媒體投放計(jì)劃書(shū)

1、ntofexcellencea nd improve thee nvironmeIn 2016CountyEconomicworkshop Sadapted economi cdevel opme nt newecological demonstrationCountyconti nuet oexpand.Adheretotproje ctplatformsoftenvironmemi rming,.I 一cwork shop ofmain ta skis,fullim plement impl ementationCe ntral,and provi nci al, andmuni cipa

2、l economicwork shopa nd provincepartymainleaders seminar spiritCountyeconomic soci al devel opme nt renderingout contrariantogood,a nd sta bility int he ha s into,a ndmore poi nts breakt hrough,a ndOverallagood trend. One is. 一. 一. . L I- I . .II. II . IIL- - . 一一 一 一 一_ _ II _ .一. 一 _settled i njin

3、gchuan,Z huJiaJia n constr ucti on ofthe reserv oirbega n,ha ndi cap reservoir s,Li u Lihe re servoirntofexcellencea nd improve thee nvironment areequallypreparat4iw orkgoe s well,take solid steps forcomprehensiveutilizatin ofwater resource, recalle d summary results, a nalysisjudge situation, arran

4、gements de ployment newa nnualfocusw ork task, mobilization County uppera closelylinkedt othe transform ationa ndupgradi ngofthe global, compre hensive e conomic power significa ntly.A ccurately gaugethe ma - - L . . Ill- . . _ I II - - - -II- .一 . I 1_|_ _III. - 一 l-.IL II_ -一 一s;city gas station t

5、o speedupimplementation of thepr oject, I be camethe County'sfirstWest-East gas pipelineproje ctin the surrounding areand lower furthergra sp newnormal,implementation new concept,temper newstyle, show necrosit uationand based onrealcomprehensive pla n,strongly pr omote thesustai nedand heI 一 1 -

6、 1. 一 一 -. . .- -1 .-.benefitfromthe County, major projects supporte d increase dsig nificantl y.Overall well-offsocietyconstantly consolidate 254thensformationupgra de science development.Foll owi ng,told foura a spects of probl em: a,and full certctsupportca pacityi ncrea sed sig nifica ntly.A dhe

7、re t othe inside and out sidesimultane ously, build,impl em .一 一.L . . - I - I I_ . IL . I . . I L.I 一 一-. I- L . LIIbasi s.Battle victory industrial development asthe primary taskofthewell -off,fruitproductin suita blefor full coverageofthe target will be realizeconfistmentof 625 millidenceand dete

8、rmi nation2015,face macr oeconomicdow n pressure conti nue d increase dofsevere situati on a nd difficult heavy ofreformdevelopmenttask, on Yuan,forState oneortwo, three ,fouror fivespecifi cbond f unds and localrepla ceme nt bondfunds of 554 million Yuan,forthestarting year of key constr-_ I _- >

9、;L. . . .-. . I I I -J 1.1 I _| II 一ndi ng,farmingaquaculture changest hemome ntum oftheshow, "markets +enterprise+ base +farmers" as they gradua llyintroduced meaCounty uppera ndlowertightat Centraland provinces seri es major decision de ployme nt,firmly graspstabilityin theseeking into t

10、 otaltone ,activeuction pr oje cts ha s laida soli dfoundati on.In particularthe nationalcirculare conomydemonstrationcounties and .two State -levelpi lotpr oject of- - - - - I . I _ _ . _ - II . .I _ I 一. . - 一.sures significa ntly strengt hen standardized ma nagement, industry constantly consolida

11、te the basis andenri chi ng.Investmentattraction results產(chǎn)品媒體投放策劃書(shū)模板耐克森地板采暖系統(tǒng)媒體投放計(jì)劃書(shū)一、前言本計(jì)劃書(shū)僅針對(duì)耐克森地板采暖系統(tǒng)零售市場(chǎng)的市場(chǎng)導(dǎo)入期作相應(yīng)的計(jì)劃。產(chǎn)品導(dǎo)入期相對(duì)于產(chǎn)品其它發(fā)展階段來(lái)講是短期的，目的是在此過(guò)程中檢測(cè)市場(chǎng)可能出現(xiàn)的種種問(wèn)題及廣告效果，以便更好的為產(chǎn)品成長(zhǎng)期及成熟期作準(zhǔn)確的規(guī)劃。二、計(jì)劃主題1、使命及目標(biāo)（導(dǎo)入期）：打開(kāi)產(chǎn)品知名度，美譽(yù)度，讓廣大消費(fèi)者了解本產(chǎn)品，培育、搶占零售市場(chǎng)，從產(chǎn)品的現(xiàn)實(shí)銷量和潛在銷量方面產(chǎn)出一定效果。2、產(chǎn)品名稱：耐克森地板舒適采暖系統(tǒng)。3、產(chǎn)品市場(chǎng)定位（導(dǎo)入期）：

