How to write advertising planning?

A detailed sample plan is for your reference.

Advertising planning book model

According to the main points of advertising planning, referring to the general mode of marketing planning and the format of advertising planning summarized by many advertising planners in practice, this paper provides readers with the following general mode of advertising planning content and structure.

Cover: A complete advertising planning text should include a cover with exquisite layout and complete elements for readers.

Good first impression.

List of advertising planning groups: Providing a list of advertising planning groups in the planning text can show advertisers the degree of regularization of advertising planning operations and also show the attitude of being responsible for the planning results.

Table of Contents: In the table of contents of the advertising plan, the titles of all parts of the advertising plan should be listed, and if necessary, the relationship between the parts should be reflected with concise charts, so that on the one hand, the planning text can be formally standardized, and on the other hand, readers can easily find what they want to read according to the table of contents.

In the preface, we should outline the purpose, process, main methods and main contents of advertising planning, so that advertisers can have a general understanding of advertising planning.

Text: Part I: Market analysis: This part should include all the market analysis results in the process of advertising planning, so as to provide a convincing basis for the subsequent advertising strategy.

First, the marketing environment analysis

1. Macro restrictive factors of enterprise marketing environment.

(1) Macro-economic situation in the area where the target market of the enterprise is located: overall economic situation, overall consumption situation and industrial development policy.

(2) The political and legal background of the market: Are there any favorable or unfavorable political factors that may affect the product market? Are there any favorable or unfavorable legal factors that may affect the sales and advertising of products?

(3) the cultural background of the market, whether there is any conflict between the products of the enterprise and the cultural background of the target market, and whether the consumers in this market will reject the products because the products do not conform to their culture.

2. Micro-restrictive factors in the marketing environment: the relationship between suppliers and enterprises, and the relationship between marketing intermediaries and enterprises.

3. Market overview.

(1) Market size: the maximum sales volume, total consumers, total consumers' purchases, the changes of the above factors in the past period, and the trend of market size in the future.

(2) The composition of the market: the brands that constitute the main products in this market, the market share of each brand, the brands that occupy the dominant position in the market and compete with this brand, and what is the changing trend of the market composition in the future?

(3) Characteristics of market composition: Whether the market has seasonal, temporary or other outstanding characteristics.

4. Analysis and summary of marketing environment: (1) Opportunities and threats (2) Advantages and disadvantages (3) Key issues.

Second, consumer analysis.

1. The overall consumption trend of consumers: the consumption characteristics of this kind of products by various consumers in the current consumption fashion.

2. Analysis of existing consumers.

(1) Composition of existing consumer groups, total number of existing consumers, age of existing consumers, occupation of existing consumers, income of existing consumers, education level of existing consumers and distribution of existing consumers.

(2) Consumer behavior, purchase motivation, purchase time, purchase frequency, purchase quantity and purchase place of existing consumers.

(3) The attitude of existing consumers, their love for products, their preference for brands, their awareness of brands and their satisfaction after use.

3. Potential consumers.

(1) Characteristics of potential consumers, total age, occupational income and education level

(2) The current buying behavior of potential consumers, what brand products they are buying now, and their attitudes towards these products. Is there a new purchase plan and is it possible to change the brand they plan to buy?

(3) the possibility of potential consumers being attracted by this brand, the attitude of potential consumers towards this brand, and the satisfaction of potential consumers' needs.

4. Consumer analysis summary.

(1) Existing consumers, opportunities and threats, advantages and disadvantages, important issues

(2) Potential consumers, opportunities and threats, advantages and disadvantages,

(3) the target consumers, the characteristics of the target consumer groups and the needs of the target consumer groups how to meet their needs.

Third, product analysis.

1. Product feature analysis.

(1) product performance, which products have the best product performance? What are the most suitable products for consumers? What products can't meet the needs of consumers?

(2) Product quality, whether the product belongs to high-quality products, and how satisfied consumers are with the product quality? Can the product quality be maintained? Is it possible to continue to improve product quality?

(3) the product price, the grade of the product price in similar products, the degree of cooperation between the product price and the product quality, and the degree of consumers' understanding of the product price.

