Advertising planning scheme

A Summary of Seven Model Articles on Advertising Planning Scheme

In order to ensure that the work or things can be carried out in an orderly way, we need to make a plan in advance, which is the method plan obtained before filing the case. Do you know what kind of plan can really help us? The following are seven well-organized advertising planning schemes for your reference only. Welcome to reading.

The preface to the advertising planning scheme Chapter 65438 +0

We are deeply honored to participate in the advertising activities of Ocean Pearl Tower, and we will try our best to plan and create advertisements with strong sales force for Ocean Pearl Tower.

First, product analysis.

1, Pearl River New Town Concept:

Zhujiang New Town is the future city center of Guangzhou.

L Perfect planning is the most magnificent planning in Guangzhou so far.

L It is a modern living place with complete cultural facilities.

L is the most attractive investment hotspot.

In short: Zhujiang New Town has been reported by many media, and its charm has covered Guangzhou.

2. Negative impression of Zhujiang New Town:

L the current environment is poor. It will be a big construction site in the next few years, and living in Zhujiang New Town is like living in a construction site.

L Zhujiang New Town is very expensive, and the unit price of the house is high. Only the rich can afford it.

L The living facilities of Zhujiang New Town are still not perfect.

3. Features of Ocean Pearl Tower:

L is located in the center of Guangzhou New Town-Zhujiang New Town.

L small studio, mainly small and medium-sized units, with low total price.

I allow the building to be built now.

L the blank room, the exterior wall color is elegant, which is conducive to the owner's decoration according to his own preferences and personality.

L faces the river view, with good surrounding greening and pleasant landscape.

L Close to Wuyang New Town and Tianhe, life is convenient.

Beside Guangzhou Avenue, the traffic is convenient.

The new building is its sound barrier.

L backed by the strong strength of Guangzhou Ocean Shipping Group.

4. Other major projects of Zhujiang New Town

New building:

There is always an intoxicating river view.

Designed by a world-class teacher, it is also a luxury house in Hong Kong.

The average price is 9000 yuan/square.

In short, near us is the residence of the rich, and we have the same lot value. But our target consumer groups are different.

The second preface of advertising planning scheme:

With the deepening of the market economy system, the openness of cities is getting higher and higher. Cities must look at the world with the concept of great openness in order to adapt to the market economic situation and meet the market challenges. In the process of going to the world, a city must have a good self-image, and a good city image is a passport for a city to go to the international market. In addition, with the acceleration of urbanization in China and the increasingly fierce competition among cities, shaping the city brand and image has become the key for China to enhance its competitiveness and achieve sustainable development.

City image is the general, abstract and conceptual understanding and evaluation of the city by the public inside and outside the city. It is a rational representation of urban reality, a tool for information exchange and ideological contact between the city and the public, and represents the reality supported by individual or collective intentions.

A good city image is the embodiment of a city's comprehensive strength. It is an effective carrier of material civilization and spiritual civilization, and the shaping of city image provides a new combination point for the construction of two civilizations, especially for promoting the construction of urban spiritual civilization. City image-building pays attention to the cultivation and establishment of city spirit, trying to guide people's thoughts with a spiritual logo, establish people's image consciousness, make them consciously safeguard the reputation and credibility of the city in their actions, thus enhancing people's unity spirit and helping to release and give play to the overall initiative. The quality of the city image will make the individual citizens feel the same.

A good city image gives citizens a great sense of pride and mission, strongly stimulates their own initiative, and makes them consciously think about the city in their thoughts and actions.

A city's international reputation is very important, and it is publicized and spread through its own characteristics (such as scenic spots, fine products, history and culture, local customs and so on). The image of a city can greatly promote the creation of a good urban hard environment and soft environment, thus creating conditions for stimulating people's social potential.

City image is an intangible asset of a city. A good city image can enhance the cohesion and centripetal force of the city internally, improve citizens' sense of belonging and pride in the city, make the cadres and the masses of the city masters of their own affairs, and produce the idea of * * * helping each other in the same boat, honor and disgrace and * * *, and everyone pays attention to the development of the city; Externally, it can improve the city's social visibility and reputation, which is conducive to improving the city's international competitiveness. As a central city in the western region, Chengdu has made rapid progress in material and spiritual civilization construction. However, Chengdu's brand positioning is vague, which hinders the promotion and construction of Chengdu's city image.