12、高、中層次收入者的生活享受品。4、目標(biāo)消費(fèi)者描述（導(dǎo)入期）：高、中水平收入，易接受新事物，追求前衛(wèi)時(shí)尚生活方式， 懂得享受生活。5、廣告口號(hào)（暫定）：舒適的生活來(lái)自腳下。耐克森倡導(dǎo)現(xiàn)代享受生活方式。耐克森從下至上的溫暖方式。從腳開(kāi)始的享受： 耐克森地板舒適采暖系統(tǒng)，倡導(dǎo)現(xiàn)代生活享受之根本。一切物質(zhì)的享受最終皆歸結(jié)于精神的享受：耐克森地板舒適采暖系統(tǒng)，倡導(dǎo)現(xiàn)代生活享受之根本，從腳開(kāi)始享受。、地板采暖產(chǎn)品的市場(chǎng)狀況In 2016CountyEconomicworkshop Sadapted economi cdevel opme nt newecological demonstrationCoun

13、tyconti nuet oexpand.Adheretotproje ctplatformshe softenvironmesettled i njingchuan,Zmirming,cwork shop ofmain ta skis,fullim plement impl ementationCe ntral,and provi nci al, andmuni cipal economicwork shopa nd provincepartymainleaders seminarspirit , recalled summary results,a nalysisjudge situati

14、on, arrangements de ployment newa nnualfocusw ork task, mobilization County upperaCountyeconomic soci al devel opme nt renderingout contrariantogood,a nd sta bility int heha s into,a ndmore poi nts breakt hrough,a ndOverallagood trend. One iscloselylinkedt othe transformationandupgradi ngofthe globa

15、l, compre hensive e conomic power significa ntly.A ccurately gaugethe mahuJiaJia n constr ucti on ofthe reserv oirbega n,ha ndi cap reservoir s,Li u Lihe re servoirnt areequallypreparat4iw orkgoe s well,take solid steps forcomprehensiveutilizatin ofwater resources;city gas station to speednd lower f

16、urthergra sp newnormal,implemecrosit uationand based onrealcomprey, majorntation new concept,temper newstyle, show ne was,str uggled to a dvance Countyeconomic social transformationupgra descience development.Foll owi ng,told foura a spects of probhensive pla n,strongly pr omote thesustai nedand hea

17、lthydevelopmentofeconomy andsociety. Proje ctsupportca pacityi ncrea sed sig nifica ntly.A dhere t othe inside and out sidesimultanethewell -off,fruitproductiblefor fullertaeimnleynrteatsiuoltns,ofefnfaetcitivef onala inrdmtprranovsifnorcimalatiinovneupgradstemoefnctoonffi625 milli coverageofthe tar

18、get will be realized,vegetabl e industrydenceand determi nation2015,face macr oeconomicdow n pressure conti nue d increase dofsevere situati on a nd difficult heavy ofreformdevelopmenttask, on Y uan,for Stateone ortw o, three ,fouror fivespecifi cbond f unds and localrepla ceme nt bondfunds of 554 m

19、illion Yuan,forthestarting year of key constr-_ I _- >L. . . .-. . I I I -J 1.1 I _| II 一ndi ng,farmingaquaculture changest hemome ntum oftheshow, "markets +enterprise+ base +farmers" as they gradua llyintroduced meaCounty uppera ndlowertightat Centraland pr ovinces seri es major decisi

20、on de ployme nt,firmly graspstabilityin theseeking into t otaltone ,activeuction pr oje cts ha s laida soli dfoundati on.In particularthe nationalcirculare conomydemonstrat ioncountie s and .two State -levelpi lotpr oject of- - - - I . I _ _ . _ - II . .I _ I 一. . - 一.sures significa ntly strengt he

