1, specify the advertising target, advertising media, advertising works, advertising time, activity place, etc. Must be clear.
2, rigorous and scientific comprehensive application of economics, aesthetics, journalism, psychology, market research, statistics, literature and other disciplines.
3. A complete system of advertising planning is to determine the advertising target according to the characteristics of the target market from the beginning of investigation. When formulating specific strategies for advertising activities, we should take the overall advertising objectives as the starting point, and all links should be connected and closely coordinated.
1. Market research
2. Discover consumer demand
3. Design products according to requirements.
Step 4 promote
5. Observe consumers' reaction
6. Information feedback
7. Product innovation or new product design.
Advertising scheme:
1. The theme of the advertising proposal. Make clear the main idea of advertising activities, that is, understand the core of advertising activities and make clear what you want to do. I hope that the target market members can get the most important single point of view from the advertising proposal; Or deliberately highlight the characteristics of the product; Or users can benefit from these functions.
2. Introduce relevant background and market research. Including the analysis of the situation and the definition of the problem; Advertising strategy survey; Creative concept survey, etc. This part focuses on the explanation and report of the survey results.
3. Advertising strategy report. Including ideas and processes, determined advertising objectives, advertising plans, advertising strategies and creativity.
4. Media planning scheme. Including the target audience; Media distribution target; Improve the art of media planning such as arrival rate, frequency and persistence; Media combination factors; Influencing factors of media decision-making; Media strategy statement; Criteria for selecting media carriers; Media scheduling method and media scheduling.
5. Pre-evaluation of advertising effect. Introduction of advertising pretest method and summary of results.
6. Budget of related expenses. Including marketing costs, creative performance, production costs, media implementation costs and so on. It's different.
Advertising copywriting refers to all the language or text parts of advertising works planned and organized by copywriters according to the ideas of creative personnel and the intention of advertising, with advertising strategic objectives as the guiding ideology.
Advertising planning is based on the advertiser's marketing plan and advertising objectives, and on the basis of market research, to formulate an economical and effective advertising plan suitable for market conditions, production conditions and consumer groups, and to evaluate, implement and test it, so as to provide good services for the overall operation of advertisers.
Advertising copy has basically formed a stable structure of four parts: advertising title, advertising text, advertising language and accessories, and some of them also have quasi-advertising parts.
Advertising planning book mainly includes: cover, company-level advertising planning group list, catalogue, preface and text.
Among them, the text includes
I. Market analysis
(1) marketing environment and industry analysis (2) consumer analysis (3) product analysis (4) enterprise and competitor analysis.
Second, the market and advertising strategy decision-making part
(1) marketing strategy (2) advertising strategy
Third, advertising performance strategy
(1) advertising appeal strategy (2) advertising expression strategy
Fourth, advertising media strategy.
The overall expression of media strategy, defining media objectives, media combination strategy, media strategy description and advertising frequency strategy.
Omission, media scheduling and purchase, etc.
Five, the advertising budget segmentation part
Advertising budget division, detailed display of advertising budget, advertising budget charging information and other advertising planning books.
First of all, preface
Second, advertising goods.
Third, the purpose of advertising.
Fourth, during the advertising period.
Fifth, the field of advertising.
Sixth, the advertising target.
Seven. Planning concept
Eight, advertising strategy
9, the theme of advertising performance and media use
First of all, preface
Our company has been acting as an agent for advertising fluttering shampoo products for nearly two years. In the past two years, our company has been actively planning the marketing and advertising strategies of this series of products with a serious and dedicated attitude. In addition to striving for success in advertising, we have been cooperating with companies with prosperous business to promote product sales.
Our company acts as an agent for shampoo advertising. In the first year (1999), advertisements focused on fluttering soap, which made immeasurable contributions to the expansion of product popularity and the deepening of impression. Therefore, this advertisement won the Golden Bridge Award for Advertising sponsored by Economic Daily [the second place in the "Best Creative Award"]. In the second year (2000), in line with your company's business policy, in the first half of the year, fluttering shampoo was the main advertising product, emphasizing that dandruff could not be ignored, and taking action immediately. We chose the topic of "choosing a good shampoo to deal with dandruff" to educate consumers on the correct concept and method of shampooing, and also received good results, and won the "winning prize" for the best creativity in advertising sponsored by Life Daily.