(4) The material of the product, what are the main raw materials of the product? Is there anything special about the material of the product? How do consumers know the material of products?

(5) Production technology, what kind of technology is used to produce products? Is there anything special about the production process? Do consumers like the products produced by this process?

(6) The appearance and packaging of the product, whether the appearance and packaging of the product are commensurate with the quality, price and image of the product, whether the appearance and packaging of the product are free from defects, and whether the packaging is eye-catching among similar products on the shelf. "Is the appearance and packaging attractive to consumers? How do consumers evaluate the appearance and packaging of products?

(7) Compared with similar products, what are the advantages and disadvantages in performance? What are the advantages and disadvantages of quality? What are the advantages and disadvantages in terms of price? What are the advantages and disadvantages of materials? What are the advantages and disadvantages in technology? What are the advantages and disadvantages in consumers' cognition and purchase?

2. Product life cycle analysis. (1) The main symbol of the product life cycle (2) What kind of life cycle the product is in (3) The enterprise's cognition of the product life cycle.

3. Brand image analysis of products.

(1) The image given to products by enterprises. Does the enterprise consider the image of the enterprise for product design? Is the image of enterprise design unreasonable?

Does the enterprise convey the product image to consumers?

(2) Consumers' cognition of the product image, how do consumers think that the product image is consistent with the image set by the enterprise? What expectations do consumers have for product image? There is no problem with the product image in consumer cognition.

4. Product positioning analysis.

(1) The expected positioning of the product, whether the enterprise has any ideas about the product positioning, what is unreasonable about the product positioning of the enterprise, and whether the enterprise will convey the product positioning to consumers.

(2) Consumers' cognition of product positioning. How do consumers think that product positioning is consistent with the positioning set by enterprises? What expectations do consumers have for product positioning? Is there a problem with product positioning in consumer cognition?

(3) the effect of product positioning, whether the product positioning achieves the expected effect, and whether the product positioning is difficult in marketing.

5. Product analysis summary.

(1) product features, opportunities and threats, advantages and disadvantages, main problems

(2) Opportunities and threats, advantages and disadvantages, and main problems of product life cycle.

(3) Product image, opportunities and threats, advantages and disadvantages, and main problems.

(4) product positioning, opportunities and threats, advantages and disadvantages, and main problems.

Fourthly, the competition analysis between enterprises and competitors.

1. The position of enterprises in the competition. Market share consumers know the resources and goals of the enterprise itself.

2. The competitors of the enterprise. Who are the main competitors? Basic information of competitors, advantages and disadvantages of competitors, and strategies of competitors.

3. Comparison between enterprises and competitors. Opportunities and threats, advantages and disadvantages, main problems

Five, enterprise and competitor's advertising analysis

1. Overview of past advertising activities of enterprises and competitors. Implementation time, implementation purpose, input cost and main contents

2. The target market strategies of enterprises and competitors in the past. What is the target market of advertising activities? What are the characteristics of the target market and what are the reasonable points?

What is unreasonable?

3. Product positioning strategies of enterprises and competitors.

4. The advertising appeal strategies of enterprises and competitors in the past, who is the target of appeal, what is the focus of appeal, and what is the way of appeal?

5. The past advertising performance strategies of enterprises and competitors. What is the theme of the advertisement, is it reasonable or not, what is the originality of the advertisement, and what are its advantages and disadvantages?

6. The advertising media strategies of enterprises and competitors in the past. What is media combination, what is reasonable and unreasonable, what is the frequency of advertising, and what are its advantages and disadvantages?

7. Advertising effect. What is the role of advertising in consumer cognition? What role does advertising play in changing consumers' attitudes? What is the role of advertising in consumer behavior? What is the role of advertising in direct promotion? How effective is advertising in other aspects?

8. summary. The advantages of competitors in advertising, the advantages of enterprises themselves in advertising, the contents that enterprises should continue to maintain in past advertisements, and the outstanding disadvantages of enterprises in past advertisements.

The second part is advertising strategy.

1. Advertising target: 1. The goal put forward by the enterprise. What can be achieved according to market conditions. Expression of advertising objectives.

