华为智能手机广告策划书指导老师：xxx策划组长：xxx组员：xxx目录引言 ·····················································3一、市场分析 ·············································3（一）营销环境分析 ·······································3（二）竞争状况分析 ·······································4（三）消费者分析 ·········································4（四）产品分析 ···········································4（五）企业和竞争对手分析·································6（六）分析总结 ···········································7二、广告策略·············································8（一）广告目标策略·······································8（二）广告定位策略·······································8（三）广告诉求策略·······································9三、广告创意············································11（一）广告表现策略······································11（二）广告创意表现······································12四、广告媒介策划········································13（一）媒介背景分析······································13（二）目标消费者媒介分析································14（三）媒介策略··········································14五、广告预算分配与效果评估············...