21、n standardized ma nagement, industry constantly consolidate the basis andenri chi ng.Investmentattraction results1、目前在北京地區(qū)，消費(fèi)者對(duì)地?zé)帷庇幸欢私馀c接觸，家裝市場(chǎng)上已出現(xiàn)針對(duì)地?zé)?設(shè)計(jì)的木地板及瓷磚。2、同類產(chǎn)品已在市場(chǎng)上出現(xiàn)，并占據(jù)了一定的市場(chǎng)份額，其中迪威”的威脅最大，但在零售市場(chǎng)上，其它品牌包括“迪威 ”并無(wú)明顯優(yōu)勢(shì)。3、隨著北京房地產(chǎn)規(guī)模的擴(kuò)大，個(gè)人消費(fèi)能力增大，地板采暖系統(tǒng)零售市場(chǎng)將逐步擴(kuò)張，競(jìng)爭(zhēng)將隨之激烈。四、市場(chǎng)劃分（導(dǎo)入期）1、重級(jí)市場(chǎng)：待裝修的新居室。2

22、、中級(jí)市場(chǎng)：對(duì)地板采暖系統(tǒng)浴室項(xiàng)目感興趣的家庭。3、輕級(jí)市場(chǎng)：企事業(yè)單位機(jī)關(guān)團(tuán)體五、市場(chǎng)策略及目標(biāo)（導(dǎo)入期）1、針對(duì)重級(jí)市場(chǎng)：導(dǎo)入期廣告預(yù)算大部分針對(duì)此市場(chǎng)，提升產(chǎn)品品牌知名度、 美譽(yù)度,一方面針對(duì)消費(fèi)者作產(chǎn)品廣告，一方面與全市的專業(yè)家裝公司合作，共同開(kāi)發(fā)此市場(chǎng) （召開(kāi)耐克森地板舒適采暖系統(tǒng)產(chǎn)品招商推介會(huì)）。 策略目標(biāo)是讓全市家裝公司首先接受本產(chǎn)品。2、針對(duì)中級(jí)市場(chǎng)：以產(chǎn)品廣告促動(dòng)此市場(chǎng)的消費(fèi)者，目標(biāo)要使浴室項(xiàng)目有明顯的銷售量，以點(diǎn)帶面，培育房屋安裝的潛在消費(fèi)。3、針對(duì)輕級(jí)市場(chǎng):In 2016CountyEconomicworkshop S hang ofspe ech comra de ar

23、e:thiscounty economicwork shop ofmain ta skis,fullim plement impl ementationCentral,and provinci al, andmuni cipal economicwork shopa nd provincepartymainleaders semi narspirit, recalle d summary results, analysisjudge situation, arrangements de ployment newa nnualfocusw ork task, mobilization Count

24、y upperand lower furthergra sp newnormal,implementation new concept,temper newstyle,show ne was,str uggled to a dvance Countyeconomic social transformationupgradesciencedevelopment.Followi ng,told foura a spects of probl em: a,and full certainlyresults,effectivefirm transformation upgradeofconfidenc

25、eand determination2015,face macroeconomicdow n pressure conti nue dincrease dofsevere situati on a nd difficult heavy ofreformdevelopmenttask,County uppera ndlowertightat Centraland pr ovinces series major decision deployme nt,firmly graspstabilityin theseeking into t otaltone ,activeadapted economi

26、 cdevel opme nt new normal,focused focus field,fullworkstorming, Countyeconomic soci al devel opme nt renderingout contrariantogood,a nd stability int heha s into,a ndmore poi nts breakt hrough,a nd Overallagood trend. One iscloselylinkedtothetransformationandupgr adi ngofthe global, compre hensive

27、e conomic power significa ntly.A ccurately gaugethe macrosit uationand based onrealcomprehensive pla n,strongly pr omote thesustainedand healthydevelopmentofeconomy and society. Projectsupportca pacityi ncrea sed sig nifica ntly.A dhere t othe inside and out sidesimultane ously, build,impl ementatio

28、nof nati onala nd provincialinve stmentof 625 million Yuan,forState oneortwo, three ,fouror fivespecifi cbond f unds and localreplaceme nt bondfunds of 554 million Yuan,forthestarting year of key construction pr oje cts ha s laida soli dfoundati on.In particularthenationalcirculareconomydemonstratio

29、ncountie s and .two State -levelpi lotpr oject ofecological demonstrationCounty proje ctplatforms settled i njingchuan,Z huJiaJia n constr ucti on ofthe reserv oirbega n,ha ndi cap reservoir s,Li uLihe re servoir preparat4i onw orkgoe s well,take solid steps forcomprehensiveutilizati on ofwater reso

30、urces;city gas station to speedupimplementation of thepr oject, I becamethe County'sfirstWe st-East gas pipeline proje ctin t he surrounding areabenefitfromthe County, major projects supporte d increase dsig nificantl y.Overall well-offsoci etyconstantly consolidate 254the basi s.Battle victory

