Traditional Culture Encyclopedia - Weather forecast - What are the five elements of a complete advertising plan?
What are the five elements of a complete advertising plan?
(1) Planner: participants in the plan.
(2) Planning object: the planned business environment includes natural environment, political environment, economic environment, social environment and human environment.
(3) Planning basis: the target and object that the behavior points to.
(4) Planning scheme: planning results, a series of planning methods and steps designed to achieve advertising goals.
(5) Evaluation of planning effect: to predict and evaluate the possible effects of implementing the planning scheme.
An excellent advertising plan must be indispensable in the above five aspects, and the content should be scientific, rigorous, operable and timely.
What should a complete advertising plan include? Event planning case is relative to market planning case. Strictly speaking, it belongs to the market planning case. They are interrelated and complement each other. They are all marketing ideas and models subordinate to the whole enterprise. Only under this premise, the market planning case and the event planning case are the advertising behaviors with integrity and continuity. Only in this way can the audience have an agreed brand culture connotation, the event planning case can follow the idea of the overall market planning case, and the enterprise can maintain stable market sales.
There are various forms of activity planning, generally including roadshows, product briefings (press conferences), festival promotions, news event marketing, etc. For any of the above schemes, according to different enterprise situations and market analysis, countless forms can be evolved. Event planning often plays a direct role in new product launch, product terminal distribution and product transformation, so it is also an important part of advertising planning.
1. The theme should be single and inherit the general marketing ideas.
When planning activities, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time, place and expected input cost of the enterprise activities, etc.). ) and market analysis (including competitor's current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characteristics analysis, etc. ), and through SWOT analysis, the most important theme is extracted, which is also the most worth popularizing at present. You can't do everything in an activity. Only by conveying the most important information to the target consumer group, that is, as the saying goes, do something, can you fully convey the information you want to convey to the target consumer group, attract the attention of the audience, and it is easier to remember the information you want to express.
2. Explain the points of interest directly
After determining the only theme, the audience can also accept the information we want to convey, but many people still remember the advertisement, but they just don't have the impulse to buy it. Why? That's because they don't see the interests directly related to them. Therefore, it is very important to directly explain the points of interest in the activity planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, and if it is a product description, you should sell the most eye-catching selling point. Only in this way, after the target consumers come into contact with the direct interest information, will they cause the impulse to buy, thus forming the purchase.
3. Activities should focus on the theme and be as concise as possible.
Many planning copywriters often want to carry out many activities when planning activities, thinking that only colorful activities can attract consumers' attention, but it is not. First of all, it is easy to distinguish between major activities and minor activities. Many market activities are very active and many people participate in them. It seems that the response is very enthusiastic, but among the people who watch or participate, how many people are the target consumer groups of the enterprise, even if they are the target consumer groups, do they buy products after participating in the activities? At present, a problem that some planners often complain about is the participation morality of onlookers. Many people often leave after watching the excitement, or take gifts from the company. In fact, the problem here is that the content and theme of the activity do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, increase the cost of activities, poor implementation. In a planning, if too many activities are involved, not only will more human, material and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it is easy to lead to poor implementation by operators and eventually lead to the failure of the case.
4. Good enforceability.
A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether it can be successfully implemented is the most direct and fundamental manifestation of the operability of the planning case. In order to achieve good execution of planning, besides careful thinking, careful activity arrangement is also essential. The time and method of the activity must be carefully analyzed in combination with the situation of the execution place and the executed person, and the specific arrangement should be as comprehensive as possible. In addition, the influence of external environment (such as weather and folk customs) should also be considered.
Step 5 change your writing style
Generally speaking, planners often accumulate their own set of experiences in the process of writing plans. Of course, this experience is also reflected in the writing form of the planning book, so everyone's planning book may have their own model. But it is often this mode that will limit the planners' thinking, and it is impossible to grasp the market without changing their views. You should also change the style of writing in the content of the plan book, because if the same customer sees that your plan is the same shell again and again, it is easy to have a psychological distrust attitude, and this first cause effect may affect the performance of creativity.
