The difference between advertising copywriting and advertising planning

1. Advertising creativity refers to highlighting product characteristics and brand connotation through unique technical techniques or ingenious advertising creation scripts, thus promoting product sales.

Second, the characteristics of advertising creativity are as follows:

1.

Take advertisers as the core.

Advertising theme is an important part of advertising positioning, that is, "what to advertise". The advertising theme is the center of advertising planning activities, and the advertising work in each stage is closely around the advertising theme, and it is not allowed to deviate or transfer the advertising theme at will.

2.

Based on advertising objectives

Advertising target refers to the target of advertising appeal and the target public of all advertising activities. This is the problem of "to whom to advertise" in advertising positioning. In addition to the advertiser's title as the core, advertising creativity must also be based on advertising objectives.

3.

Take novelty and uniqueness as life

The novelty and uniqueness of advertising creativity means that advertising creativity should not imitate other advertising creativity, and people follow suit, giving people a feeling of similarity and mediocrity. Only when the creativity is novel and unique will it stand out among many advertising creativity, thus generating appeal and influence.

4.

By means of vivid interest

Consumers bring people into an impressive, imaginative, interesting and unforgettable realm, so we should adopt vivid and interesting means of expression, base ourselves on reality, reflect them and arouse consumers' resonance. However, the artistic treatment of advertising creativity must be strictly within the scope of not damaging the truth.

5.

Imagine people.

Advertising creativity should be based on facts, so we should concentrate on concise theme and advertising language, get creative materials from appearance, conception and association, and form perfect advertising works through vivid quips, poems, music and infectious pictures, photography and integration.

6.

The combination of originality, relevance and shock.

The so-called originality refers to irreplaceable creativity and a new combination of old elements. Relevance refers to the internal relationship between advertising products and advertising creativity, which is both unexpected and understandable.

Third, advertising planning is the operation planning of the overall strategy and strategy of advertising. Advertising planning is to consider and imagine the whole process of putting forward, implementing and testing advertising decisions in advance.

Four, the characteristics of advertising planning are as follows:

1.

Clear advertising objectives, advertising media, advertising works, advertising time, place, etc. should be clear.

2.

Strictly and scientifically apply the research results of economics, aesthetics, journalism, psychology, market research, statistics, literature and other disciplines.

3.

A complete and systematic advertising planning begins with investigation and determines the advertising target according to the characteristics of the target market. 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.