Television advertising planning book

The full work life has passed inadvertently, and we will start a new round of work with new work goals. Let's make a plan for our future work. How to write a planning book? The following is my TV advertising plan book, welcome to read the collection.

TV Advertising Plan 1 I. Preface

As an old professional furniture comprehensive market, Yulong Furniture landed in Kunming 1997. After seven years of market practice, Yulong has accumulated rich experience in furniture market development and sales. However, with the increasingly fierce market competition, it has also brought unfavorable factors to the promotion of Yulong furniture brand, and it was once difficult in the competition. Fortunately, Yulong has realized its own shortcomings, focused on long-term market goals, and is brewing long-term market strategies. In September this year, Yulong Furniture invested more than 50 million yuan to completely rebuild and expand the original furniture mall. Yulong furniture mall, which originally had only two floors, has become a three-storey building with a business area of over 654.38+10,000 square meters, and its business scale has reached a new level.

However, in today's soaring brand value in other furniture markets, it is not easy for Yulong Furniture to catch up! Yulong furniture should learn from the successful experience of other people's brand strategy and reshape the brand image of Yulong. This paper only puts forward a constructive plan for Yulong TV advertising planning and broadcasting strategy, please correct me.

Second, the market analysis

In recent years, the furniture market in Kunming has experienced unprecedented prosperity. A large number of professional furniture markets have landed in Kunming, and various furniture brands have come to Kunming to share a piece of the action.

Geographically, Xiaotianqiao Town has successively established professional furniture malls such as Yulong, Classic, Shengli, Blue Sky and Shengli, occupying half of the furniture market in Kunming. Among them, Desheng Furniture City is the most important. As the main competitor of Yulong, in terms of scale, it wins in Yunnan and even the southwest. Victory can be said to have spent huge capital on brand building. Facing the almost saturated furniture market, we are constantly changing and innovating our business philosophy in development, that is, scale advantage, brand advantage and advertising advantage. Scale effect can reduce the expenditure on labor cost, operating cost and tax cost. Brand and advertising advantages have created a good market situation and a stable customer base. All kinds of advantages have created a very considerable retail sales. In addition, after years of careful management, the brand's popularity and reputation have been established. As far as market share is concerned, whether it is retail or wholesale, victory is always in the foreseeable future. But from the overall situation of the market, the winning marketing network is not indestructible. The huge furniture market still has a lot of market space.

First of all, the business premises of Shengli Furniture are long and messy. Street-style independent shops make Shengli unable to give full play to the advantages of its own professional integration as a whole, and all agents lack the overall management mode, which increases the difficulty of realizing Shengli brand strategy and the unified effect of external publicity. Secondly, judging from its own brand factors, business model and business conditions, the market response of Victory Furniture is not sensitive, and it is difficult for many businesses to coordinate and keep up with the ever-changing market trends. Judging from the previous market experience, Shengli has been ahead of Yunnan furniture market for a long time because of its large scale, various types and strong advertising, thus covering up its own shortcomings. With the growth of economy, the continuous improvement of consumers' taste and the increasing number of competitors, the winning advantage will gradually fade away and its shortcomings will be exposed. Thirdly, although victory has been leading the furniture market in Yunnan, it has not achieved imperial monopoly or partial monopoly, so it is imperative to strengthen the market. Optimistic is that the market strengthening effect is not obvious, and market competition opportunities for other businesses have also emerged.

After expansion, Yulong still bears the burden of poor market response in the past, but its own advantages are slowly emerging. First, the luxurious and transparent storefront can give consumers a sense of style and scale; It reduces the time and pressure to understand the market and makes it easier to shop around. A relaxed shopping environment can naturally be favored by consumers. Second, the three-story store is different. Wholesale, retail, high, medium and low-grade centralized stores can give consumers strong visual and sensory stimulation, and their professional advantages are concentrated. Third, from the short-term strategic goal, Yulong wisely avoids winning furniture with strong retail advantages, and strives to strengthen the wholesale market and stabilize its position in the eyes of consumers. As the general manager of Yulong Song Siming said, price competition is only a short-term means, and the final competition must be decided by scale, strength, talents and services. Taking this as a starting point, I believe Yulong will certainly create a brand-new corporate culture in a short time and occupy a considerable market share.

According to expert analysis, Yunnan furniture market should pay attention to the following points in the future:

2. What consumers consider most about furniture is comfort and convenient handling, and the design of color, price and service life will gradually retreat to the second line.

3. With the increase of functional furniture, consumers have a strong demand for functional and flexible furniture. With the continuous standardization and maturity of the home improvement market, many merchants began to tailor their furniture. Clever combination of furniture and interior decoration.

4. Simple and diversified furniture will be the new direction of future market development. The model is concise and lively, with strong times and good market prospects.