Step 6 avoid subjective comments
In the early stage of activity planning, market analysis and investigation are very necessary. Only through the analysis of the whole market situation can we understand the problems faced by enterprises or products more clearly and find solutions to them. It is impossible for a subjective planner to make a successful plan. Similarly, in the cooperation process of planning books, we should also avoid subjective thoughts and words, because if the planning case is not put into practice, any result may appear, and the planner's subjective assumptions will directly lead to the executor's fuzzy analysis of events and forms. Moreover, if customers see the subjective words in the planning book, they will feel that the whole planning case has not undergone real market analysis, but is the result of subjective speculation.
Finally, a promotion can't achieve great results or create famous brands, so don't try to solve all the problems through one activity. An activity can only mainly solve one problem. Only by adhering to the correct marketing ideas in brand building and commodity sales, and carrying out appropriate promotional activities at the right time and place under this idea, can enterprises develop continuously faster and better.
Seek a complete advertising plan! Additional points 100! 28 vigorous advertising planning cases
market analysis
First, competitor analysis.
1. In Guangdong, the main competitive product of Vigor 28 ultra-concentrated washing powder produced by Shashi Daily Chemical Company is the high-powered ultra-concentrated washing powder produced by Guangzhou Langqi Company. The main advantages of high welfare are:
A, the product quality is better.
B, local products, long-term operation.
C, under the influence of the unified brand of Langqi Company, it has formed the image building and promotion function of mutual promotion with the washing powder market occupied by Gao Fuli.
D. advertising activities have been comprehensively and meticulously planned and implemented.
E. Many enterprises issue high R&F as labor insurance products all the year round.
2. Gao Fuli also has some defects in quality. For example:
A, the concentration of high R&F super concentrated washing powder is 3 times higher than that of ordinary powder, while the activity of 28 is 4 times higher.
There is no real "instant" in high R&F concentration.
High R&F packaging is also slightly inferior to Vigor 28.
3. The investigation on the advertising effect of Gao Fuli shows the following data:
A. transmission rate. People who have seen Gao fuli's advertisement
Accounting for 72.8% of the total survey.
28.2% people have never seen it.
B, preference 50% like Gao Fuli's advertisement.
Generally accounting for 48%
Those who don't like it account for 2%
C. sources of information:
67% of TV people saw Gao Fuli's advertisement through Zhujiang TV, and other TV stations were within 25%.
Newspapers. 53% people have seen the advertisement of Gao Fuli in the newspaper.
D. usage:
Used accounts for 56.6%. Among them, 66% used high R&F ordinary washing powder and 34% used super concentrated washing powder.
Unused accounts for 43.4%
The data shows that Gao Fuli has achieved excellent results in advertising and sales. However, vitality 28 still has a chance to divide the market.
Second, product analysis
Length and quality. Vitality 28 has established a high-quality reputation in the north. The performance and indexes of Vigor 28 super concentration are equivalent to those of Gao Fuli, and some of them are better than Gao Fuli. Vitality 28 ordinary powder is slightly inferior.
2. packaging. The packaging of Dali 28 is quite attractive, and it won the first place in the evaluation of washing powder packaging, which has the strength to compete with Gao Fuli.
3. price. The super concentration of Vigor 28 is slightly higher than that of high R&F, and the ordinary powder of Vigor 28 is slightly lower than that of high R&F.
Third, consumer analysis.
Consumers in Guangdong and the north have different characteristics:
1, purchase method. -Most housewives buy from retail stores near their homes, which is very random; -generally do not specify a certain brand of washing powder. The product price has little influence on its choice.
However, a considerable number of consumers have the habit of using Gao Fuli, and many retail stores only sell Gao Fuli.
2. How to use it. Fully automatic washing machines are widely used in consumers' homes in Guangdong. Coupled with the relatively rich economic income of Guangdong people, there is almost no clear concept of saving water, electricity, labor and time.
3, the concept of washing. Consumers in Guangdong still feel that the more washing powder is soaked, the cleaner it is. However, the super concentrated washing powder is just bubble-free and has super decontamination ability, which is in conflict with each other. Therefore, the sales volume of ultra-concentrated powder is always inferior to that of ordinary powder. In addition, Guangdong people change secret service, and the clothes themselves will not be too dirty. Generally, it is impossible to compare the advantages and disadvantages of ultra-concentrated powder and ordinary powder.
