Three model essays on TV sales advertising planning

The three-part planning of TV sales advertising scheme is to lay out marketing scientifically, reasonably and effectively through careful market investigation and systematic analysis, using the knowledge (intelligence or data) and means already mastered. Television advertisements make good use of the communication and universality of television, laying a good foundation for product promotion. The following are the contents of three model articles on TV sales advertising planning that I have compiled for you. I hope I can help you. Welcome to read!

Tv sales advertising program 1 we write articles to emphasize? Meaning first? The same is true for writing TV advertising manuscripts. The charm of TV advertising comes from creativity. Without creativity, there is no vitality.

One of the keys to creativity is to have a sense of innovation. Like literary creation, TV advertising manuscripts are the most taboo and stereotyped. Creators should have original ideas and win with freshness. Like French propaganda? Pioneer? Tv ads, pianos, some new ideas:

A black pianist appeared on the streets of San Francisco, playing a grand piano. He played lively jazz while running around the street with many ramps. Television cameras capture a series of fixed-frame images and shoot six or seven shots in succession. Finally, the pianist and his beautiful and advanced grand piano, escorted by two white motorcycles, crossed the Golden Gate Bridge and disappeared in the distance. Then the slogan came:? Can't tell you how interesting it is, pioneer? .

I don't see any appeal about piano performance here, but the atmosphere and artistic conception it creates are full of freshness. It's like saying through an advertisement: Look at this life, this job, this fun? .

The second key to creativity is to leave room for imagination for the audience. Literary creation pays attention to the combination of reality and fiction, leaving readers room for aftertaste and chewing; After aftertaste and chewing, readers will have a deeper aesthetic experience, thus leaving a deep impression on the content of the work in their minds. As a TV advertisement. For example:

China People's Insurance Company Shanghai Branch Advertisement

Scene 1: (Close-up) Two goldfish are swimming leisurely in the fish tank.

Lens 2: (folded in half in the middle) A goldfish bowl is safely placed on the shelf.

Lens 3: (Zoom in to the panorama) Suddenly, the fish tank fell off the shelf, fell to the ground and broke into pieces, and water, fish and glass fragments splashed everywhere.

Scene 4: (Close-up) A goldfish rolls back and forth on the ground, dying.

Lens 5: The water, goldfish and glass fragments on the ground gradually gather together and return to the original position of the shelf along the falling track. The broken glass was folded into a fish tank, and two goldfish swam leisurely in the fish tank as usual.

Scene 6: (overlapping subtitles and special effects)? Buy insurance to save the day? .

Scene 7: (overlapping to the panorama) Ten yuan RMB quickly forms a circle.

Scene 8: (Panorama with special subtitles)? China People's Insurance Company Shanghai Branch? .

In the last advertisement, it skillfully uses the psychological mechanism of Lenovo. Can the sudden fall and breaking of the goldfish bowl be reminiscent of it? There are unexpected events in the sky, and people are doomed? The so-called magical restoration of the goldfish bowl will naturally remind people to protect personal safety and property by participating in insurance. Compared with those who just shout and don't do it? I have people's insurance in case of an accident? Slogans like advertisements are more attractive and persuasive. So it can be said that this is a brand-new insurance advertisement.

The third key of TV advertising creativity is to attract the audience.

Television is a kind of comprehensive media, which combines acousto-optic effect and drama performance. It is a face-to-face medium with high penetration and dynamics. Because most viewers are completely casual and passive when watching TV programs, TV advertisements must break through the audience's relaxed state from the beginning to arouse their curiosity, excitement and other emotions to attract their attention. The following is an example of a Hamburg advertisement in Germany:

Television picture:

A child's chubby calf was walking on the beach, leaving two lines of shallow footprints behind him.

The whole advertisement didn't say a word for fifteen days in a row.

On the sixteenth day, every step the child took, a hamburger jumped out of every footprint, and a string of footprints was exchanged for a string of hamburgers.

The success of Hamburg advertising lies in the use of suspense. When the footprints left by two chubby calves appeared on the advertising screen, the audience was immediately aroused and began to guess the content of the advertisement with great interest because they didn't understand what this meant. When the same picture appeared again the next day and the third day, the concept was even more puzzling, curiosity turned into focused attention, and doubt turned into positive thinking to solve doubts. On the tenth and eleventh days, everything remained the same and the audience's thoughts were completely lost. Hanging? In fact, the strong desire to explain the mystery and get to the bottom of it drives people to pay more attention to the advertising content. On the sixteenth day, the audience's appetite was suspended, and only under the cute and funny footprints did they jump out of the equally cute and attractive hamburger. At this point, the suspense is lifted. Oh, it's a hamburger advertisement. No one who has seen this advertisement will forget it. However, before she came to us, we shouted a thousand times and urged her a thousand times? hamburger The advertising effect of these sixteen days is different from the general advertising form of sixteen consecutive days.