Obstacles Sichuan enjoys the reputation of "Land of Abundance". As the central capital of Sichuan, Chengdu is rich in natural resources and historical and cultural resources. Integrate and plan the resources of Chengdu, change the existing image of Chengdu and enhance the city brand.

In this advertising plan, Chengdu is positioned mainly from two aspects: the brand and image building of Chengdu, so as to achieve the purpose of promoting Chengdu.

I. Environmental analysis

1, related macro-environmental analysis

(1) Economy:

Chengdu is an important central city in the central and western regions. It has been the political, economic, cultural and military center of southwest China since ancient times. Since the reform and opening up, Chengdu has become a logistics and trade center, financial center, science and technology center, transportation hub and communication hub in southwest China.

In "China Urban Development Report (20xx~2009)", Chengdu's comprehensive strength ranks fourth in Chinese mainland. Chengdu's GDP and the total output value of the tertiary industry rank fourth among the provincial capital cities in China, second only to Hangzhou, Guangzhou and Nanjing. The scale of primary industry and tertiary industry is the first in the west, and the second industry is the second in the west. Chengdu is the city that attracts the most foreign investment in western China. Many multinational companies, including 175 Fortune 500 companies (including domestic companies in July of 20xx), have branches or offices in Chengdu, which is the first choice for foreign companies to invest in the west. In 20xx, Chengdu achieved a gross national product of 8138.94 million yuan. The total economic output ranks second among provincial capital cities in China and eighth in Chinese mainland. In 20xx CBN Weekly, Chengdu was ranked as the top new city.

As the "headquarters economy" base in the central and western regions, Chengdu has built a modern industrial system with headquarters economy as the core, high-tech industry as the forerunner and modern manufacturing industry as the foundation, which has brought various economic effects to regional development, improved regional visibility and credibility, promoted regional governments to improve service quality, optimize business environment, improve urban infrastructure and human settlement environment, promoted multicultural integration and interaction, accelerated the international development of cities, and enhanced the structural level of tertiary industry and regional economic competitiveness.

In 20xx, the domestic and international economic situation is complicated and severe, some industries have overcapacity, and the domestic economy is under great downward pressure. Chengdu adheres to the working tone of "fast forward and fast out, leading development", actively responds to the national policy call of "adjusting structure, stabilizing growth and promoting reform", and further promotes the "Five Major Cities Strategy". The city's economy maintained steady and rapid development, and the main economic indicators achieved steady growth. The growth rate of industrial added value above designated size ranked third.

Sub-provincial cities ranked second, and the development of service industry was accelerated with high quality. Electronic information and automobile industry play a leading role, with the three major demands of investment, consumption and foreign trade growing steadily, the income of urban and rural residents growing steadily, and the gap gradually narrowing.

Generally speaking, Chengdu's economic development is in good shape.

(2) politics:

Chengdu, located in the central part of Sichuan Province, China, is the capital of Sichuan Province, one of the sub-provincial cities in China, the political, economic, cultural and educational center of Sichuan Province, a city with separate national economic and social development plans, and a national historical and cultural city.

In 20xx, with the approval of the State Council, the original Xindu County and Wenjiang County were divided into districts, forming the pattern of today's 9 districts, 4 cities (county-level cities) and 6 counties, namely: Jinjiang District, Qingyang District, jinniu district, Wuhou District, chenghua district, Longquanyi District, qingbaijiang district, Xindu District, Wenjiang District, Dujiangyan City, Pengzhou City, Qionglai City and chongzhou city City.

(3) Natural environment:

① Geographical environment: Chengdu is located in the middle of Sichuan, in the west of Sichuan Basin, between east longitude10254 ′ and10453 ′.

30 05 ′ n ~ 3126 ′ n, land area12390km2, cultivated land area 4320k；; Deyang and Ziyang in the east and Ya 'an, Meishan and Aba in the west. The geological history is long and the strata are exposed completely. The terrain of Chengdu is obviously different, with low in the southeast and high in the northwest. It has the climatic characteristics of "early spring, hot summer, cool autumn and wet cold winter" (subtropical monsoon climate), with annual average temperature 16℃ and annual rainfall1000 mm; ; Another notable feature is "cloudy and short sunshine", the air is humid, the summer temperature will not be too high (the highest temperature will not exceed 35℃), but it is sultry; The lowest temperature in winter is generally greater than -4℃ (extreme minimum temperature is -6℃), with more cloudy days, relatively humid air, drought in winter and spring, and less frost and snow.

