爱尔眼科医院集团广告策划方案

爱尔眼科医院集团广告策划方案策划人：陈星和学号：22单位：市场营销1201日期：2013年6月14日一、前言由于现在的中小学生不对自己眼睛的养护，很多中小学生都有不同程度的近视眼。据调查，现在的中小学生的视力普遍下降的状态，为此爱尔眼科医院集团为广大的人民宣传眼睛保护意识和方法，并同时宣传本集团对眼课方面的科学技术，让广大的人民正确养护眼睛、预防近视。目录一、前言·········································································································2二、市场分析···································································································31、宏观分析······························································································32、产品分析······························································································33、消费者分析···························································································3三、市场策略···································································································31、营销目标······························································································32、市场定位······························································································43、广告目标······························································································4四、广告表现···································································································41、广告诉求对象························································································42、广告主题······························································································43、广告创意······························································································44、广告活动······························································································5五、广告媒体···································································································5六、广告预算···································································································5七、广告效果评估·····························································································6二、市场分析1、宏观分析爱尔眼科医院集团是中国规模最大的眼科医疗机构之一，拥有近20家专业眼科医院，多个名誉荣耀。集团利用人才、技术和管理方面的优势，使得爱尔眼科品牌的市场影响力和渗透力得到迅速的提升。2、产品分析本集团拥有近20家专业眼科医院、1家眼科研究所，1个眼库，致力引进国际一流眼科技术，是一家眼科医疗机构。3、消费者分析近十多年来，人们的眼睛视力迅速下降，特别是在中小学生群体中。所以消费者对眼科医疗有很大的需求。三、市场策略1、营销目标在长沙经过有力的广告宣传，在爱尔眼科医院医疗的中小学生数目要达到长沙市中小学生眼科医疗的17%。2、市场定位根据长沙市中小学生的视力呈快速下降的状态，爱尔眼科医院在长沙市各中小学生进行深度宣传。3、广告目标在长沙市各中小学进行长期的宣传，学生的认可度要达到46%左右，家长的认可度和知名度要达到72%左右。四、广告表现1、广告诉求对象长沙市各中小学生。近十几年以来中小学生的视力快速下降。2、广告主题“耀眼，是你的闪烁”。爱尔眼科在养护、治疗眼睛方面有着一流的技术，得到广大的消费者认可。3、广告创意广告片：一位小学生清晨起来，窗外的美景看得十分的模糊，然后妈妈过来，教孩子做爱尔眼科医院宣传的养护眼睛方法，孩子睁开眼睛，看到窗外的鸟儿在欢笑，灿烂的花迎着太阳。场景音响孩子在过马路时，看不清远方的车辆。众多的喇叭。男中音“看眼科，到爱尔”给你再次的光明。孩子经过医疗后，眼睛清晰明亮了，开心地走在大街上。欢快的音乐响起，充满笑声。出现高大的“爱尔眼科医院”。男中音：看眼科，到眼爱尔眼科医院。耀眼，是你的闪烁。4、广告活动（1）在长沙各中小学里赞助校园文化建设，宣传保护眼睛知识，使用什么的滴眼液。（2）赞助在小区街道建设，打出“爱尔眼科医院宣传”。五、广告媒体1、电视广告。在儿童台，播放“爱尔眼科”养护知识，让中小学生认识到保护眼睛的重要。因为小学生喜爱看动画节目。2、报刊广告。在潇湘晨报中宣传，让家长或有需要的消费者看到宣传，这个报刊杂在湖南的发布广泛，阅读者多。3、平面广告。在长沙繁华地区打出平面广告，这样市跟多的人可以了解到“爱尔眼科”知识。六、广告预算由于不同的广告媒介的费用不同，有着很大的差别，以下是对本次广告费用的预算：媒介费用（人民币-元）电视广告120万报刊广告48万平面广告52万合计100万七、广告效果评估通过一段时间的广告宣传需要对广告的效果进行评估。以便检测前期的成果，以便于总结经验，为以后更好的的广告宣传提供借鉴经验。这次广告效果的评估主要有以下几种评估方式：（1）在中小学市场占有率达到17%，达到预测效果。（2）广告费用为200万，广告费用变化幅度上下不超过10%。（3）在中小学生中的知名度达到了49%，家长的知名度达到了63%，达到很好的效果。