1. Promotion of media mix and distribution of media
5. 1 promotion of cost principles
:: operate with medium advertising cost budgets, while promoting wide coverage and focus
• maintaining a high percentage of newspapers, networks, text messages and advertising inputs, and ensuring that outdoor advertising inputs are updated
• effectively increasing cost efficiency and reducing unnecessary waste
5. 2 extension cost budget and percentage of all phases
Based on the size, image, product, etc. Of the project itself, the need for the project's geographical value, business brand presentation, project product promotion etc., it is proposed to adopt a strategy of high sales time and low pre-sales and post-sales inputs, so the overall cost of extension is projected at 1. 5 per cent of the total market value of the marketable properties, with a total advertising cost of approximately 1. 8 million based on the project's 120 million sales。
5. 3 media selection analysis
Type of media main category
Printed media, newspapers, morning newspapers
Journals, today's ningcheng
Project dm materials, bills, building books, pages, etc
Electronic media, television, information channels, interactive channels
Nin yuang housing information network (nxfxx)
Radio /
Elevator ad/
Sms, sms platform. Business
Outdoor displays, road displays, large household outreach boards
Bus packing, bus booths, station signs, body advertising
Field packing group, live vi packaging
Outreach displays
5. 4 media representation recommendations
Type of media
:: promotion of corporate branding, project image, project marketing and activities
Outdoor advertising, urban cannons, 20%
Networks importing, presentation of products 8% 14. 4
Cell phone text, project sales and activities
Project dm promotion material conveys project sales information and product displays (lists, folds, building books, etc.)
Import and image of the project 15% 27
Elevator ads, business branding, project image, project marketing information 15% 27
Television project import, business branding, project image creation
Radio
Magazines
Total 100% 1. 8 million
2. Advertising node
Based on the current project work schedule and marketing progress, it is expected that the opening of the first phase will be smooth at the end of may 2009 (tentative opening time 5. 1.), and therefore, in line with marketing progress and work progress, the following advertising nodes will be developed: surge, detonation, duration, extension period
3. All stages of the advertising programme
Phase i: advertising period
Period: march 2009-april 2009
As a result, the focus of the advertising campaign at this stage has been on the centralization of the first phase of the project in the context of the first phase of the project, the rapid introduction of the first phase of the project and the enhancement of the project's market visibility and recognition, thus providing more effective sources of hospitality and laying the foundation for the start-up of the project。
Positioning phrase: the first-highest waterfront mansion in the region
Main outreach message: the most `coastal' balcony building
Stage media: outdoor advertising newspaper bus advertising project dm promotional material network advertising sms elevator advertising
Advocacy portfolio strategy:
• to present a full picture of the project topics in the form of large-scale outdoors, bus advertisements, banners and publicity
• complementing other means of propaganda, such as newspaper software and the internet, to create a full market layout。
Work cooperation: ministry of works obtains a pre-sale licence
Phased advertising programme:
March: main media: outdoor advertising, bus advertising, internet, project dm publicity, elevator advertising, newspaper advertising, text message advertising
Specific outreach plans:
Extension format media selection extension time extension focus extension theme remarks budget
Advertising newspaper, morning paper, 3. 12 collections
It's the most beautiful building in the waterfront
Morning newspaper (ninang) 3. 25
Radio advertising, interactive channels, information channels, 2. 26 riverscapes, etc., most waterfront balcony, best colored building / 100,000
2. 26 the most watery balcony, the best colored building / 8000
Sms ads, move, connect 2. 25
3. 15 recognition of 100,000 pieces, $600,000
Field packaging, live outdoors, signboards, project sales points, image guides / 10,000
3. 20 start of project phase i image and sale point dm bill
Project close-up 20,000
Total budget cost: 84,000
April:
Main media: outdoor advertising, bus advertising, internet, project dm publicity, elevator advertising, newspaper advertising, text message advertising
Specific outreach programme arrangements: (advertising budget: 10,000)
Promotional forms media selection extension times extension priorities promotion themes advertising forms budget
Newspaper ads, morning newspapers, 4. 1 project collectors, project image, project sales point, most waterfront balcony, best-colored building, whole software
1/2 hard advertising 100,000
Morning newspaper 4. 28
Today's ning-ho, 4. 15
Sms ads, move, connect, 4. 1
4. 10
4. 25
4. 29 project progress, vip recognition, opening information, etc. 100,000
50000
50000
5000
Tv ads, interactive channels, information channels 4. 1-51 vip consultation openings, etc
Elevator ads, letter buildings, hotels, most waterfront balcony, best colored building, 3d 46,000
Bus ads. Roads 2, 11
Network ads, ning yu network 3d /
Total budget costs: 200,000 would rather die on the road than at home. A wolf needs a good tooth, a sheep needs a good leg. What's a struggle? Fighting is hard every day, but it's getting easier every year. It is easy every day without struggle, but it is harder and harder every year. Those who can do it are not emotional, but serious; those who cannot do it are emotional. Win a life of no regrets! Good morning.
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I don't know.
Advertising period
Important advertising promotion nodes
Advertising off