Fourth, the analysis of sales channels.
L, vitality 28 in Guangzhou, mainly with several big department stores and some wholesale units to establish contact. In Shenzhen, Shantou, Huizhou, Zhanjiang and other places, we often cooperate with a local wholesale department.
2. Vitality 28' s contact with the dealer is just "sending someone to contact". In addition, although the preferential measures of "unlimited door-to-door delivery" have been taken, the results have been minimal.
3. Vigor 28 needs to be improved in commodity distribution. Most retail stores can't see the vigorous 28 products, which runs counter to the habit of consumers buying nearby. If this situation continues, large-scale sales will never be realized.
According to another survey, some big shopping malls in Guangzhou have no sales vitality.
Fifth, the analysis of pre-advertising effect
After last year's advertising campaign, Guangdong consumers have a preliminary impression of the "one-to-four" advertisement of Vitality 28. Many customers came to order after seeing the TV advertisement of Pearl River Platform.
Due to the influence of many factors, Guangdong consumers still have no great reaction to Vigor 28 Superconcentration. Among them, in addition to advertising positioning, the diversification of advertising volume and form is also worth considering. Because the whole Guangdong market is a place where all parties' information is intertwined, it is impossible to "jump out" from such an "information ocean" without a certain amount of broadcast. Gao Fuli1992February-June spent nearly one million RMB on advertising in several major media in Guangzhou. At that time, the vigorous 28 th National Congress basically only used two major media, television and newspapers, and there was no other media to cooperate with the activities, which seemed thin. Therefore, this year's advertising campaign must be a three-dimensional and systematic team battle.
The potential market prospect of intransitive verbs
As the frontier of reform and opening up, Guangdong has provided us with a good business environment.
2. Guangdong is an affluent area in China, with high per capita income and strong consumption power.
3. The high temperature period in Guangdong lasts for a long time. People have developed the habit of washing and changing frequently, and the consumption of washing products is particularly large.
Although Gao Fuli was the head of Guangdong at the beginning, the market vacancy is still very large. For example, a highly concentrated market provides opportunities for Vigor 28.
Seven. Importance of developing Guangdong market
As a vast market with huge consumption potential, Guangdong has great economic development value.
2. Guangdong's vigorous implementation of 28 products will lay the foundation for Shashi's daily chemical group and listing in Shenzhen.
Advertising positioning
First, the market positioning
Mainly in Guangzhou, supplemented by Shenzhen, Shantou, Huizhou and Zhanjiang, radiating the whole Pearl River Delta. Various activities focus on Guangzhou.
Second, commodity positioning
A new generation of washing products with high quality and good price.
Third, advertising positioning.
A new generation of super concentrated washing powder with many superior properties.
Fourth, advertising targeting.
Migrant workers, young unmarried office workers, housewives aged 25-45.
Marketing suggestion
In order to meet the consumption habits of consumers, the work of retail stores must be listed as the first place in marketing, and only they are the basis for truly forming mass sales of products. This work is carried out as follows:
1. Print "A Letter to Retailers" to show sincerity and hope, make sense and lure them to benefit. At the same time, print some performance descriptions of Vigor 28 ultra-concentrated products.
Second, provide some reward systems for retailers. For example, people who sell a batch of boxes will get corresponding rewards.
Third, hire dozens of business school students as salesmen to distribute letters and printed materials in Guangzhou. And direct wholesale sales to retail stores. Give the salesman a commission according to the batch.
Fourthly, the "Vibrant 28 Friendship Association" was held to entertain all retailers selling Vibrant 28 in Guangzhou, introduce the development of daily chemical products in Shashi, and enhance the confidence of retailers and the emotional connection between the two sides.
