Advertising planning plan

A collection of seven examples of advertising planning plans

In order to ensure that work or things can be carried out in an orderly manner, we need to formulate a plan in advance. The plan is a method plan that is drawn before the case is made. Do you know what kind of solution can actually help us? Below are 7 advertising planning plans that I have carefully compiled. They are for reference only. You are welcome to read them.

Advertising Planning Plan 1

Foreword

We are deeply honored to be able to participate in the advertising campaign of Ocean Pearl Tower, and we will do our best to plan and create for Ocean Pearl Tower. Sales-worthy advertising.

1. Product analysis

1. The concept of Zhujiang New Town:

Zhujiang New Town is the future urban center of Guangzhou.

lThe planning is perfect and it is by far the most impressive planning in Guangzhou.

lIt has complete cultural facilities and is a modern living place.

lIt 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:

lThe current environment is poor. The next few years will be a big construction site, and living in Zhujiang New Town is like living on a construction site.

l Zhujiang New Town is very expensive. The unit price of housing is high and only the rich can afford it.

lThe living facilities in Zhujiang New Town are not yet complete.

3. Features of Ocean Pearl Building:

l It is located in the center of Guangzhou’s new city - Zhujiang New Town.

l Small studios, mainly small and medium-sized units, with low total price.

lThe building is accurate.

l Rough house, the exterior wall color is elegant, which is convenient for the owner to decorate according to his own preferences and personality.

lFacing the river view, the surrounding greenery is good and the landscape is pleasant.

lClose to Wuyang New Town and Tianhe, making life convenient.

lBeside Guangzhou Avenue, the transportation is convenient.

lThe new building is its soundproof wall.

l Backed by the strong strength of Guangzhou Ocean Group.

4. The situation of other major Zhujiang New Town real estate projects

New building:

Stunning river views always available

Designed by world-class designers, It is also a luxury house in Hong Kong

The average price is 9,000 yuan/square meter

In short, the residences of rich people are near us, and we have the same location value. But our target consumer groups are different. Advertising Planning Plan Part 2

Foreword:

With the continuous deepening of the market economic system, cities are becoming more and more open. Cities must adopt the concept of great openness and look at the world to adapt to the market economic situation and meet market challenges. In the process of going global, a city must have a good image of itself. A good city image is a passport for a city to enter the international market. Moreover, with the process of urbanization in my country and the increasingly fierce competition among cities, shaping city brands and city images has become the key for cities in my country to enhance their urban competitiveness and achieve sustainable development.

City image is the overall, 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 and a tool for the city to exchange information and connect ideas with the public. Represents a reality supported by individual or collective intentions.

A good city image is a reflection of a city’s comprehensive strength. It is an effective carrier of material civilization and spiritual civilization. The shaping of the city's image has found a new combination point for the construction of the two civilizations, especially providing a new idea and new method for promoting the construction of urban spiritual civilization. The city's image creation focuses on the cultivation and establishment of the city's spirit, and strives to use a spiritual logo to guide people's thoughts, establish people's image awareness, and enable them to consciously maintain the city's reputation and credibility in action, thereby enhancing people's spirit of unity and effectively It is conducive to the release and display of overall initiative. The quality of a city's image will make individual citizens feel a sense of honor and disgrace.

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

A city’s international reputation is very important. It is publicized and spread by its own characteristics (such as scenic spots, famous products, history and culture, customs, etc.). City image plays a great role in creating a good urban hard and soft environment, thereby 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 the citizens' sense of belonging and pride in the city, enable the city's cadres and masses to work with a master's attitude, and create a shared economy, honor and disgrace, and friendship. With the idea that everyone pays attention to the development of the city; externally, it can improve the city's social visibility and reputation, and is conducive to improving the city's international competitiveness.

As the central city in the western region, Chengdu has developed rapidly in the city's material civilization construction and spiritual civilization construction. However, Chengdu's city brand positioning is relatively vague, which has become an obstacle to the promotion and construction of Chengdu's city image.

Sichuan enjoys the reputation of "Land of Abundance". As the central provincial capital of Sichuan, Chengdu has rich natural resources and historical and cultural resources. Integrated planning of Chengdu's resources will change the existing image of Chengdu and promote the city's brand.