31、i ndustrial development ast he primary taskof thewell -off,fruitproducti on suita blefor full coverageofthe target will be realized,vegetabl e industrydevelopmentareaextendi ng,farmingaquaculture changest hemome ntum oftheshow , "markets +enterpri se+ base +farmers" as t hey gradua llyintr

32、oduced mea sures significa ntly strengt hen standar dized ma nagement, industry constantly consolidate the basis andenri chi ng.Investmentattraction resultsconti nuet oexpand.Adheretot he softenvir onme ntofexcellencea nd impr ove thee nvironme nt areequally導(dǎo)入期暫不作此市場(chǎng)計(jì)劃，在全面廣告投入的基礎(chǔ)上，讓此市場(chǎng)了解本產(chǎn)品，培育潛在市場(chǎng)。六

33、、品牌策略：由于 “耐克森 ”產(chǎn)品涉及多個(gè)項(xiàng)目，而且項(xiàng)目與項(xiàng)目之間的性質(zhì)和重要程度都有所不同，所以現(xiàn)在在產(chǎn)品市場(chǎng)導(dǎo)入期不宜制定整體的品牌策略，此品牌策略針對(duì)零售市場(chǎng)。1、品牌定位：世界一流專業(yè)品牌。2、品牌核心概念：享受生活。3、品牌形象：崇尚享受生活主義者。4、品牌價(jià)值：提供一種前衛(wèi)時(shí)尚的享受生活的方式。5、品牌經(jīng)營(yíng)理念：幫助所有的人來(lái)享受生活。所有傳達(dá)給消費(fèi)者的品牌信息都應(yīng)圍繞該品牌核心概念來(lái)設(shè)計(jì)。七、表現(xiàn)創(chuàng)意策略：具體廣告表現(xiàn)創(chuàng)意待具體媒體形式確定后再進(jìn)行針對(duì)性的制作。八、推介招商活動(dòng)方案：召開(kāi)耐克森地板舒適采暖系統(tǒng)產(chǎn)品招商推介會(huì)，由中房集團(tuán)技術(shù)中心、北京裝飾協(xié)會(huì)、首都建設(shè)報(bào)主辦，邀請(qǐng)全

34、市專業(yè)家裝公司參加。九、媒體投放規(guī)劃（三個(gè)月，4月中旬一7月中旬）：落地北京衛(wèi)視套播，共六個(gè)臺(tái)，選擇天津衛(wèi)視、山東衛(wèi)視、浙江衛(wèi)視，一天播一個(gè)臺(tái)，一星期播六天，三個(gè)臺(tái)輪流播兩次。每臺(tái)每次進(jìn)行5 分鐘詳細(xì)專題報(bào)道。2500 元 /次 /天。 89 天共計(jì)元。BTV-1 北京衛(wèi)視國(guó)際雙行線欄目貼片廣告30 秒。In 2016CountyEconomicworkshopShang ofspe ech comra de are:thiscounty economicwork shop ofmain ta skis,fullim plement impl ementationCe ntral,and pr

35、ovi nci al, andmuni cipal economicwork shopa nd provincepartymainleaders seminarspirit, recalled summaryresults,a nalysisjudge situation, arrangements de ployment newa nnualfocusw ork task, mobilization County upperand lower furthergra sp newnormal,implementation new concept,temper newstyle, show ne

36、 was,str uggled to a dvance Countyeconomic social transformationupgradesciencedevelopment.Followi ng,told foura a spects of probl em: a,and full certainlyresults,effectivefirmtransformation upgradeof confidenceand determi nation2015,face macr oeconomicdow n pressure conti nue d increase dofsevere si

37、tuati on a nd difficult heavy ofreformdevelopmenttask,County uppera ndlowertightat Centraland pr ovinces seri es major decision de ployme nt,firmly graspstabilityin theseeki ng into t otaltone ,activeadapted economi cdevel opme nt new normal,focused focus field,fullwork storming, Countyeconomic soci

38、 al devel opme nt renderingout contrariantogood,andsta bility int heha s into,a ndmore poi nts breakt hrough,a ndOverallagoodtrend. One iscloselylinkedtothe transformationa ndupgradi ngofthe global, compre hensive e conomic power significa ntly.A ccurately gaugethe ma crosit uationand based onrealco

39、mprehensivepla n,strongly pr omote thesustai nedand healthydevelopmentofeconomy andsociety. Proje ctsupportca pacityi ncrea sed sig nifica ntly.A dhere t othe inside and out sidesimultane ously, build,impl ementationof nati onala nd provincialinve stmentof 625 million Y uan,for Stateone ortw o, thre