② Tourism resources: Chengdu is "the most famous cultural city in China" and "the best tourist city in China", which has been bearing for thousands of years.

Its history, UNESCO Creative City Network awarded it the title of "Food Capital". Chengdu has two world heritages and two world protected heritages. It is the city with the largest number of world heritage projects in central and western China. It is a famous historical and cultural city with a history of about 3,000 years, nearly 150 years. There are many historical sites and cultural landscapes such as Wuhou Temple, Du Fu Caotang, Yongling, Wangjianglou, Qingyang Palace, Wenshuyuan, Shuming Mausoleum and Zhaojue Temple.

③ Natural resources: Chengdu is rich in mineral resources, including iron, copper, rare earth and other metal minerals.

More than 60 kinds of nonmetallic mineral resources such as limestone, marble, coal and natural gas; Located in the subtropical humid area, the landform is complex, the natural ecological environment is diverse, and the biological resources are very rich. According to preliminary statistics, only animals and plants are used.

Natural resources are 1 1 class, 200 families, 764 genera, more than 3,000 species, and the unique and rare plant is Ginkgo biloba. Rare animals under special state protection include giant pandas; There is abundant precipitation, with an average annual total water resources of 30.472 billion cubic meters, which can basically meet the needs of people's life and production and construction in Chengdu.

The third article of advertising planning is refreshing and non-greasy food! Shanxi Shuang Qing pai Dai Dai cold noodles with sesame sauce

Eat it. Whew! Whew like a wind chime! Gansu Fengling Brand Bagged Regan Noodles

Every family loves the rich and the rich love every family! Shandong Fuhao brand instant noodles

Hualong noodles, see you every day. Hualong noodles

Master Kong's instant noodles are delicious and visible. Master Kong instant noodle

A bag of "Gu Song", a bag of love, the truth is that "Gu Song" Gu Song brand three fresh side listed grandly, both sides are good.

Convenient and comfortable! Fresh and salty! Neapolitan macaroni

Shi Huafeng, Passepartout and Huafeng brand instant noodles

Advertising planning scheme 4 I. Image promotion

As the saying goes, "Drink frequently". For RT Mart Trade City, it should be said that Fuyang people are still familiar with it. However, it can be said that the familiarity of ordinary people still stays at the level of XX supermarket, and there is no good concern for the trade city. Then, how can we attract considerable attention among consumers and make a decision to buy a house? Image propaganda in the media is essential.

Image propaganda should be multi-angle and multi-faceted. Mainly to highlight the positioning of XX Trade City, which is different from other real estate projects, such as in the city center, with high cost performance.

According to the experience of this newspaper's propaganda effect, the layout of "image propaganda" should be relatively large, the pattern should be beautiful, and the language should be concise, which makes people unforgettable.

Second, soft text

A good real estate company and its buildings need to open their minds in front of consumers and fully display their own characteristics and advantages. And all this, in addition to eye-catching image propaganda, you can also publish some explanatory and convincing articles. Soft articles don't look like advertisements, but they often get twice the result with half the effort.

For the XX trade city project, this paper mainly focuses on "XX trade city-the arrival of ——SOHO era", "being in the center of the city, the door of outstanding wealth", the new space concept, "Fortune Plaza" and so on.

These soft articles can be done on the "real estate special edition", with columns such as reporter interview, reporter observation, reporter opinion and reporter analysis, and the effect will be obvious.

Three. Related activities and reports

Besides advertising, we can also jointly engage in various activities to attract consumers' attention and stimulate their interest.

● Unlimited creativity-creative competition

My entrepreneurial story-publish the entrepreneurial story of a trade city boss, which can be an interview with a reporter or a self-report.

……

In a word, doing enough articles on SOHO modern business will make the concept of SOHO deeply rooted in people's hearts, thus causing the commercial city to attract consumer demand.

Fourthly, the publicity of text image.

This block mainly focuses on reporters interviewing the top management of the company or interviewing authoritative experts (company contacts), and interprets the "unparalleled" of a trade city among many buildings in Fuyang from the side, with the aim of strengthening consumers' confidence and pride in buying houses.