In this advertising plan, we mainly position Chengdu as a city from two aspects: Chengdu city brand and city image creation, so as to achieve the purpose of promoting Chengdu.

1. Environmental analysis

1. Relevant macro-environmental analysis

(1) Economy:

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

In the "China Urban Development Report (20xx~2009)", Chengdu's comprehensive strength ranked fourth in mainland China. Chengdu's GDP and total output value of three industries rank fourth among provincial capital cities in the country, second only to Hangzhou, Guangzhou, and Nanjing. The scale of primary industry and tertiary industry ranks first in the West, and the scale of secondary industry ranks 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 (in July 20xx, including domestic ones), have branches or offices in Chengdu. It is the first choice for foreign companies to invest in the western region. In 20xx, Chengdu achieved a GDP of 813.894 billion yuan. Its economic aggregate ranks second among provincial capital cities and eighth among cities in mainland China. In 20xx "First Financial Weekly", Chengdu was listed as the first city among the new cities.

As the "headquarters economy" base in the central and western regions, Chengdu has built a modern industrial system with the headquarters economy as the core, high-tech industries as the forerunner, and modern manufacturing as the basis, bringing a variety of economic effects to regional development. , improve regional visibility and credibility, promote regional governments to improve service quality, optimize the business environment, improve urban infrastructure and living environment, promote multicultural integration and interaction, accelerate urban international development, and enhance the level of the tertiary industry structure and regional economy competitiveness.

In the context of the complex and severe domestic and international economic situation in 20xx, overcapacity in some industries, and greater downward pressure on the domestic economy, Chengdu adheres to the work tone of "stable, rapid progress, and leading development" and actively responds to the national With the policy call of "Adjusting structure, stabilizing growth, and promoting reform" and further promoting the "Five City Revitalization Strategies", the city's economy has maintained stable and rapid development, with main economic indicators achieving stable growth, and the growth rate of the added value of industries above designated size has ranked first.

Ranked second among sub-provincial cities, the development of the service industry has been maintained and accelerated. The leading and driving role of the electronic information and automobile industries is strong, the three major demands of investment, consumption and foreign trade have grown steadily, the income of urban and rural residents has increased steadily, and the gap has gradually narrowed.

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

(2) Politics:

Chengdu is located in the central part of Sichuan Province, China. It is the capital of Sichuan Province, one of China's sub-provincial cities, the political, economic, cultural and educational center of Sichuan Province, and the national economy. It is listed separately as a city in the social development plan and is also a national historical and cultural city.

In 20xx, with the approval of the State Council, the original Xindu County and Wenjiang County were removed from counties and divided into districts, forming today's layout of 9 districts, 4 cities (county-level cities) and 6 counties, namely: Jinjiang District, Qingyang District District, Jinniu District, Wuhou District, Chenghua District, Longquanyi District, Qingbaijiang District, Xindu District, Wenjiang District, Dujiangyan City, Pengzhou City, Qionglai City, Chongzhou City, Jintang County, Shuangliu County, Pixian County, Dayi County, Pujiang County, Xinjin County.

(3) Natural environment:

① Geographical environment: Chengdu is located in central Sichuan, in the west of the Sichuan Basin, between 102°54′E～104°53′E

Between 30°05′N and 31°26′N, it covers an area of ??12,390k㎡ and a cultivated land area of ??4,320k; it borders Deyang and Ziyang to the east and Ya’an, Meishan and Aba to the west; it has a long geological history and exposed strata. More complete. The terrain of Chengdu is significantly different, lower in the southeast and higher in the northwest. It has the climate characteristics of "early spring, hot summer, cool autumn, and wet and cold winter" (subtropical monsoon climate), with an average annual temperature of 16°C and an annual rainfall of 1,000mm. Another notable feature is "Cloudy and foggy, short days" and humid air, the temperature in summer is not too high (the maximum temperature generally does not exceed 35℃), but it is sultry; in winter, the minimum temperature is generally greater than -4℃ (the extreme minimum temperature is -6℃), and it is cloudy There are many days, the air is relatively humid, there is drought and little rain in winter and spring, and there is very little frost or snow.