Third, brand positioning.

1, functional orientation: a large one-stop comprehensive furniture mall.

2. Image positioning: a first-class furniture mall in China.

3. Crowd positioning: all kinds of customers with purchasing power in the region.

4.USP (unique sales proposition): transparent comparative shopping and hierarchical shopping.

5. Brand name suggestion: change "Yulong" to "Yulong". With the help of the allusion of "Dayu controlling water" and the huge image of the dragon, the old mark of "Yulong" was changed to create a brand-new atmosphere, which can be described as magnificent and magnificent.

Fourth, product opportunities.

1, large-scale, with 65,438+10,000 square meters of super-large indoor stores.

This shop is luxuriously decorated and magnificent.

3. Stores have a strong sense of hierarchy, and different types of stores are concentrated.

4. The shopping environment is transparent and relaxed, and customers are easy to compare.

5, thoughtful service, moderate price, can tap potential customers.

6, can rely on the original market advantages, foster strengths and avoid weaknesses, reshape and enhance the brand.

7, convenient transportation, highways extending in all directions.

Verb (abbreviation of verb) product problem point

1, the previous brand problems will affect the current market situation, and it is necessary to reshape the brand.

2. Advertising is not in place, and the brand-new Yulong Furniture City is not fully put on the market.

3. Failure to convey a clear corporate culture to consumers.

4. The competitors are very strong (especially Shengli Furniture)

Sixth, advertising strategy.

Hard TV advertisements and advertising topics (second-class TV advertisements) are the main ones, followed by other soft ways such as participating in TV columns and news reports.

The theme of the advertising feature film is to reshape Yulong Furniture City, focusing on the advantages of Yulong Furniture City after its expansion. Take Kunming as the target area and conduct short-term special publicity in prime time. Rational appeal to Yulong's overall reform, brand-new corporate culture and business philosophy.

Television advertising should adopt the way of double appeal. First of all, take Kunming as the target area, supplemented by advertising feature films, and strive to strengthen the new image of Yulong Furniture City in the eyes of Kunming consumers. Secondly, taking the advertising time of ratings of Yunnan TV Station and Kunming TV Station as the carrier, it should be noted that in the content of appeal, Kunming is mainly retail, supplemented by wholesale, and the whole province is mainly wholesale, supplemented by retail. The above two cooperate with each other and complement each other. The estimated time is about half a year.

Seven. Media selection

Selection of media name, media cycle length, frequency and time

Yunnan TV satellite channel (1 set) 15 seconds covers the whole country. With strong ratings and radiation intensity, authority and high credibility, it can complete brand building in a short time.

Yunnan TV Economic Channel (2 sets) inserts 15 seconds in the middle of the column of "city barcode", covering the whole province. This column has jumped to the top of Kunming's ratings. As a rising star of Yunnan TV programs, the soaring ratings ensure the coverage of advertisements.

The news comprehensive channel of Kunming TV Station (1 episode) TV drama breaks 15 seconds. Kunming TV Station 1 set broadcast the first round of excellent TV series, which has always been the time period of Kunming ratings. Can quickly complete brand building and enhance brand awareness.

The 15-second TV professional channel inserted in the TV series of Kunming TV Station has a huge audience, which can quickly spread the information of enterprise demands and improve the brand awareness of enterprises.

Tv advertising planning book 2 planning teacher's homework: planning a program for the school TV station.

Theme: TV program planning

* * * * University TV station

* * * * TV station is aimed at * * students, paying attention to campus life, campus hotspots and college students' living conditions. Therefore, campus TV stations can offer the following main types of TV programs:

1. news information category: news of teachers college, new perspective of university.

Second, the special news category: "great events" and "big people"

Third, entertainment variety: "I skipped class today" and "something happened in the dormitory"

Fourth, life service: "I am a girl" and "Weather forecast"

Verb (abbreviation of verb) comprehensive education category: show time, we love learning, who am I afraid of?

Sixth, the campus sitcom: "Campus Laughter Group"

As a kind of propaganda media, television bears the dual functions of "mouthpiece" of schools and "bridge" between teachers and students. Therefore, news programs and special programs are the basis of establishing a TV station, which is related to the life and death of the TV station and should be paid attention to. Among them, Teachers College News takes the form of news, from school leaders to aunts in the canteen. "New perspective of university" is a comprehensive observation and analysis of the new atmosphere and new ideas of the school. On the other hand, the special news program "Big Events" is more in-depth on the basis of information, and provides in-depth reports on unresolved events on campus; "Big shot" is an exclusive interview with people. The interviewee is the most important person in the school, which can be a talented student, a knowledgeable teacher or even a popular aunt in the canteen.