Second, the target market strategy

1. Analysis and evaluation of the original market views of enterprises.

(1) The market that the enterprise faced, the characteristics of the market and the scale of the market.

(2) the evaluation of the original market view of the enterprise, and the necessity of re-formulating the strategic decision of the target market according to the main problems such as opportunities and threats, advantages and disadvantages.

2. Market segmentation. (1) market segmentation criteria, (2) characteristics of each market segment, (3) evaluation of each market segment, (4) the most valuable market segment for the enterprise,

3. The target market strategy of the enterprise. (1) the basis of target market selection, (2) the strategy of target market selection,

Third, product positioning strategy.

1. Analysis and evaluation of enterprise's pre-positioning strategy. (1) enterprise's previous product positioning: (2) positioning effect, (3) evaluation of previous positioning,

2. Product positioning strategy.

(1) The necessity of new product positioning is from the perspective of consumer demand, product competition and marketing effect.

(2) the expression of product positioning,

(3) the basis and advantages of the new positioning,

Fourth, advertising appeal strategy.

1. The target of the advertisement. (1) the expression of the object of appeal, (2) the characteristics and needs of the object of appeal,

2. The focus of the advertisement. (1) demand analysis of the target, (2) analysis of all advertising information, (3) expression of the focus of advertising appeal,

3. Appeal methods and strategies. (1) the expression of appeal method, (2) the basis of appeal method,

Five, advertising performance strategy

1. Advertising theme strategy. (1) the expression of advertising theme, (2) the basis of advertising theme,

2. Advertising creative strategy. (1) the core content of advertising creativity, (2) the description of advertising creativity,

3. Other contents of advertising performance. (1) the style of advertising performance, (2) the advertising performance of various media, (3) the materials of advertising performance,

Intransitive verb advertising media skills 1. Overall expression of media strategy II. Media area, 3. Media type; 4. The choice of media, the basis of media selection. Introduction of selected major media. 5. Media combination strategy, 6. Advertising timing strategy, 7. Advertising frequency strategy.

Part III Advertising Plan

First, the advertising target

Second, the start time of advertising time in each target market, the end time of advertising activities and the duration of advertising activities.

Third, the target market of advertising.

Fourthly, the attraction of advertisements is opposite to each other.

Five, the focus of advertising appeal

6. Advertising performance 1. The theme of the advertisement: 2. Creativity of advertising, 3. Advertising performance of various media, as well as graphic design copy of TV advertisements.

4. Specifications of various media advertisements

5. Production requirements of various media advertisements

Seven. Advertising release plan 1. Media for advertising, 2. Advertising specifications of various media, 3. Advertising media release schedule:

Eight. Other activity plans 1. Promotion plan, 2. Public relations activity plan, 3. Other activity plans,

IX. Advertising Budget

1. Creative cost of advertising planning: 2. Advertising design fee. Advertising production costs. Advertising media expenses, 5. Expenses for other activities, 6. Mobile expenses, 7. Total cost:

The fourth part: the effect prediction and monitoring of advertising activities.

1. Advertising effect forecast: 1. Advertising theme test, 2. Advertising creativity test, 3. Advertising copy test, 4. Advertising works test,

Second, the monitoring of advertising effect: 1. Monitoring the release of advertising media, 2. The measurement of advertising effect,

Appendix:

In the appendix of the planning text, it should include the application text of advertising planning market research and other materials that need to be provided to advertisers.

1. Market Questionnaire 2. Outline of market survey interview 3. market survey report

Back cover:

(omitted)

Information investigation report

We can't fully understand the information of supply and demand-the influence of policies, the situation of competitors, and consumers' desire to buy. Otherwise, it is easy to determine the price and output of products to maximize profits. But we must try our best to understand it, and then make a judgment on the market demand based on personal actual combat experience.

The general structure of information investigation report is:

1. Socio-economic environment analysis related to investment projects: (1) Policy environment (2) Financial environment (3) Industrial distribution characteristics (4) Ownership structure characteristics (5) Proportion of group purchase and private purchase (6) Circulation environment (7)-

2. Analysis of the total residential development in this area: (1) the development amount of each residential district; (2) the development trend of each residential area; (3) The prospect analysis of the development quantity of each residential area.

