rapport (.pdf)

zope.ots.dk

rapport (.pdf)

Indholdsfortegnelse

Indledning...............................................................................................................................................................................4

Problemformulering .........................................................................................................................................................4

Marketing research..........................................................................................................................................................5

Intern situation...............................................................................................................................................................5

Ekstern situation ...........................................................................................................................................................6

Michael Porter’s Five Forces .............................................................................................................................7

SWOT - Analyse af OFV .........................................................................................................................................8

Field research.................................................................................................................................................................9

Besøg på OFV............................................................................................................................................................9

Spørgeskemaundersøgelse af unge i ”Brandts” området....................................................................9

Spørgeskemaundersøgelse til UFO medlemmer...................................................................................10

Målgruppebeskrivelse ........................................................................................................................................12

Gallup kompas........................................................................................................................................................12

Profil af målgruppen............................................................................................................................................13

Geografiske kriterier ...........................................................................................................................................14

Demografiske kriterier.......................................................................................................................................14

Psykografiske kriterier........................................................................................................................................14

Adfærdsmæssige kriterier...............................................................................................................................14

SMUK – modellen ................................................................................................................................................15

Kampagnestrategi..........................................................................................................................................................16

Beskrivelse af kampagnestrategi.......................................................................................................................16

Offline..........................................................................................................................................................................16

Online..........................................................................................................................................................................18

Økonomi for kampagnen ...................................................................................................................................20

Media planning.......................................................................................................................................................21

Marketing Mix ........................................................................................................................................................22

Budskabsdesign ....................................................................................................................................................23

Media flowchart.....................................................................................................................................................24

Website koncept.............................................................................................................................................................25

Promotion Mix.............................................................................................................................................................25

Kommunikationsmodel.......................................................................................................................................26

AIDAS anvendt på UFO ..........................................................................................................................................26

Website scorecard...................................................................................................................................................27

Storyboard. ...................................................................................................................................................................28

Beskrivelse af Website koncept.....................................................................................................................29

”Think aloud” test .......................................................................................................................................................29

Visuel identitet..................................................................................................................................................................31

Logo..................................................................................................................................................................................31

Navnetype......................................................................................................................................................................31

Typografi valg...............................................................................................................................................................32

Udviklingsproces - logo design.............................................................................................................................33

Checkpoints by logodesign ....................................................................................................................................34

Stjerneanalyse.............................................................................................................................................................37

Tradition....................................................................................................................................................................38

Trend ..........................................................................................................................................................................40

Udviklingsproces - webdesign...............................................................................................................................41

Nyhedsbrev...................................................................................................................................................................42

Designintentioner ......................................................................................................................................................44

Interaktion ..........................................................................................................................................................................45

Systemudviklingsmodel ...........................................................................................................................................45

Use Case – diagram ................................................................................................................................................46

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