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【正文】 image AD Product AD DirectorAE / PIDirectorAnimatordesignerCEORamp。D TeamDesign Team? Chief Executive Officer? Investing in research? Development? Investing in research? Development Hong KongTaiwanSingaporePhilippinesSeoulstorestorePusanAnyangGwacheonDomesticInternational OracleFastForwardOracleFF + ProMadeProMadeSolidworksSolidMateERPPDMBusinessSolution ASP Business ??? 5?? 4?? ??? ?? ? ?? ?????? ??? ??? ???? ,?? ? 36%???? ???? ??? ??????? ??? ??? .? 70% ??? ?????????? ???????? ???? ??????? ??? ???? .Hill amp。 Knowlton, ?????? ??? ??? ?? ?? ????? ?? ?? ? ????? .???? ???? ????? ,? ??? ??????? ??? ??? ?? ???? .???? ???? ??????? ???? ,??? ??? ???? ????????? ??? ?????? ? ? ???? . ??????Applications?? amp。 ??????????????????????Financial ModuleDATABASE Benefit EmotionInsightTarget approach ?????????????? ????? /?? ? *?? ??? ????Big 3 ?????????????? ??4? ??????? ??銳普 PPT論壇 chinakui收集 PR(public relations) outsourcingoutsourcingPromotion(exhibition) Promotion(event)DM(direct mail)Banner ADAdvertising MarketingPromotionProductPrice Place sales promotion public relations advertisingMaterialityformless Case 011 TVCM(30”,15”) RadioCM Print Banner 4? ?? (TV/?? /??? /?? ) ?? /?? /??? /???? ????? /???? ?? /DM/product mediacreativeideaplanconcept Market Share ?? ????? 11%A? 15%B? 30%C? 32%Core Value = price ??? ????? 40%A? 13%B? 26%C? 50%Core Value = Benefit 2022 2022? ?? ??? 1?? ??? ??? 2?? ?? ??? 4?? ??? ??? 3??? ????? 33%A? 6%B? 27%C? 25%??? ????? 20%A? 15%B? 39%C? 50% CompetitionTargetBrandEssence Positioningplanningconcept ObjectiveUSP Case 014Brand strengthfunctional powerawareness powerimage powerReputation powerBrandstatus A? 27% B? 43%D? 11% C? 19%Brand Power BRANDPlacePriceProduct PackagePersonalityValues BenefitsEssence New Brand DirectionCase 016differencerelationpracticalspecialtyconveniencesuitability Case 017Communcation strategyRiskneutralMessageMedianoneIntegration ??????? ???? ???? ??? ? ??? ???? ?????????????? ??? ???? ??? ?? ?? ? ?? ???? ???? ?? ????? ? ??? ??? ??? ????? ??? ???? ?? ?? *** Strategic TriangleDick Vaughn FCB????? ???? ? ??? ??????? ???????? ? ???? ??? ? Target CustomerSelf Confident amp。Adventurous, YoungatHeartsMindset CharacteristicsSeeking AdventureYoung in MindPursuing ExcitementOpen to New Adventures? !? CosmeticsElectricsBooksCosmetics 1Cosmetics 2Cosmetics 3Electrics 1Electrics 2Electrics 3Books 1Books 2Books 3 Case 022TimeOccasionMediaPlanningPlace???? ?? ?? ????? ??? ???? ???? ?? ?? ??? ??? ???? ???? ??? ???? ?? ???? ? ??? ???? ? Case 023STEP 1STEP 2STEP 3Consider Organizational ObjectivesDetermine Types of Work ActivitiesDepartmentation Case 024DOW 30NASDAQSamp。P 500%%%. STOCK MARKETSTHURSDAY. APRIL 22 Case 025RelevanceOriginalityImpactDDB’s Case 026????? , ????? DB ?? , Web site ?? , Program?? ? ?? , ?? ?? ?? ?? ??? , ????? , ??? ???? ?? ? ??????? ? ???? ???? ??321 Case 027CubeRank of MindBrand Wheel??? ?? ??(WHO, HOW, WHY)??? ?? ?? ?????? ????? ??Attributes – Benefits – Values – Personality Essenc
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