博爾特媒體推廣方案2008

1、策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305博爾特中國行媒體推廣方案策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Blots foots in China Media Planning主辦單位：體壇周報體壇周報（Titan Sports）是中國目前期發(fā)量最大的綜合類體育報，總部在湖南長沙。目前旗下還有足球 、全體育、高爾夫大師和戶外雜志。編輯部現(xiàn)居北京，在世界各個體育強(qiáng)國都有常駐 ，并與法國隊報、西班牙馬卡報等建立長期合作關(guān)系。承辦單

2、位：匡合（北京）國際廣告?zhèn)髅接邢薰究锖希ū本﹪H廣告?zhèn)髅接邢薰?是一家集廣告影視制作、品牌策劃、策劃及執(zhí)行、媒體運(yùn)營于一體的多元化廣告?zhèn)鞑シ?wù)機(jī)構(gòu)。公司主創(chuàng)人員均為影視制作界、廣告界、傳媒界的資深，曾服務(wù)過眾多國際和國內(nèi)知名品牌.含 50家4A公司, 24個行業(yè)策劃大策劃必備! 4A頂級策劃大全,全, , Q234777305Organizer：Titan SportsTitan Sports ,localized in Changsha,Hunan Province,is currently the comprehensive newspaper on Spo

3、rts with the most published issue in china.And it has various divisions ,such as football magazine, all sports, golf and the Masters of outdoor magazines.Its editorial department is in Beijing now,and there are many Permanent Correspondents all around the world. Titan Sports established long-term co

4、operative relationship with the French team, Spain, Marca newspaper, and so on.Co-organizer：KuangHe（Beijing）International Media Advertisement CO.,Ltd策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305KuangHe（Beijing）International Media Advertisement Co.,Ltd is a kind of multi-media adver

5、tising agencies specialized in Television advertising production, Brand Planning, Public Relations Planning and Executive, Media Operation and so on. The company officals were all senior casts coming from the Film and Television production industry, the Advertising industry andthe Media. They had wo

6、rking experience in a number of international and domestic brands.08年的鳥巢，博爾特以9.69秒的成績譜寫人類100米跑的新篇章。眾多媒體的即時報道，讓他迅速成為一顆璀璨的。奧運(yùn)會后，博爾特的首次中國之行必將成為眾多媒體的焦點(diǎn)，與之相關(guān)的產(chǎn)品和品牌以怎樣的媒體組 合傳播形式，怎樣最大程度地呈現(xiàn)在目標(biāo)消費(fèi)者面前。這是商家所關(guān)注的， 同時也是主辦方所要做的。為此，我們特別對各地主流媒體進(jìn)行全面分析，并針對博爾特作為體育明星的特點(diǎn)制定如下媒體組合策略：策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, www

7、., Q234777305策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Bolt had written a new chapter of mankind in the 100-meter in 9.69 seconds in the Nest in Beijing 2008. Quickly he became a shinning star by a large number of medias real-time reports. Bolts first time to china has

8、become the hot spot of various media after the Olympics. Inevitably, it will become the focus of the companies and the organizers that how the related product and brand spread and how it present to the consumers. To this point,we do comprehensive, in-depth analysis on the media and make strategies b

9、y Bolts characteristic as a sports star to promote the media as follows:主流媒體搶占先機(jī)，區(qū)域媒體全面滲透策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305我們的策略08年底博爾特將再次成為中國的焦點(diǎn)策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Our StrategyThe mainstream media in charge of the opinion The R

10、egional media infiltration public opinionBolt will become the focus again in China at the end of 2008 .,0恍主流媒體介紹報紙媒體：體壇周報、足球、全體育、高爾夫大師、戶外雜志、扣籃電視媒體：CCTV-5、BTV-6、湖南衛(wèi)視網(wǎng)絡(luò)媒體：新浪體育頻道、體壇網(wǎng)廣播媒體：中央人民廣播電臺北京交通臺騰訊QQ電臺戶外媒體：北京公交車內(nèi)電視策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305策劃必備! 4A頂級策劃大全, 含 50家

11、4A公司, 24個行業(yè)策劃大全, , Q234777305The Mainstream MediaNewspaper: Titan Sports,Football magazine, All sports, Golf ,Masters ofoutdoor magazines, Dunk.TV Media：CCTV-5、BTV-6、Hunan Statellite TV Internet ：Sina Sports Channel、Sports Network Broadcast Media： China National RadioBeijing TransportsR