TV Sales Advertising Planning 2 I. Preface of Planning

Wall clothes have been popular in Europe and America for many years and become the best material for home and engineering decoration. In recent years, wall clothing products have become popular in China, and are loved by many consumers, becoming the new favorite of wall decoration. It is a new type of artistic decorative coatings, which makes patterns with different styles and rich colors on the wall through special molds. But in the current Gaohe market, because wallpaper and liquid wallpaper entered earlier, residents have formed a certain fixed thinking. Although Dukepu wallpaper is a new product and unique in Gaohe, how to improve consumers' awareness of Dukepu wallpaper, deepen the audience's understanding of wallpaper, change consumers' thinking mode and consumption habits, and expand sales is the focus of this planning.

Second, product analysis

1, product introduction

Ducorps wall paint is made of natural fibers and synthetic fibers as the main raw materials, with a variety of additives. It is a brand-new interior wall decoration material with excellent environmental protection performance. Its unique texture and three-dimensional relief create a living and working space close to nature, which is more suitable for modern people's pursuit of individual life.

2. Product advantages

(1) has no peculiar smell, is nonvolatile and has excellent environmental protection performance.

(2) No cracking and shedding.

(3) Complete colors, many varieties, and DIY combinations of various colors to meet different products.

Taste demand

④ Unique seamless repair.

⑤ The secondary decoration is convenient and quick.

⑤ The uneven relief solid surface inhibits sound wave reflection and has a certain sound absorption effect. ⑤ It has good air permeability and can adjust indoor humidity.

⑧ Carry out anti-pollution and anti-static treatment, which has strong anti-pollution ability.

3. Analysis of disadvantages

① Consumers' understanding and acceptance of products is low.

Ducorps wall clothes are more expensive.

(3) Gaohe physical store has not been stationed for a long time, and its influence and popularity among consumers are not enough. (4) In the county-level market, the brand promotion of Ducorps wall clothes is still in its infancy.

4. Market analysis

① In the market of wall decoration materials in Gaohe, consumers have a lot of choices. If the advantages of products are not prominent and clear enough, it is difficult to produce direct purchase behavior.

(2) Although Dukepusi wall covering stands out in Gaohe market at present, similar products, such as Ouya wallpaper and various liquid wallpapers, are competitors. They entered Gaohe earlier and have a certain popularity among consumers, so wall covering is not dominant in the competition at present.

(3) As consumers' consumption habits have not changed, the focus of the early stage of marketing of Ducorps wall clothes should be to change consumers' usage habits, emphasizing the advantages of the products and the differences with other similar products, so as to gain consumers' recognition. For this reason, the Ducorps wall clothes need to be marketed and expanded through TV product image playing, consumer oral publicity and activity promotion.

Coverage, improve awareness, and ultimately change consumers' consumption habits.

Third, the focus and direction of advertising.

1, the brand slogan should be deeply rooted in the hearts of the people and change within reach? ! extensive

Advertising is a long-term subtle process, and its initial and ultimate purpose is to attract the attention of the audience. Only through continuous publicity can this catchy slogan be deeply imprinted in the hearts of consumers.

2, the purpose of advertising

Highlight product advantages, enhance brand image, expand popularity and win the market.

3. Advertising marketing strategy

(1) rational appeal marketing

Advertising is used to convey the performance and characteristics of products and the benefits that consumers can get in the purchase, explain the most important facts of products in accurate and clear language, and change consumers' ideas through their own rational analysis and judgment, thus changing their consumption behavior.

(2) Emotional appeal marketing

Advertising is used to attract consumers' feelings and emotions, so as to achieve the purpose of publicity and promotion of sales. Emotional appeal marketing will no longer emphasize the introduction of hard indicators such as the function and price of DuOrps wall clothes, but conduct induced advertising through emotional language, pictures, music and other means, such as the slogan of DuOrps wall clothes? Change is within reach. Then, we will carry out advertising to induce consumers to change their satisfaction.

Of course, the way of advertising is not unique. In the advertisement of Ducorps wall cloth,

We can combine these two advertising appeals for publicity.

Fourth, the TV advertising schedule

1, comprehensive image display period

At present, the Ducorps wall clothes in Gaohe market belong to the leading-in period of product life cycle. During this period, advertisements should be placed in the brand introduction, product information notification and quality improvement of the physical store to let consumers know the brand, concept and geographical location of Feidu's wall clothing physical store.

2. In-depth analysis and wide dissemination of product selling points.

The lead-in period of products is a long process. In this process, it is necessary to carry out differentiated publicity, that is, to tell consumers what is the difference between Feidu's wall clothes and other similar products, what are the advantages of Feidu's wall clothes, what are the specific benefits of its products, and what kind of psychological satisfaction consumers can get when buying this product. Through this publicity, consumers will pay more attention to the wall clothes of Feidu Company, generate interest in buying, promote the final purchase behavior, and spread it orally within the group.

3. Promote information dissemination

Carry out the opening promotion and holiday promotion of Ducorps wall clothes, expand the coverage of promotional information and promote sales.