② Tourism resources: Chengdu is "the most famous cultural city in China" and "the best tourist city in China", carrying thousands of years of history

, UNESCO Creative Cities Network It was awarded the title of "City of Gastronomy".

Chengdu has 2 World Heritages and 2 World Preparatory 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 of city construction and nearly 150 years of capital establishment. It has Wuhou Temple, Du Fu Thatched Cottage, Yongling Tomb, Wangjiang Tower, Qingyang Palace, Wenshu Monastery, Tomb of the Ming and Shu Kings, Zhaojue Temple and many other historical places of interest and cultural landscapes.

③ Natural resources: Chengdu is rich in mineral resources, with proven metal minerals such as iron, copper, and rare earths as well as non-metallic minerals such as limestone, marble, coal, and natural gas. There are more than 60 kinds of resources; it is located in a humid subtropical area with complex topography, diverse natural ecological environment, and very rich biological resources. According to preliminary statistics, only animal and plant resources have 11 categories, 200 families, There are 764 genera and more than 3,000 species. Endemic and rare plants include ginkgo, etc.; rare animals under national key protection include giant pandas, etc.; precipitation is abundant, and the average annual total water resource is 30.472 billion cubic meters, which can basically meet the needs of people in Chengdu. Water needs for production and construction. Advertising Planning Plan Part 3

Refreshing and non-greasy food! Shanxi Qingshuang Brand Bags of Cold Noodles

Eat it and sizzle! The sound is like wind chimes! Gansu Wind Chimes Brand Bags of Dry Noodles

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

Hualong noodles, see them every day. Hualong noodles

Master Kong instant noodles, you can see the deliciousness. Master Kong's instant noodles

A bag of "Gusong" and a bag of love, a true love for "Gusong" Gusong brand three fresh noodles are grandly launched, all noodles are good. Longdu noodles

Convenient Free! Fresh and salty in one! Naples macaroni

Eat Huafeng, Passepartout, Huafeng brand instant noodles advertising plan part 4

1. Image promotion

As the saying goes, "The fragrance of wine must be drunk frequently." It should be said that the people of Fuyang are very familiar with RT-Mart Trade City. But it can be said that the common people's familiarity is still at the level of XX Supermarket, and they do not pay much attention to the Trade City. So, how can we arouse considerable attention among the consumer group and make the decision to buy a house? Image publicity in the media is indispensable.

Image promotion should be multi-angle and multi-faceted. It mainly highlights the positioning of XX Trade City "to create wealth, create intelligence, and create creativity. The SOHO era comes to Fuyang" which is different from other real estate projects. Others, such as being located in the center of the city and having super high cost performance, are also good publicity points.

According to the experience of this newspaper’s publicity effect, the layout of “image publicity” should be relatively large, the patterns should be beautiful, and the language should be concise and unforgettable.

2. Soft articles

A good real estate company and its properties must open their minds in front of consumers and fully demonstrate their own characteristics and advantages. In addition to eye-catching image promotion, some explanatory and persuasive articles can also be published. Soft articles don’t look like advertisements, but they can often achieve twice the result with half the effort.

For the XX Trade City project, we mainly focus on "XX Trade City - the arrival of the SOHO era", "dominated in the center of the city, a prominent door to wealth", new space concepts, "Wealth Plaza", etc. Make a fuss.

These soft articles can be written in the "Real Estate Special Page" using columns such as reporter interviews, reporter observations, reporter perspectives, and reporter analysis, and the effect will be obvious.

3. Related activities and reports

In addition to advertising, you can also jointly carry out a variety of activities to attract consumers' attention and stimulate their interest.

● Unlimited Creativity - Creative Competition

● My Entrepreneurship Story - Publish the entrepreneurial story of a trade city owner, which can be in the form of a reporter's interview or a self-narration.

……

In short, writing enough articles on SOHO’s modern business will make the concept of SOHO deeply rooted in the hearts of the people, thus causing the trade city to arouse consumer demand.