However, according to the analysis, although the shampoo market is large, it is not easy to gain a higher market share because of the numerous competing brands and large advertising investment. Our company suggests that the focus of sales and advertising appeal in the coming year should be on naming procurement and the key linkage of advertising investment in 1999 and 2000, with emphasis on fluttering shampoo. The following is the advertising plan of fluttering shampoo in 2002 made by our company according to various factors of market and consumer psychology, which is still correct.
Second, advertising goods.
Guangdong Piaopiao shampoo company-Piaopiao shampoo
Third, the purpose of advertising.
1, promote named purchase
2, strengthen the characteristics of goods.
3. Link the advertisements of 1999 with those of 2000.
4. Dissemination of influence: unknown-well-known-understanding-convincing-action
Fourth, during the advertising period.
June 2002-June 2003
Fifth, the field of advertising.
All regions of the country (mainly cities)
Sixth, the advertising target.
All resident users
Seven. Planning concept
(1) There are two changes in the market size:
First, the change of quantity-changes with the natural increase or decrease of population.
B, qualitative change-with the change of social form (such as agriculture entering industrial zone), values, cultural standards, etc.
In these two changes, the same type of goods will suffer the same impact, that is, it is both intense and uniform, and the changes are mostly gradual, not controlled by a single brand power.
(B) to enhance the market share of time-honored brands (that is, to seize the market of other brands)
(3) Increased frequency of use and purchase.
As far as fluttering shampoo is concerned, because it belongs to cosmetics and daily necessities, it belongs to personalized goods, which is different from some goods that will lead to impulse purchase. Therefore, it is very difficult to "develop new markets", so we have to increase new markets by mutual notification of old markets, and the market expanded by changes in the quality and quantity of the market itself cannot be monopolized.
In terms of "increasing the frequency of use and purchase", the purchase rate of shampoo daily necessities is very high, but there are too many brands, which can not be conducive to the improvement of overall performance. Therefore, what really makes us exert ourselves is to "increase the old market share", and how to attack other brands' markets, so that their consumers can change brands and buy our brands by name. This is the goal of our future advertising promotion. This goal can be divided into:
1, prompting consumers to buy Piao Piao by name.
2. Encourage the owner of the shampoo shop to actively recommend fluttering.
Eight, advertising strategy
For consumers—
1, aiming at consumers at all levels, using different media to make effective demands.
2. Make stickers and stick them on taxis, back chairs of public offices, telephones or company line numbers in public offices to remind consumers at any time and place to make up for the shortage of mass media, which has public welfare and public relations functions.
Make small calendar cards and distribute them to people from all walks of life before New Year's Day. For example, it can be placed in shampoo shops, business districts (service desks) for people to take at will, or it can be given to readers in magazine pages.
4. In addition to regular large-scale advertisements, we can also adopt guerrilla tactics in newspapers and magazines, and use the arrangement of Economic Daily (isolated island advertisements) and the classified advertisements of United and China Times to publish small advertisements irregularly, which can not only save money but also make up for the shortcomings of large advertisements. As long as the design is concise and eye-catching, it still has great effect, and American Ocean Company will also use this strategy.
9, the theme of advertising performance and media use
(a) the advertising content of cards and billboards
Good hair, choose fluttering.
Draw a beautiful woman on the billboard, focusing on her hair and fluttering signs. The same is true on the card, but samples can be attached. Let users feel the following effects, and let them buy with more confidence.
(B) TV advertising planning
Broadcast in prime time on TV:
Photo: A beautiful girl with long flowing hair is shaking when she walks. People in the street looked back at her, and then he said, do you want good hair? Learn from me! Love life, love fluttering.
(3) Radio stations
The content of the broadcast is to introduce Piaopiao, such as inviting guests and doing an exclusive interview with Piaopiao. Mainly divided into the following parts:
Brand market survey
Prospect of brand prospect
Advertising market analysis
Advertising selection scheme
Advertising evaluation