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Company advertising campaign plan

2006-1 0-814:18: 56 Source: Author:1. Customer name: XX Group Co., Ltd.

Two. Planning and Undertaking: ×× Advertising Department

Xx advertising co., ltd

Three. Time: (omitted)

Four. Location: (omitted)

Verb (abbreviation for verb) activity target

Xx Group Co., Ltd. is the largest carbonated beverage production base in China. During the National Sugar and Liquor Trade Fair, large-scale advertising spots will be set up in Tianfu Square in the city center, and promotional activities such as "×× (brand name)"15th anniversary celebration-"Everyone gets a prize when the balloon rings" and "×× (brand name) and Happy Family Photo Contest" will be carried out. Its purpose is to show the strength of the enterprise, reflect "×× (brand name)" and thank consumers for their concern, guide public recognition, and enhance dealers' confidence and interest in "×× (brand name)".

Intransitive verbs target the public.

L Chengdu citizens;

2×××× (brand name) dealer;

Seven. deploy

1 In the situation that the supply of beverages exceeds the demand, it is unique in the advertising offensive, creating a warm and warm atmosphere, which is refreshing, thus showing the strength of "×× (brand name)", establishing the corporate image, and at the same time allowing the public to participate in various activities in person, creating a warm and warm atmosphere and advertising directly to consumers.

Facing the national exhibitors and local distributors, through ingenious public relations promotion activities and strong advertising offensive, they were urged to further trust XX Group and choose "×× (brand name)" in brand distribution and the establishment of sales outlets to expand the southwest market for "×× (brand name)" until they opened up the national market.

Eight, advertising keywords (omitted)

Nine, advertising group

1 Media promotion: (1) Advertising of China Food Expo; (2) Publish notices and advertisements in West China Daily and Huatangtang Wine Advertisement, and cooperate with a series of articles and photos for publicity.

Outdoor advertisement: 10 inflatable arches and 100 lift-off balloons are released in the fountain in the center of Tianfu Square, forming a huge ocean of advertisements.

X. Combination of promotional activities

1×× (brand name) 15 anniversary big reward "When the balloon rings, everyone gets a prize".

Time: March 20th to 25th. Venue: Beside the advertisement of Jianlibao large advertising space in the fountain in the center of Tianfu Square.

Implementation measures:

(1) 4 sales points and 1 lottery points are set on site. There are 3 staff members and hostesses at each point.

(2) There are 300 grams of balloons with scratch cards in the scratch prize point every day, and the statistics are 1800 balloons in 6 days. At the same time, all prizes will be displayed and a notice board of "scratch rules" will be set up.

(3) Anyone who buys L-Listen "×× (brand name)" drinks can win the prize once, and 1 bottle can win the prize twice. The way to scratch the prize is to randomly pop 1 balloon, take out the scratch card and scrape out the number representing the winning grade.

(4) Prize distribution: the winning rate is 100%, and the daily winning amount is 300.

Bonus distribution ratio:

① the number "l": take ×× (brand name) canned drinks by hand once, and the winning rate is lo %；; ② Number "2":1exquisite key chain, with a winning rate of 30%; ③No. "3":1advertising pen, with a winning rate of 40%; ④ "Thank you for your patronage": 1 balloon, with a winning rate of 20%.

2. Launch the photo contest "×× (brand name) and happy family".

Time: from ×××× day to ××× day.

Implementation measures:

(1) Take part in the activity of "Everyone gets a prize when the balloon rings". After scraping the prize, everyone will get the "×× (brand name) and happy family" photo contest 1 entry form, and then they can participate in the contest.

(2) The photo requirements reflect the harmony and warmth between "×× (brand name)" and a happy family.

(3) Prize distribution:

Grand prize-3 cameras worth 5000 yuan.

Excellence Award-5 high-end cameras worth 3,000 yuan.

Encouragement Award-an automatic camera with a value of 10 in 500 yuan.

Finalist Award-300 rolls of color film, 300 people bring "×× (brand name)" drinks.

XI。 Analysis of advertising effect

This advertising strategy mainly embodies the following characteristics:

L Expand the space of publicity planning: the publicity position is located in Tianfu Square in the city center without exhibition halls and exhibition halls, showing a grand publicity momentum.

2 "Static" advertising is combined with "dynamic" advertising: the so-called "static" advertising refers to media and outdoor advertising, and "dynamic" advertising refers to a series of promotional activities; "Static" advertising refers to the stimulation of the public's senses and thinking, while "dynamic" advertising has strong feelings, which makes the public feel good about the event organizers by participating in the event.

3 "Short-term" publicity is combined with "long-term" publicity: both static advertisements and dynamic advertisements belong to short-term publicity, and the background of "×× (brand name)" in public photos always plays a potential propaganda role, constantly arousing the sweet memories of the public and deepening the impression of "×× (brand name)".

Through this kind of publicity, "×× (brand name)" can be established in Gong Yan's mind for a long time.

A lasting corporate image.

Twelve. Budget (omitted)

The advertising plan of Xx Company

I. Name of client: (omitted)

Two. Planning and Commitment: (omitted)

Three. Time: (omitted)

Four. Location: (omitted)

Verb (abbreviation for verb) activity target

As one of the largest liquor production bases in China, Xx Liquor Co., Ltd. made its debut at the National Sugar and Liquor Fair. Its purpose is to let consumers and participating dealers know more about Fenjiu, show the strength of enterprises, and arouse the memories of consumers and dealers who are gradually indifferent to Fenjiu.