Through the above measures, we will strive to open up sales channels, make Vigorous 28 Super Concentrated Washing Powder widely known in the streets, and then carry out various advertising campaigns for consumers. Will achieve good sales results.
advertising strategy
First, the purpose of advertising
After this year's advertising campaign, Vigor 28' s popularity and goodwill have been initially established in the eyes of consumers in the Pearl River Delta. And can gain a foothold in Guangdong washing powder market and share the market with Gao Fuli.
Second, staged advertising.
L, expansion period (65438+April-June, 0993), the main task is to attract consumers' attention to Vigor 28; Cultivate the recommendation rate of retail shopkeepers, initially establish product image, guide consumers to understand ultra-concentrated products, and expand the market on the basis of last year.
2. Strong sales period (July-June 65438+ 10), deeply guiding consumers, shaping the trust and goodwill of products, and dividing up the market.
3. During the supplementary period (1 1- Spring Festival), various soft activities are used to maintain the popularity of the products in the off-season, prepare for the next year's re-sale and establish a complete product image.
Third, the focus of the appeal.
? high quality
? hyperconcentrated
? Super decontamination
? Bubble-free decontamination
? Static decontamination
? Obedience behavior
? Save time, labor, water and electricity.
? One to four
Fourth, strategic suggestions.
A series of newspaper advertisements. Design a series of ready-made newspaper advertisements. (The following propaganda titles are for reference only)
Main advertisement. Direct promotion of products, published all year round.
First, from the perspective of commodities
? Real strength will not release bubbles.
? Because of his strong ability, he is often left out in the cold.
? Extra "time"
B, cut in from the perspective of life
? Cleanliness addiction comes from "a handful".
? What a gentleman should do for his wife.
? Say goodbye to the "friction years".
? New tricks of "lazy people"
2. Re-shoot CF. Strengthen the indoctrination of the concept of ultra-concentrated products, focus on simple persuasion and demonstration, and guide consumers to accept ultra-concentrated products psychologically.
3. Design is popular. Exquisitely designed storefront display, or hanging, or poster, or decoration. Distribute the goods together with the distribution to retail shopkeepers, and urge or help them to post. Expand the popularity and directly promote the purchase.
4. Pay attention to the effect of advertising songs. In Guangdong, radio stations have always had a considerable audience in cities, towns and rural areas, and the media prices are cheap. Therefore, a professional lyricist and songwriter is entrusted to design an advertising song that is easy for Cantonese people to listen to, remember and sing, and it will easily enter thousands of households after long-term play.
5. Promotional activities.
A. sales expansion period
Name: Distribution
Goal: Face-to-face contact with consumers has created a certain momentum.
Method:
? Select some key areas as distribution areas.
? Send a package to the consumer. There is a sample bag and a letter in the bag, which explains the advantages of the product. Please try it.
? Or distributed directly by the sales staff.
B, the sales boom period
Name: Secondary Distribution
Objective: To have in-depth contact with consumers, establish a good impression and open up some new fields.
Solution: It's the same as the last issue, but the letter to the consumer is slightly changed.
C. Supplementary period
Name: Give away the "Life Tips" manual.
Objective: To further affirm the efficacy of ultra-concentration of Vigorous 28, and make Vigorous 28 brand deeply engraved in women's hearts.
Method:
? Print a beautiful booklet, including: correct use of vitality 28, flexible use of vitality 28, life tips and so on.
? Advertise in newspapers or magazines that women often read, attach coupons, cut them out and send them back for free.
* * * Attached:
The writing standard and mode of advertising planning book;
Advertising planning, also known as advertising planning, is the pre-conception and planning of the overall advertising activities or certain activities on the basis of market research. The advertising plan lists all the arrangements that need to be taken in the advertising campaign and instructs the relevant personnel to implement it at a specific time. It is the official action document of advertising activities.
There are two forms of advertising plan, one is tabular form. This form of advertising planning lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy, other promotion strategies and other columns. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target. Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used. The other is an advertising plan described in written language, which is widely used. This kind of advertising plan written in the book is also called advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is not much difference.
A complete advertising plan should at least include the following contents:
1, preface;
2. Market analysis;
3, advertising strategy or advertising focus;
4. Advertising objectives or demands;
5. Advertising area or complaint area;
6. Advertising strategy;
7. Advertising budget and distribution;
8, advertising effect prediction.