12、adio Tencent QQ radioOut-of-door Media：Beijing Bus-car TV媒體分析（一）主流媒體：體壇周報目前一周三期，期發(fā)量約為160萬份，周期發(fā)量500萬份。其與體壇 網(wǎng)、全體育、扣籃、足球 、戶外、高爾夫大師、愈加等聯(lián)動，形成體育媒體網(wǎng)占據(jù)中國體育傳媒市場。CCTV-5國內(nèi)創(chuàng)辦最早、規(guī)模最大、擁有世界眾多頂級賽事國內(nèi)獨(dú)家報道權(quán)的 專業(yè)體育頻道，全天24小時播放，信息覆蓋全國。湖南衛(wèi)視湖南省最權(quán)威的電視機(jī)構(gòu)，全國中心城市入住率位居省級衛(wèi)視第一，06年底全國覆蓋率達(dá)到60%，覆蓋人群7.6億中央人民廣播電臺是我國最重要的、最具有影響力的傳媒之一，在全國

13、各地策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Media Analysis Mainstream Media：Titan Sportsis published three times per week recently, and there are about1.6 million copies each circulation. the total is nearly 5 million copies.It has held the national sports media market cooperati

14、ng with the Titan Net,All Sports,Dunk,Football Weekly, Out-door Magazine, The Golf and Yoga.CCTV-5is the first and the largest professional sports channel. It has the exclusive domestic reporting rights in many of the worlds top tournament，Its information is covering 24 hours all day long.Hunan Stat

15、ellite TVIt is the most authoritative TV organization inHunan，and it is the first provincial-level TV by the occupancy among the national city. Its national coverage reached to 60% and the number of the audiences reached to 0.76 billion.策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305

16、China National Radio is one of the most important and most influential media, and there are 40 reporter stations and offices all around (all provinces, autonomous regions, Municipalities, Hongkong and Maca).China National Radio has established Business cooperation relationships with the Broadcasts S

17、tation in more than 40 Nations and Zones.策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305媒體分析（一）總結(jié)：以體壇周報、中央人民廣播電臺、CCTV-5、湖南衛(wèi)視等覆蓋全國的主流媒體為宣傳主體，在全國范圍內(nèi)快速形成信息的強(qiáng)勢傳播，搶占先機(jī)，必將使此次活動及參與企業(yè)和品牌的知名度在全國范圍內(nèi)迅提高。策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Media Analysis Summary:Titan

18、Sports, China National Radio, CCTV-5 and Hunan Satellite TV, all of these mainstream media will take the edge of the information dissemination in the whole nation, and ultimately, the participated enterprises will be well known nationwide, as well as its brand.主流媒體傳播方案（一）報紙媒體：體壇周報對活動全程進(jìn)行跟蹤報道，即時發(fā)布活動廣

19、告信息電視媒體：CCTV-5、BTV-6、湖南衛(wèi)視對活動進(jìn)行新聞播報，同時湖南衛(wèi)視密切關(guān)注活動行程,即時發(fā)布廣告信息網(wǎng)絡(luò)媒體：新浪體育頻道：視頻報道博爾特之行,博爾特訪談欄目體壇網(wǎng)：全程視頻播報以及活動信息發(fā)布策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305The Mainstream Media Planning Newspaper: Titan Sports will report the

20、 entire track of this activities and spread the ad launch real-time informationTV Media:CCTV-5, BTV-6,Hunan Statellite TV will broadcast news of this activities, and at the same time, the Hunan Statellite TV will pay attention to the activities of Bolts trip, and realease the information immediately

21、.Internet Media:Sina Sports Chanel: Video coverage of the Bolts trip to China ,Bolt Interview.Sports Network:Video coverage of the full activities and the release of information策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305主流媒體傳播方案（二）廣播媒體：中央人民廣播電臺：體育新聞播報北京交通臺：體育新聞播報騰訊QQ電臺：全程跟蹤直播戶外媒體

22、：車內(nèi)電視 ：新聞播報以及活動信息發(fā)布主力媒體投放時間：2008年12初至2009年1月末策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305The Mainstream Media Planning Broadcast Media：Chian National Radio：Sports News Beijing Transports Radio：Sports News Tencent QQ：Live Full TrackOut-door Media：TV in-car ：News and Release of info

23、rmationMainsteram Media Running Time:in early Dec. 2008 to the end Jan. 2009策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305區(qū)域媒體介紹北京：北京晚報京華時報北京青年報法制晚報信報新京報北京電視臺 北京人民廣播電臺等長沙：瀟湘晨報長沙晚報三湘都市報湖南日報當(dāng)代商報湖南電視臺 湖南人民廣播電臺等成都：成都商報成都日報華西都市報成都青年報成都晚報四川衛(wèi)視 成都電視臺 成都人民廣播電臺等策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行