Layout calculation: an average of one full page per month and twelve pages per year.

Costing: omitted

Article 5 Activity background of advertising planning scheme

The situation is free and easy. .

1, the national income increased, and the quality of life of residents improved significantly.

For most families, food and clothing is no longer a problem, and enjoying life is put on the agenda.

3, the work pressure is huge, and the space that needs to be released urgently, holiday travel has become the first choice.

4. Policy support, holidays are the prime time for tourism.

The resort is beautiful and charming. .

1. There are many scenic spots.

2. For different purposes, mass tourism has its own place.

3. Tourist destinations can combine with each other and complement each other; But at the same time, they will compete with each other, and the situation will be fierce.

4. Personalization and characteristics are the key points.

1, Longquan Lake has pleasant scenery, unique scenery and strong humanistic spirit.

2. What is the biggest feature of Longquan Lake? What places are not available in other scenic spots? Do tourists know?

3. How to spread the information of this area through the fame of Longquan Lake?

4. What can attract most tourists? What can keep the most valuable 20% tourists? How to transfer the other 80% tourists to the 20% value system?

5. How do tourists choose their destinations? How was the process? What is the dominant force that affects them?

6. Long-term is the best! Beautiful scenery and good humanistic spirit will attract tourists once, twice and at most three times. How to make Longquan Lake the focus every year and attract tourists to visit again and again?

Activity value

The value of naming:

The naming of 20xx Longquan Lake Culture Festival first highlights the characteristics of regional tourism and gives Longquan Lake an overall orientation, indicating that Longquan Lake is not only a lake, but also a combination of waterscape and cultural characteristics. Secondly, the naming is extensible and can be extended to 20xx Longquan Lake Culture Festival. Let the event be held every year, let Longquan Lake become the public focus every year, and let the region become the regional focus every year because of Longquan Lake Culture Festival.

Value to tourists:

The annual Water Culture Festival can gather tourists from all directions, so that tourists can experience the scenery of Longquan Lake in an all-round way, experience the infinite scenery of Longquan Lake, and feel the unique charm of humanistic spirit, folk customs and artistic activities in this area, so that tourists can fully enjoy the shopping fun brought by various commercial activities of the Cultural Festival.

Value to travel companies:

1. Enhance the popularity and influence of Longquan Lake and its related areas;

2. Enhance the comprehensive strength of tourism companies by reasonably arranging scenic spots, charging fees and holding various business activities;

3. Promote the development of the surrounding economy and benefit the country and the people;

Value to regional enterprises:

1, the attraction of cultural festivals to tourists and businesses has created a broader business platform for the development of enterprises in this region;

2. Cultural festivals can quickly enhance the influence of enterprises in the region, especially those that sponsor cultural festivals all the time;

3. Business activities, exhibitions and sales exhibitions can quickly increase sales and get a large number of orders;

4. Enterprises can organize various activities under the influence of cultural festivals to enhance their competitiveness in an all-round way.

Value to the government:

1 to promote the development of tourism in this region;

2. Expand the influence of this region in the whole province and even the whole country;

3. Effectively enhance the economic benefits and comprehensive competitiveness of local enterprises;

4. Developing economy and tourism can effectively increase the employment rate;

5. Under the influence of influential cultural festivals, the negotiation of other government projects is more conducive to the economic development of the region and can attract more investment;

6. The rich people's cultural and recreational life has spread the unique culture of this area;

7. It can effectively improve the government's political achievements.

Value to local people:

1, enriching people's cultural life;

2. It can increase the employment rate and reduce the employment pressure;

3. The development of tourism and economy can increase residents' income and improve their living standards;

4. It can promote local culture.

Article 6 of the advertising planning scheme 1. Purpose of the activity:

Draw a beautiful picture in your mind and draw the most beautiful picture in your heart with the brush in your hand. In order to welcome the convening of the 8th Culture and Art Festival in our college, celebrate the arrival of Mother's Day, and also improve the innovative ability, practical ability, organizational ability, cooperative spirit and humanistic quality of contemporary college students, stimulate their sense of ownership, carry forward the spirit of "truth, goodness and beauty", build a healthy campus, build a harmonious society, and provide college students with an opportunity to discover and show themselves. Describe your beautiful dream! Therefore, our agency decided to hold the "Second Rongcheng University Advertising Design and Photo Exhibition" during this period. Through this activity, we will improve the cohesion among members of the association, the friendship between the association and universities, and strengthen exchanges between universities.

