng), Henry (nandeqin), anti- players. Flat l