3. Analysis of commercial housing digestion in this area (1) Main contribution rate of commercial housing digestion over the years (structural analysis) (2) Current situation of commercial housing digestion (3) Analysis of commercial housing digestion prospect.

4. Analysis of different types of real estate demand and status quo in this region (1) Analysis of commercial (shopping mall) real estate demand and status quo (2) Analysis of office real estate demand and status quo (3) Analysis of residential (high-rise, multi-storey and villa) demand and status quo (4) Analysis of hotel real estate demand and status quo.

5. Analysis of market demand and present situation of different grades of commercial housing in this region (1) Analysis of market demand and present situation of luxury houses (2) Analysis of general market demand and present situation (3) Analysis of economic applicable market demand and present situation (4) Analysis of demand and present situation of welfare market (property right/lease, primary, secondary and tertiary markets).

6. Analysis of star real estate in this region (residential market): (1) Definition of star real estate over the years (2) Distribution and structure analysis of star real estate (3) Main marketing characteristics of star real estate (4) Participants and manufacturers of star real estate (5) Premium of star real estate (6) Necessary and sufficient conditions for future star real estate.

7. Analysis of best-selling real estate in this region (residential market): (1) Definition of best-selling real estate (2) Characteristics of best-selling real estate (3) Analysis of reasons for best-selling real estate.

8. Analysis of unsalable real estate in this region (residential market): (1) Definition of unsalable real estate (2) Distribution and structure analysis of unsalable real estate (3) Marketing characteristics of unsalable real estate (4) Participants and price loss of unsalable real estate (5) How to avoid falling into unsalable real estate.

9. Analysis of the most popular property types in this region (residential market): (1) Definition of the most popular property (2) Proportion and distribution characteristics of the most popular property in this region (3) Marketing characteristics of the most popular property in this region (4) Participants and premium characteristics of the most popular property in this region (5) How to join the most popular property camp in this region?

10. Analysis of the local context (residential culture: (1) Analysis of the evolution and main causes of local residential structure (2) Cultural classification of local residential structure (3) Cultural extension of local residential structure in the future.

1 1. Analysis of residential rent level in this district: (1) Overall analysis of average residential rent level in this district (2) Analysis of residential rent return rate in this district (3) Prediction of residential rent and rental return rate in this district (4) Influence of residential rent on location advantages and disadvantages.

12. Analysis of the vacancy rate in the residential market in this region (1) Definition of vacancy rate (2) Analysis of the total vacancy rate of commercial housing in this region (3) Analysis of the relationship between the vacancy rate of commercial housing in this region and the development volume and demand (4) Structural distribution of the vacancy rate of commercial housing in this region (5) Future vacancy rate trend of commercial housing in this region.

13. Consumer analysis of the residential market in this area

Note: Due to different development projects, the contents of the questionnaire are different, and the contents of the questionnaire are omitted.

===========================================================

-[Real Estate Hotel] Advertising Planning of Shenzhen Baishida Mangrove on the West Bank of Jordan River

-[planning actual combat] longevity strength advertising planning

-[planning actual combat] writing standards for advertising planning books

-[planning actual combat] advertising planning book mode

-[Planning actual combat] He Hua beer advertising planning

-[Planning actual combat] Qili washing powder advertising planning

-[Beverage and Food] Advertising Planning of "Refreshing Chocolate"

-[Beverage and Food] "Eight Immortals" brand series quick-frozen food, Ningbo Tangyuan advertising planning (2)

-[Beverage and Food] "Eight Immortals" brand series quick-frozen food and Ningbo Tangyuan advertising planning (1)

-[Planning actual combat] The basic content of tobacco advertising planning book

-[Creative Copywriting] General mode of advertising planning (1)

-[Healthcare] Stashu Nanjing Marketing Advertising Plan

-[Telecom Planning] Advertising Plan

-[Telecom Planning] China Mobile Communications Enterprise Image Advertising Planning

-[Sugar and Liquor Marketing] "Maiwang" beer advertising planning (whole case)

-[Planning actual combat] Monternet advertising plan book