Intransitive verbs target the public.

There were about 80,000 representatives at the National Sugar and Liquor Trade Fair in the autumn of L ×××;

There were about 3 million people in XX city in XX year;

The number of business trips and tourists is about 654.38+million.

Seven. deploy

1 brand public relations: ×× Liquor Co., Ltd. is an old-fashioned famous wine producer, and it is the first time to advertise at a sugar and wine party, using its popularity and strength to attract the attention of consumers and distributors and expand sales;

2. Dealing with dealers: Take advantage of the gathering of merchants from all walks of life in the National Sugar and Liquor Association to encourage them to contact and distribute Fenjiu.

Eight, advertising words

"Excuse me, where is the restaurant? The shepherd boy refers to Xinghua Village. "

Nine. Composition of advertising activities

Publication and promotion of 1: two-page color advertisement was published at China Food Expo (opened in June, 65438).

Outdoor advertising: put two arches with a span of 30 meters at XX Railway Station; Put two arches with a span of 30 meters in front of XX Hotel; L The special-shaped arch (shepherd boy arch) with a span of 30 meters is placed in front of XXX State Guesthouse.

3. Exhibition Hall Lease and Decoration: Lease 100 square meter exhibition hall in XX Provincial Museum, which is the concentrated exhibition area of the conference, and use high-grade well decoration (open design, see annex for drawings) as a place to display Fenjiu series buildings, and sign a contract.

X. Analysis of advertising effect

Through the use of publications, outdoor and exhibition halls, the effect of influencing XX citizens, dealers, competitors and showing the style of enterprises can be achieved.

XI。 Budget (omitted)

Xx Company's Marketing Activity Plan

Time: (omitted)

Location: (omitted)

Activity objective: (omitted)

Public goal: (omitted)

Basic direction of activities: (omitted)

The specific scheme is as follows:

I. Family arrangements

Choose the best hotels before the meeting, such as Chengdu Hotel, Tibet Hotel and Jindi Hotel. ***25, the business personnel of each sales company will be stationed around March 10 to start business negotiations.

Two, the use of authoritative publicity materials for publicity.

1 exclusive use of 50,000 special handbag advertisements. Except for 20,000 handbags for the conference, the other 30,000 handbags were distributed to delegates in the resident, exhibition hall and concert venue, which formed a scene that "high-grain handbags" were swimming everywhere in the city.

Publish a map advertisement of the conference (opening time 16). This map is printed in a large quantity and will be sold together with the representative card 20 days in advance.

Publish the cover of a magazine.

Publish a 2-page advertisement for China Food Expo.

5. Publish a half-page advertisement in China Football News, and print 50,000 copies four days before the meeting, and put them in 34 hotels repeatedly.

Third, media publicity.

L CCTV promotes a 3-minute feature film;

2. gt/) 1/TV and Chengdu TV broadcast twice, each time1minute or more;

3. Sichuan Daily, Factory Director's Newspaper, Shu Newspaper, Chengdu Evening News and other newspapers and periodicals carry out publicity.

Fourth, the exhibition hall

It occupies the 60-meter-long east gate of the sports center and the 200-square-meter exhibition hall. This exhibition hall has made great efforts in decoration, striving for novelty, uniqueness and high-grade, showing the strength of sorghum group and leaving a deep impression on people. ：

Five, outdoor advertising

1 A 660-square-meter cloth with the contents of "sorghum liquor" and "sorghum liquor" was hung under Chengdu Railway Station, which forced a large number of delegates to accept the advertisements of sorghum group. There has never been an advertisement here, and the first occupation of Gaoliang Group will definitely have a sensational effect.

There is a 3000-square-meter cloth hanging at the exit of the airport, which reads: "Welcome to Henan Sorghum Group!" , "sorghum wine" and "sorghum alcohol".

Fly an inflatable arch with a span of 30 meters outside the east gate of the city sports center in the concentrated exhibition area.

Four thousand L × 12m colorful flags with the contents of "Gaoliangjiu" and "Gaoliangchun" were exclusively published in the green belts on both sides of the guardrail building from Renmin North Road to Shuncheng Street Center.

Advertising billboards are exclusively released in the 300-meter-long passage outside the east gate of the 5-city sports center, which echoes the unique decoration of the east gate. Content: Henan Sorghum Group welcomes the representatives of the National Grain Reception! Wei Decai, president of Henan Sorghum Group, thanked friends from all walks of life for their strong support.

Hanging a 5,400-square-meter piece of cloth on the highest floor in the city, Chuanxinhong Zhaobi Building, gives people a strong momentum.

The south gate of the 7 provincial exhibition hall (the passage on both sides below the portrait of Chairman Mao) is exclusively decorated by two uniquely designed colored doors.

Intransitive verbs call a friendship association of businessmen.

Please invite 450 important dealers and related units from all provinces, municipalities and autonomous regions to hold investment promotion meetings at Chengdu Hotel or Song Banquet, distribute souvenirs and draw prizes to watch cultural performances.

Seven, miss etiquette distribution information

Eight. fulfil

The event was planned and implemented by Sichuan Wuzhou Advertising Co., Ltd., and the propaganda department of Henan Sorghum Group and various sales companies cooperated closely.