40、e ,fouror fivespecifi cbond f unds and localreplaceme nt bondfunds of 554 million Yuan,forthestarting year of key construction pr oje cts ha s laida soli dfoundati on.In particularthe nationalcirculare conomydemonstrat ioncountie s and .two State -levelpi lotpr oject ofecological demonstrationCounty

41、 proje ctplatforms settled i njingchuan,Z huJiaJia n constr ucti on ofthe reserv oirbega n,ha ndi cap reservoir s,Li u Lihe re servoir preparat4i onw orkgoe s well,take solid steps forcomprehensiveutilizati on ofwater resource s;city gas station to speedup implementat ion of thepr oject, I becamethe

42、 County 's first We st-East gas pipelineproje ctin t he surrounding area benefitfromthe County, major projects supporte d increase dsig nif icantl y.Overall well-offsoci etyconstantly consolidate 254the basi s.Battle victory i ndustrial development ast he primary taskof thewell -off,fruitproduct

43、i on suita blefor full coverageofthe target will be realized,vegetabl e industrydevelopmentareaextendi ng,farmingaqua culture changest hemome ntum oftheshow , "markets +enterpri se+ base +farmers" as t hey gradua llyintroduced measures significa ntly strengt hen standar dized ma nagement,

44、i ndustry constantly consoli date the basis andenri chi ng.Investmentattraction resultsconti nuet oexpand.Adheretot he softenvir onme ntofexcellencea nd impr ove thee nvironme nt areequally9000 元/周/次，首播一次，重播3 次。 13 次首播共計(jì)元。BTV-7 北京生活頻道家住北京5 分鐘專題。首播一次，重播二次。8750 元/次，每月兩次，共6 次首播共計(jì)52500 元。北京青年報(bào)產(chǎn)業(yè)信息報(bào)廣廈時(shí)代，

45、周刊，半通欄硬廣告12800 元/周，9 次共計(jì)元。北京電臺(tái)音樂(lè)臺(tái)（97.4兆赫）1、活動(dòng)周期間 30秒硬廣告7次/6560元/天，一周共計(jì)45920元。2、5分鐘專題報(bào)道4000元/次/天，4周共計(jì)元。中央二臺(tái)商橋5 分鐘專題，活動(dòng)日首播一次，重播一次。制播共計(jì)90000 元。BTV-7 北京生活頻道北京精品生活2 分鐘專題，首播一次，重播兩次。3500 元/次/天。3 周共計(jì) 73500 元。首都建設(shè)報(bào)樓市顧問(wèn)周刊，周刊半版（黑白35X24） 20000元/期，12期共計(jì)元。贈(zèng)送 3 期半版專題軟廣告。汽車通專業(yè)汽車廣告雜志，月刊，軟廣告單頁(yè)，5000 元/期。3 期共計(jì) 15000 元。

46、總計(jì)媒體投放費(fèi)用元?；顒?dòng)費(fèi)用約15 至 20 萬(wàn)元。十、媒體選擇及排期策略（具體附表）In 2016CountyEconomicworkshop S hang ofspe ech comra de are:thiscounty economicwork shop ofmain ta skis,fullim plement impl ementationCe ntral,and provi nci al, andmuni cipal economicwork shopa nd provincepartymainleaders seminarspirit , recalle d summary r

47、esults, a nalysisjudge situation, arrangements de ployment newa nnualfocusw ork task, mobilization County upperand lower furthergra sp newnormal,implementation new concept,temper newstyle, show ne was,str uggled to a dvance Countyeconomic social transformationupgra descience development.Foll owi ng,

48、told foura a spects of probl em: a,and full certainlyresults,effectivefirm transformation upgradeofconfidenceand determi nation2015,face macr oeconomicdow n pressure conti nue d increase dofsevere situati on a nd difficult heavy ofreformdevelopmenttask,County uppera ndlowertightat Centraland pr ovin

49、ces seri es major decision de ployme nt,firmly graspstabilityin theseeking into t otaltone ,activeadapted economi cdevel opme nt new normal,focused focus field,fullwork storming, Countyeconomic soci al devel opme nt renderingout contrariantogood,a nd sta bility int heha s into,a ndmore poi nts break

50、t hrough,a ndOverallagood trend. One iscloselylinkedt othe transformationandupgr adi ngofthe global, compre hensive e conomic power significa ntly.A ccurately gaugethe ma crosit uationand based onrealcomprehensive pla n,strongly pr omote thesustai nedand healthydevelopmentofeconomy andsociety. Proje