4. Promotion of text and image

This section mainly focuses on reporters interviewing company executives or authoritative experts (company contacts) to interpret the many real estate projects of a certain trade city in Fuyang from the side. The purpose of “incomparability” is to strengthen consumers’ confidence and pride in buying a home.

Page calculation: average one full page per month, twelve pages per year.

Cost Calculation: Advertising Planning Plan Part 5

Activity Background

The situation is free and easy. .

1. National income has increased and residents’ quality of life has improved significantly.

2. Food and clothing is no longer a problem for most families, and enjoying life is on the agenda.

3. The work pressure is huge and there is an urgent need for release space. Vacationing and traveling have become the first choice.

4. With policy support, holidays are prime time for tourism.

A resort full of beauties. .

1. There are many tourist attractions with unique landscapes.

2. The purpose of tourism is different, and mass tourism has its own destination.

3. Tourist destinations can be combined with each other and complement each other; but at the same time, they can also compete with each other, and the battle situation is 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 are the places that other scenic spots don’t have? Do tourists know?

3. How to use the fame of Longquan Lake to spread information about this region?

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

5. When tourists want to choose a tourist destination, how do they choose? How was the process? What are the dominant forces influencing them?

6. Long-term is the best! The beautiful scenery and humanistic spirit will attract tourists once, twice or even three times. How can we make Longquan Lake the focus every year and attract tourists to visit again and again?

Activity value

Naming value:

The naming of the 20xx Longquan Lake Water Culture Festival first highlights the characteristics of regional tourism and gives Longquan Lake a whole The positioning of Longquan Lake shows that Longquan Lake is not only a lake, but also a combination of water scenery and cultural characteristics; secondly, the naming is scalable and can be expanded to the 20xx Longquan Lake Water Culture Festival, etc., so that the event can be held every year, allowing Longquan Lake has become the focus of the public every year, and the region has become a regional focus every year because of the Longquan Lake Water Culture Festival.

Value to tourists:

The annual water culture festival can gather guests from all over the world, allowing tourists to fully experience the scenery of Longquan Lake, experience the infinite scenery of Longquan Lake, and feel the local The unique charm of the region’s humanistic spirit, folk customs and artistic activities allows tourists to fully enjoy the shopping pleasure brought by various business activities of the cultural festival.

Value to travel companies:

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

2. Through the reasonable arrangement of various scenic spots , charging fees and organizing various commercial activities to enhance the comprehensive strength of the tourism company;

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

Value to regional enterprises:

1. The cultural festival attracts tourists and businesses, creating a broader business platform for the development of local enterprises;

2. The cultural festival can quickly enhance the business presence of enterprises in the region. The impact, especially on the companies that sponsor the entire cultural festival;

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

4. Enterprises can use the influence of the cultural festival to organize various activities on their own, thereby comprehensively improving their competitiveness.

Value to the government:

1. Promote the development of tourism in the region;

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

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

4. The development of the economy and tourism industry can effectively increase the employment rate;

5. Under the influence of the hugely influential cultural festival, negotiations on other government projects are more conducive to the economic development of the region and can attract more investment;

6. Rich The cultural and entertainment life of the people spreads the unique culture of the region;

7. It can effectively improve government performance.

Value to the people of the region:

1. It enriches the people’s cultural and entertainment life;

2. It can increase the employment rate and reduce employment pressure; < /p>

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

4. It can promote local culture. Advertising Planning Plan Part 6

1. Purpose of the activity:

Describe the beautiful picture in your mind, and use the brush in your hand to depict the most beautiful thing in your heart. In order to welcome the convening of the 8th Cultural and Art Festival of our college and celebrate the coming of Mother's Day, and also to improve the innovative ability, practical ability, organizational ability, cooperative spirit and humanistic quality of contemporary college students, stimulate the sense of ownership of college students and promote "truth" The spirit of "goodness" and "beauty" creates a healthy campus and a harmonious society, and with this purpose, provides college students with an opportunity to discover themselves and express themselves. Describe your beautiful dreams! Therefore, our club decided to hold the "Second Rongcheng University Advertising Design and Picture Touring Exhibition" during this period. Through this event, we will enhance the cohesion among club members, the friendship between clubs and clubs, universities and universities, and strengthen the relationship between universities. communication between.