Since the audience of TV stations is college students, in order to ensure the ratings, our programs should be closer to the lives of college students and arouse their voices. Therefore, variety entertainment programs must ensure quality and quantity. "I skipped class today" and "Something in the Dormitory" are columns specially designed for students' life, which attract audiences with humorous program style and novel and interesting program content and are promoted as signature columns of TV stations. I am a girl, and the weather forecast of life service also takes a more relaxed way. Campus sitcom "Campus Laughter Group" is also a highly entertaining program.

On campus, learning is always the main theme. Therefore, for a school media, educational programs are essential, but we must avoid falling into stereotypes and blindly preaching. Show Time is an English learning program, and the host should be bilingual. "We love learning" is a comprehensive educational project, focusing on the integration of interest and academics.

In addition, according to the actual situation of more women than men in our school and the characteristics of normal colleges, columns such as "I am a girl" and "Who am I afraid of" have been set up. Mainly for the majority of girls and normal students, targeted dissemination of information.

TV Advertising Plan Book 3 Talk Show "The Road to Business"

The first part: the realistic environment

Background analysis: According to background analysis and market survey, this kind of program has a broad audience and market space. Relatively speaking, the number of such programs is small and the competition is small.

Part II: Program Settings

First, the program name "Business Road"

Second, the program category business talk show

Third, the purpose of the plan.

This project is based on business elites and successful entrepreneurs. Tell his personal growth and successful experience through a relaxed conversation. Fully show the living conditions and living environment of this class. Highlight the social responsibility of entrepreneurs.

Social responsibility is everyone's ethical concern and obligation to others in a particular society. Social responsibility refers to a person's responsibility and task to others, nature and society. The sense of social responsibility is a citizen's strong self-awareness and lofty emotion, will and attitude towards this responsibility, as well as his self-awareness of his own social rights and obligations, which is the internal driving force for a person's healthy socialization.

If this society is a machine, each of us is a part of the machine, from the handle to the screw, every part is indispensable. We should think that the work we have done today has enabled our enterprises to survive, enterprises to survive, our social wealth has increased, and our country has survived. In other words, every effort we make is contributing to the development of the country and the progress of society. If you have such a proud sense of social responsibility, everyone will work hard

Specifically, society is not a collection of countless independent individuals, but a complementary and inseparable whole. Although society is inseparable from individuals, purely independent individuals are nonexistent abstractions. Simply put, no one can live alone and have no communication. Therefore, we must have a sense of responsibility to society and others, not just to live for our own desires, so as to make society better.

The sense of social responsibility is reflected in the socialization of individual thinking, that is, expanding the object of thinking from self to society; It is also manifested in the individual's active and comprehensive participation in social life. Citizens in different societies and times have different contents of social responsibility. China citizens' sense of social responsibility in the primary stage of socialism is manifested in their concern and thinking about the future and destiny of the motherland, their understanding and support for reform and opening up, and their concern and participation in political life. A person with a sense of social responsibility should have three main qualities: adhering to the morally correct concept or truth; Adhere to the principle of practicality and justice; Willing to sacrifice for others.

Paying attention to the responsibility of social groups is an inevitable requirement for enterprises to participate in international competition under the background of globalization, and correct corporate values dominate the normative behavior of enterprises. For example, provide products or services that meet the requirements of laws and regulations and customer needs, borrow money from banks in good faith, create a win-win or win-win situation with suppliers, resolutely abandon unscrupulous competition for personal gain, and avoid polluting the environment or harming the interests of other stakeholders. Gain value-added effects such as media propaganda and government relations resource development. The competition between modern economy and society is becoming increasingly fierce. Whoever wins the hearts of the people wins the market, and whoever wins is the winner. In a sense, the public welfare show of enterprises is commendable. It is a win-win behavior for enterprises to expand their influence through public welfare activities, and the characteristics of public welfare, voluntariness and non-government have become the main force of public welfare undertakings. Strengthening cooperation with non-profit organizations, paying attention to social hotspots, designing reasonable projects and formulating good implementation plans can maximize various benefits.

College students are the precious talent resources of the country, the hope of the nation and the future of the motherland. Whether contemporary college students have a strong sense of social responsibility and historical mission will be related to the historical process of the great rejuvenation of the Chinese nation and directly related to their own happy growth. Therefore, we should also pay attention to strengthening college students' sense of social responsibility. To polish the quality of modern talents, we should start with cultivating college students' individual moral quality, organizational structure, organizational culture and social expectations of college students' roles, comprehensively improve and develop them, guide, cultivate and motivate them, make their future interests, needs, motives, values, ideals, beliefs and world outlook meet the needs of society, and urge them to constantly pursue higher spiritual realm and behavior, improve themselves and enhance their lives.