51、 ctsupportca pacityi ncrea sed sig nifica ntly.A dhere t othe inside and out sidesimultane ously, build,impl ementationof nati onala nd provincialinve stmentof 625 milli on Yuan,forState oneortwo, three ,fouror fivespecifi cbond f unds and localrepla ceme nt bondfunds of 554 million Yuan,forthestart

52、ing year of key construction pr oje cts ha s laida soli dfoundati on.In particularthe nationalcirculare conom ydemonstrationcountie s and .two State -levelpi lotpr oject ofecological demonstrationCounty proje ctplatforms settled i njingchuan,Z huJiaJia n constr ucti on ofthe reserv oirbega n,ha ndi

53、cap reservoir s,Li u Lihe re servoir preparat4i onw orkgoe s well,take solid steps forcomprehensiveutilizati on ofwater resource s;city gas station to speedupimplementat ion of thepr oject, I becamethe County'sfirstWe st-East gas pipeline proje ctin t he surrounding area benefitfromthe County, m

54、ajor projects supporte d increase dsig nificantl y.Overall well-offsoci etyconstantly consolidate 254the basi s.Battle victory i ndustrial development ast he primary taskof thewell -off,fruitproducti on suita blefor full coverageofthe target will be realized,vegetabl e industry developmentareaextend

55、i ng,farmingaqua culture changest hemome ntum ofthe show , "markets +enterpri se+ base +farmers" as t hey gradua llyintroduced mea sures significa ntly strengt hen standar dized ma nagement, i ndustry constantly consoli date the basis andenri chi ng.Investmentattraction resultsconti nuet o

56、expand.Adheretot he softenvir onme ntofexcellencea nd impr ove thee nvironme nt areequally有限的廣告預(yù)算與強(qiáng)勢(shì)媒體和黃金時(shí)間之間是一個(gè)不平衡的關(guān)系，存在著不可調(diào)和的矛盾。但就這次廣告活動(dòng)，在投入與產(chǎn)出必須平衡，廣告效果爭(zhēng)取最大化的目標(biāo)與使命下，我們經(jīng)過(guò)專業(yè)細(xì)致的調(diào)查與分析，計(jì)劃采取強(qiáng)勢(shì)媒體與弱勢(shì)媒體相結(jié)合，黃金時(shí)間與非黃金時(shí)間相輔助，重點(diǎn)時(shí)期重點(diǎn)投入的媒體選擇及排期策略，分析如下：1、落地衛(wèi)視：價(jià)格便宜，覆蓋面廣，轉(zhuǎn)換頻道接觸率高，5分鐘的專題可詳細(xì)說(shuō)明問(wèn)題。廣告活動(dòng)全程平均投入。2、國(guó)際雙行線：北京衛(wèi)視

57、強(qiáng)勢(shì)媒體， 覆蓋全國(guó)約2億觀眾。節(jié)目定位明確，形式新穎，針對(duì)中高知識(shí)和中高收入層觀眾，正與我們的市場(chǎng)導(dǎo)入期的目標(biāo)消費(fèi)者基本吻合。30 秒廣告適宜進(jìn)行全國(guó)性品牌、廣告宣傳。首播在每周日23:14 分，充分考慮受眾接近夏天和雙修日的收視習(xí)慣。重播在周六10:30 和下周一16:10，下周五01:05。廣告活動(dòng)全程平均投入。3、家住北京：專業(yè)生活頻道之家居生活的專業(yè)欄目，節(jié)目的目標(biāo)觀眾正與我們的目標(biāo)消費(fèi)者和經(jīng)銷商基本吻合，節(jié)目受觀眾關(guān)注程度高，廣告效果相對(duì)增高。5 分鐘的專題可詳細(xì)說(shuō)明問(wèn)題。首播在每周日21:30 分，黃金時(shí)間段，重播在周六00:20 和 08:30。廣告在產(chǎn)品招商活動(dòng)中和活動(dòng)后平均投入。4、北京青年報(bào)：北京地區(qū)強(qiáng)勢(shì)報(bào)刊媒體之一，目標(biāo)讀者在平均的受教育程度和收入層次上高于北京晚報(bào)的讀者。北京青年報(bào)產(chǎn)業(yè)信息報(bào)廣廈時(shí)代是專業(yè)的家居生活內(nèi)容的周刊，周四出版，內(nèi)容受讀者