Of course, advertising planning may be different because of the writer's personality or case, but the content is basically the same. Let's briefly describe the thinking problem when writing.
1. The preface should briefly explain the time limit, tasks and objectives of the advertising campaign, and if necessary, explain the marketing strategy of the advertiser. This is the essence of the whole plan. Its purpose is to put forward the main points of the advertising plan, so that the senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.
2, the market analysis part, generally includes four aspects:
(1) enterprise operation analysis;
(2) product analysis;
(3) Market analysis;
(4) consumer research;
When writing, we should explain the characteristics and advantages of advertising products according to the results of product analysis. Then, according to the market analysis, the advertising products are compared with all kinds of similar products in the market, and the preferences and prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational analysis, which briefly describes the history of advertisers and advertising products and evaluates products, consumers and competitors.
3, advertising strategy or advertising focus, generally should be based on product positioning and market research results, to clarify the focus of advertising strategy, explain how to make advertising products in the minds of consumers to establish a deep impression. How to arouse consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products? How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.
4. In the part of advertising target or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.
5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.
6. In the part of advertising strategy, the specific details of advertising implementation should be explained in detail. The author should design the media plan clearly, completely and concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing and broadcasting of various media and how to cooperate with each other.
7. In the part of advertising budget and distribution, according to the content of advertising strategy, the choice of media, the required expenses and the price of each broadcast should be listed in detail. It is best to make a table to list the expenses of research, design and production. Some people also included this part in the advertising budget book for special introduction.
8. The part of advertising effect prediction mainly explains the expected goal of implementing advertising activities according to the advertising plan with the approval of advertisers. This goal should correspond to the goals and tasks specified in the preamble.
When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.
Writing an advertising plan generally needs to be concise. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions are, they need facts. It is best to have a brief summary at the beginning of each part of the advertising plan. In each part, the source of the information used should be explained to increase the credibility of the plan. Generally speaking, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix.
In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy. That's another story.
Source: Network (non-original)
For reference only, I hope it will help you.
I saw another good planning case, which is the promotion case of beer. The content is more complete. I will download the website for you. I tried it first, and there is no virus, hehe.
: Deaton. /bbs/dispbbs.asp? BoardID = 6 & ampid= 13820
How long does it take to complete a complete advertising plan? You can't be sure about that. It depends on your planning category. The complexity is different, and the amount of information you need is different, so the time spent in each link is uncertain.
What are the five elements of the natural environment? Geographically, when the whole natural geographical environment is divided, it is usually divided into five natural geographical elements: climate, hydrology, landform, biology and soil.
Urgent for a complete advertising plan of a construction company! You'd better ask the advertising company about these things.
What kind of planning does advertising planning include? Determine the target of advertising planning, determine the audience of advertising planning target, and determine the appeal point of advertising. How to determine or position the specific needs of market research?
After that, it is the planning of specific advertising activities, including the time of activities and the expenses of media (Internet TV, newspapers, etc.). ) and so on. Finally, it is probably the effect evaluation. I can't describe it for the time being.
The first is the analysis part. Including: 1, and the market analysis is PEST. Macro-analysis of politics, economy, society and technology. 2. Competitive analysis is the analysis of competitors' selling points and USP. 3. Consumer analysis refers to consumption habits, motivations, etc.
Followed by the strategy part. Including: 1, planning objectives, that is, tasks to be completed. 2. The selling point of promotion is to find your own USP before packaging information. 3. The publicity strategy is media cooperation and public relations publicity activities. Line up and down.
Final evaluation and budget. This is very important in some cases and plays a role in supplementing and building confidence.
The natural environment includes: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _.
Environmental elements, also known as environmental matrix, are the basic material components that constitute the whole human environment and have different properties and obey the overall evolution law.
It is divided into natural environment elements and artificial environment elements.
Natural environmental elements usually refer to water, atmosphere, biology, sunlight, rocks, soil and so on. Some scholars think that sunlight is not included, so environmental factors are not equal to natural environmental factors.
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