Five, TV advertising broadcast mode

1, the first real estate column

2, 30 seconds image promotion

3. Weather forecast patch

Remarks: The planning, shooting, production and broadcasting mentioned above are all included in the annual advertising expenses.

Tv sales advertising scheme 3 glasses TV advertising planning scheme

Bath products

Advertiser: glasses

Advertisement length: 30 seconds

Creative advertising: A nearsighted mother bathed dirty twin babies, but she didn't see clearly because her mother's glasses didn't fit. As a result, she washed one baby twice and the other baby didn't wash it once. When the audience smiles, the LOGO of the glasses fades out, and then there is another scene: after the mother puts on a pair of suitable glasses, she sees a white baby, and a baby smiles at her mother in a dirty way. Finally, when you get the glasses, you can get the right glasses.

Creative features: This idea humorously shows the necessity of wearing a pair of suitable glasses through a life detail. Because the plot is very interesting, it is easy to arouse the audience's voice, narrow the distance with the audience and enhance the affinity of the brand.

Music application: light music children's music

Split shot and shooting technique

Scene 1: A pair of twin babies are at home watching their mother Bao jiaozi.

[(Panorama) Boom, Actual Sound: Children's Music]

Lens 2: The baby curiously touched the white dry flour and accidentally spilled it all over the floor.

[(Close shot), actual voice: The baby asked curiously:? Huh? What is this? Music pause]

Scene 3: Two little treasures are having fun, with white flour on their faces, bodies and feet.

Mid shot, actual sound: children's music, baby laughter]

Lens 4: Mom saw it, so she quickly wiped the baby's face and hands with a towel.

Mid shot, actual sound: children's music, baby laughter]

Scene 5: Mom wants to help the baby bathe (water and bath towel).

[(Mid shot), actual sound: children's music, the sound of grabbing water]

Scene 6: Two babies are sitting on the sofa, waiting for their mother to help them take a bath.

[(Close shot), actual sound: children's music, baby laughter]

Scene 7: Mom holds the baby, takes a shower and puts it back on the sofa.

[(Close shot) Tracking shooting, actual sound: children's music, baby laughter]

Scene 8: The phone rings and mom answers it.

[(Panorama), actual sound: phone ringing, talking on the phone]

Scene 9: Before the mother came to the sofa, she hesitated and took the baby to take a bath.

[(Close shot) Tracking shooting, actual sound: children's music, baby laughter]

Scene 10: With the mother's sight (the lens is slightly blurred), I see two little babies sitting on the sofa laughing.

[(Close shot), actual sound: children's music, baby laughter]

Scene 1 1: I photographed two babies' feet shaking from the angle of looking up. One baby's feet are clean, and the other baby's feet are covered with white flour (subtitle: Who is who? Did you see it clearly? )

[(close-up), actual voice: male voice Mandarin:? Who's who? Did you see it clearly? [Baby Laughter] Scene 12: White screen, fade out? Glasses? LOGO。

[actual voice: male mandarin:? Glasses, give you a clear world? ]

Scene 13: Mother puts on her glasses, and with the vision (the picture changes from blurred to clear), she sees a baby washed clean, and a baby's face is still stained with white flour.

[(close-up), actual sound: baby's laughter]

Television advertising planning meeting

Conference theme: Discussion on the originality of TV advertising

Members of the second group: Zhang Danlei, Wang Jingya, Yang Wanli, Yu Yu, Xie Chairman: Wang Jingya.

4. Meeting minutes:

After brainstorming and communicating with each other, various schemes were discussed. The first plan was the drunken duck in the Song Dynasty, but it was too difficult to implement and finally gave up. The second plan was about the advertising idea of barrel surface, but in the end, the planning department matured and gave up. The third project is about the doctoral program & the creativity of Lomb contact lenses. After consultation, this idea was unanimously adopted, and finally the creative scheme of Dr. Lee-Lomb contact lens advertisement was finalized.

5. Outcome of the meeting:

The plan begins with a secret love. A nearsighted girl with thick glasses has always liked a boy. When she passed an optical shop, she saw a billboard for Bosch & Lomb contact lenses. She stopped to have a look, hesitated, but still didn't go in. Because of wearing heavy glasses, the girl has always felt inferior. She always walks by with her head down. When I walked to the small lake, I saw my favorite boy sitting by the lake reading. She looked at him timidly, walked over and walked to the intersection. She stopped, hesitated for a moment, adjusted her clothes and hair, got up the courage to walk over, but didn't dare to say hello to the boy, only dared to sit down not far from him and secretly looked at the boy. After a while, she saw a girl coming and fell in love with him. Screen switching, the screen appears? Before the picture returns to the optical shop, the girl walks into the optical shop with Bosch & Lomb's contact lenses. Girls who wear contact lenses become confident. The scene has changed. She went back to that time and saw the boy she liked sitting by the lake. She confidently walked over, smiled at him and gave him a note that read? Can I be your friend?

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