2. Organizer: Federation of Associations of Finance Department of Fujian Finance College.

Network Co-organizer: China Art Bar (xx)

Fujian college students online

Fujian university association alliance

Co-organizers: Photography Association, Moyuan Comic Association, Fuzhou University Green Alliance, Fuzhou Environmental Protection Bureau, Fuzhou Shi Shuo Student Team.

Third, the time and place of the competition:

1. Competition time: April 26th-May 12.

2. Exhibition time: May 13 (Mother's Day)-May 18.

3. Exhibition venue: both sides of the road from the courtyard gate to the Science and Technology Building (Note: In case of weather problems, the venue will be changed to the school library hall. )

Fourth, the form of the work:

Class A: Posters, posters and other creative forms are not limited. Can include (print advertising, photography, illustration, comics, Chinese painting, color, sketch, calligraphy and so on. ) to represent the size of 1/4 (about 28 cm long and 20 inside) of ordinary posters.

Class B: (copywriting) Campus Civilization Slogans

Class C: Pictures (photos or posters)

Class d: handicrafts

Verb (abbreviation of verb) Work content 1:

Highlighting "public interests" and "interests" includes: public welfare propaganda such as rights protection (women's rights and interests), morality, health, environmental protection, sanitation, drug control, Project Hope, respect for knowledge and safety. (for off-campus)

Work content 2:

Highlighting "campus culture" includes: campus health environment, campus rules and regulations, campus dormitory management, campus reading atmosphere and other campus cultural propaganda. (for school use)

Six, scoring criteria:

Good creativity and overall effect (30 points)

Good art design, reasonable color matching, vivid and realistic (20 points)

The work highlights the theme and can inspire ideas well (35 points)

Close to life, true and practical (15)

Seven, awards and bonuses:

Off-campus first prize 1 name (200 yuan and honorary certificate)

Two second prizes (each 100 yuan and certificate of honor)

Three third prizes (each 50 yuan and honorary certificate)

15 excellence awards (prizes and certificates of honor).

First prize in school 1 name (50 yuan and honorary certificate)

Two second prizes (each 30 yuan and honorary certificate)

Three third prizes (RMB 15 yuan and one certificate of honor).

Ten Excellence Awards (prizes and certificates of honor).

Jury: 10 (70%) some leaders of participating clubs, relevant teachers of our school and all students of our school (30%).

Advertising planning scheme 7 I. Planning ideas:

In order to seize the good opportunity of Tanabata and stand out from many Tanabata activities in the form of festivals or concerts, we think we must find another way.

The large netizen sunshine party focuses on young netizens who have never met before. Through the matchmaking between Zhejiang Satellite TV and Xiangshan Scenic Area, let them have a close contact in the blue sea and blue sky, and interpret the traditional Qixi Festival in China from the perspective of young people. With the help of Zhejiang Satellite TV's powerful publicity platform and QQ new media power, I believe this refreshing activity will not only attract the attention of various media, but also attract the great attention of netizens.

Two. Activity implementation plan (initial plan)

1, hype stage: March 13.

Zhuzhou TV Station: broadcast in Zhuzhou Report, Real Estate Supermarket and Life Equation:

Twice in 25 seconds and four times during the 25-second replay. The promo of Zhejiang Satellite TV in prime time at night is broadcast no less than 8 times and 32 times a month. Content: activity promotion, netizen collection.

2. Recording stage: after July 23rd.

A, 12 netizens, the host announced the rules and rewards of this activity.

B, netizens face each other in five groups of landmark scenic spots in Xiangshan. Quit the queue for the player with the last number and enter the next link. At the same time, several favorite netizens have a love card war, and the netizens at the scene vote to decide who will go and who will stay.

C, netizen combination charm competition: tacit understanding, physical strength, large-scale love song duet, romantic way, etc.

D, large beach bonfire party

3. Program broadcast and activity report:

Zhejiang Satellite TV's special program "Boys and Girls" on August 6 (two programs can be considered), with a program duration of 5 minutes.

QQ Entertainment Channel Eye-catching Location Map with Text Report

QQ live channel broadcast synchronously.

City Express, qianjiang evening news, Youth Times, Today Morning Post and Daily Business Daily, with articles.

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