2. Sponsored by: Association of Finance Departments of Fujian University of Finance

Online co-organizer: China Art Bar (xx)

Fujian University Students Online

Fujian University Association

Co-organizers: Photography Association, Moyuan Association Comics, Fuzhou University Green Alliance, Fuzhou Environmental Protection Bureau, Fuzhou Master City Student Team

III. Competition time and place:

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

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

3. Exhibition location: Both sides of the road from the entrance to the Science and Technology Building (Note: If there are weather problems, the event location will be changed to the school library hall.)

4. Form of work:

Category a: There is no limit to the form of posters, posters and other creations. It can include (print advertisements, photography, illustrations, comics, Chinese paintings, colors, sketches, calligraphy...) to show that the size is 1/4 of an ordinary poster (28 cm long and 20 cm wide)

Category b: (copywriting category) campus civilized slogans

Category c: pictures (photos or posters)

Category d: handicrafts

5. Content of the work 1:

Highlighting "public" and "benefit" include: rights protection (women's rights), morality, health, environmental protection, sanitation, anti-drugs, Project Hope, respect for knowledge, safety and other public welfare propaganda. (For off-campus)

Content of the work two:

Highlighting "campus culture" includes: campus health environment, campus rules and regulations, campus dormitory management, campus reading atmosphere and other campus cultural promotions. (For schools)

6. Scoring criteria:

Good creativity and good overall effect (30 points)

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

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

Close to life, authentic and practical (15 points)

7. Awards and bonuses:

One first-prize outside school (RMB 200 and certificate of honor)

Two second-prizes (RMB 100 each and certificate of honor)

Three third prizes (50 yuan each and a certificate of honor)

Fifteen excellence awards (prizes and certificates of honor).

One first prize in the school (50 yuan and certificate of honor)

Two second prizes (30 yuan each and certificate of honor)

Third prize Three people (15 yuan each and a certificate of honor)

Ten excellence awards (prizes and certificates of honor).

Judge group: 10 persons in charge of some participating clubs and relevant teachers of the school (70%) and all students of the school (30%) Advertising Planning Plan Part 7

1. Planning concept:

In order to seize the opportunity of the Chinese Valentine's Day as a publicity, and to stand out from the many Chinese Valentine's Day activities in the form of festivals or concerts, we believe that we must find something new.

The large-scale Netizen Sunshine Party focuses its attention on young netizens who have never met. Through the matchmaking between Zhejiang Satellite TV and Xiangshan Scenic Area, it allows them to have an intimate contact in the blue sea and blue sky, and young people from the perspective of young people. to interpret the traditional Chinese Qixi Festival with its vitality. With the help of Zhejiang Satellite TV's powerful publicity platform and QQ new media power, I believe this refreshing event will not only attract the attention of various media but also attract great attention from netizens.

2. Activity execution plan (initial plan)

1. Hype stage: March 13th.

Zhuzhou TV: "Zhuzhou Report", "Real Estate Supermarket" and "Life Equation" programs are broadcast:

Twice in 25 seconds, replay four times in 25 seconds, Zhejiang Satellite TV evening prime time The promotional video will be broadcast no less than 8 times on a rolling basis, and the promotional video will be broadcast 32 times a month. Content: event promotion, netizen solicitation.

2. Recording stage: after July 23rd

a. 12 netizens, the host announces the rules, rewards, etc. of this event.

b. Netizens divided into five groups of love face-to-face at the iconic scenic spot in Xiangshan. The player with the right number will advance to the next stage. At the same time, several netizens who like it will engage in a love card battle, and the netizens will vote to decide who will stay and who will go

C. Netizen combination charm competition: tacit understanding, physical strength, large-scale love song duet, and romantic style competition wait.

D. Large beach bonfire party

3. Program broadcast and event reports:

Zhejiang Satellite TV’s special program "Boys and Girls" on August 6 (available Consider doing two programs), the program length is 5 minutes.

QQ Entertainment Channel’s eye-catching pictures and text reports

QQ Live Channel broadcast simultaneously

Metropolis Express, Qianjiang Evening News, Youth Times Today Morning Daily Business Report with pictures and text;