24、業(yè)策劃大全, , Q234777305Ragional MediaBeijing： Beijing Evening News, Beijing Times, Beijing Youth Daily, The Law News,Beijing Stardaily, The Beijing News, Beijing TV, Beijing radio and so onChangsha：XiaoXiang Morning News, ChangSha Evening News, Sanxiang City News,Hunan Daily , Contemporary

25、Chinese Commercial News, Hunan TV, Hunan Radio, and so on.Chengdu ：Chengdu Commercial Daily ,Chengdu Daily,Huaxi CityNews ,Chengdu Youth Daily,Chengdu Evening News,Sichuan Statellite TV, Chengdu TV, Chengdu Radio,and so on區(qū)域媒體介紹廣州:南方都市報南方日報廣州日報 羊城晚報新快報信息時報廣東衛(wèi)視 廣州電視臺 廣州人民廣播電臺等；上海:新民晚報解放日報新聞午報東方體育報新聞晚

26、報上海日報報東方衛(wèi)視 上海電視臺 上海人民廣播電臺等；深圳:深圳特區(qū)報深圳商報深圳晚報晶報深圳衛(wèi)視 深圳電視臺 深圳人民廣播電臺等；, Q23477策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, ww7305策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Ragional MediaGuangzhou： Nanfang City News, Nanfang Daily , Yangcheng Evening News , Guangzhou Daily, New Ex

27、press, Information Times, Guangdong Statellite TV, Guangzhou TV, Guangzhou Radio and so on .Shanghai:Xinmin Evening News, Liberation Daily, News Time, Oriental Sports , Evening News, Shanghai Daily,WenHui News, Dragon TV,Shanghai TV, Shanghai Radio and so on. Shenzhen:Shenzhen Special Zone Daily, Sh

28、enzhen Commercial Daily, Shenzhen Evening News, Jing News, Shenzhen Statellite TV, Shenzhen TV, Shenzhen Radio and so On.媒體分析（二）區(qū)域媒體：北京晚報通過北京市郵政報刊發(fā)行局對國內(nèi)外公開發(fā)行,日發(fā)行量100萬 份,最高達(dá)到120萬份,是全國發(fā)行量較大的晚報之一。瀟湘晨報是一份大型綜合類都市日報,每期發(fā)行總量超過52萬份成都商報發(fā)行量超過120萬，讀者多為社會中堅階層的白領(lǐng)人群南方都市報是廣東省內(nèi)發(fā)行量最大的綜合類日報，日均發(fā)行量達(dá)169萬。新民晚報是上海直接領(lǐng)導(dǎo)的面向廣大

29、市民的綜合性報紙 ，日發(fā)行量達(dá)150萬。, Q23477策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, www.p7305策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Media Analysis Ragional Media：Beijing Evening Newsbe issued through the postal board for the public at home and abroad, it is one of the larger circulatio

30、n in National Evenings,which is about 1 million and up to 1.2 million copies a day.Xiaoxiang Morning Newsis one of the greatest City Daily and each phase of the total is issued more than 520,000 copiesChengdu Commercial DailyIt is issued more than 1.2million. Nanfang City NewsIt is the comprehensive

31、 daily newspaper with the largest number of issuing , and its daily issue is over 1.69 million.Xinmin Evening NewsIt is the comprehensive newspaper held by the municipal government of Shanghai, and its daily issue is about 500 thousand.策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305媒

32、體分析（二）總結(jié)：我們將以各地區(qū)主流媒體為主體，全面配合全國性媒體對此次活動進(jìn)行深度報道，使參與活動的企業(yè)和品牌信息在全國范圍內(nèi)滲透，使其像博爾特一樣家喻戶曉！策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Media Analysis Summary:We will focus on the mainstream media of all the regions and cooperate with the national media to make in-depth report about this even

33、t, in order to make the participating companies and their brand well known to the whole nation, just like Bolt himself.策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305區(qū)域媒體滲透方案區(qū)域媒體在活動期間配合主力媒體進(jìn)行活動報道區(qū)域媒體投放時間：2008年12初至2009年1月末策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, , Q234777305Regional Media Penetration ProgramsRegional media during the event with the activities of the Main media coverageRegional media running time:in early Dec. 2008 to the end of Jan. 2009策劃必備! 4A頂級策劃大全, 含 50家4A公司, 24個行業(yè)策劃大全, www.pagcf.c