Fourth, the goal of the program: to fully show the living conditions of entrepreneurs. Through their own business experience, guide and inspire more people who are interested in business, especially college graduates. At the same time, it is necessary to show entrepreneurs' sense of social responsibility and try to establish contacts between enterprises and unemployed people to help them solve their work problems.

Verb (abbreviation of verb) planning features:

1. At the end of the program, it is proposed that enterprises auction a meaningful item of their own to the national audience, and the audience can contact the foundation by telephone or online. All the funds raised will be included in the Shangdao Foundation to do public welfare undertakings.

2. Each program invites several unemployed college students who are interested in starting businesses in poor mountainous areas to visit the program site, encourage and support them to start their own businesses, and contact relevant enterprises to create employment opportunities for them. The audience is mainly college students and people interested in business.

3. In each program, a commercial advertisement of about five minutes is specially inserted for the company where the guests are located as a reward for the company and the guests.

4. Break the rigid and incomprehensible limitations of traditional commercial programs, highlight vivid and in-depth features, reflect relaxed atmosphere, and show wisdom and rationality at the same time.

5. Not only tell the personal growth story of business elites, but also show their business philosophy, life perspective and life sentiment. Record the living conditions and commercial value of this special group in this specific period with images.

6. Wide audience. It will not focus on relaxing entertainment like "Lu Yu You Yue", nor will it be as serious and professional as traditional commercial programs, positioning high-end. The characters we show are high-end, but they can give each of us useful enlightenment. Our project is also aimed at enterprise managers, scholars, experts and white-collar workers, providing them with a platform to show their management experience and achievements.

7. Interpret the wealth fashion and unique spiritual pursuit of the elite, and reflect the lifestyle of successful people.

8. Establish a business foundation, cooperate with the program to better publicize the program, do social welfare undertakings and serve the society!

9. In the program, listen to the guest's interpretation of the current social controversial topic.

6. Program length: 60 minutes (including 5 minutes of commercials)

7. Broadcast time: 9: 00 p.m. 15.

Eight. Number of broadcasts: once a week.

Copyright: owned by the TV station.

X. Mode of cooperation: TV stations cooperate with the enterprises that invite guests to produce programs.

The third part: film shooting strategy.

First, the host style positioning:

1 requires a dignified, calm and generous temperament without losing a humorous style.

2. Know the business very well and be good at understanding and summarizing.

3. It can be objectively described and sharp-edged.

4. Strong field control ability.

Second, the advertising slogan: talk about business legends and wealth.

Part IV: The first procedure

First, the program theme:

The Great Achievement of "Silly Child" —— Enlightenment from Ma Yun

Second, invited guests:

Ma Yun: A leader, entrepreneur and speaker in the IT field.

Position: One of the main founders of Alibaba Group, Chairman and CEO of Alibaba Group, Chairman and Non-executive Director of Alibaba Company, Director of Softbank Group, Chairman of Yahoo China Board of Directors, member of Business Advisory Committee (ABAC) of Asia-Pacific Economic Cooperation (APEC), Dean of Alibaba Business School of Hangzhou Normal University, and Director of Huayi Brothers Media Group.

External interview guests: Ma Yun's wife, Vice President of Alibaba, and employees of Yahoo Group.

Three questions:

1. Have you ever felt inferior when you are poor at math? Do you suffer from poor math performance at work?

2. Why did you quit your university and choose the Internet with an uncertain future instead of a stable life?

3. What is the biggest difference between businessmen and entrepreneurs? How do you position yourself?

4. What is the most important thing about starting a business?

5. "Today is cruel, tomorrow will be even more cruel, and the day after tomorrow will be beautiful. Most people will die tomorrow night. " Do you want to tell everyone that you should persevere in doing things? But insist on moderation. How do you think this degree should be grasped?

6. What is the most important thing for you now?

TV Advertising Planning 4 I. Preface

Our company has been actively planning the marketing and advertising strategy of this series of products since serving as Haier flat-panel LCD TV advertising agent.

LCD flat-panel TV has gradually become a hot spot since **6 years, and this kind of products have been rapidly promoted with its amazing development speed and public attention, thus providing a broad competitive market for powerful large-scale electronic products merchants. Haier, as the first brand of China household appliances enterprises, is in a leading position in many fields. However, according to the analysis, although the market of Haier flat-panel LCD TV is very large, the company will try its best to create greater business opportunities for Haier flat-panel LCD TV due to numerous competitive brands and large advertising investment.

Second, advertising goods.

Haier flat panel LCD TV

Third, the purpose of advertising.

1, promote named purchase

2, strengthen the characteristics of goods.

3. The influence of communication: as we all know-understood-persuaded-acted.

Fourth, the market background analysis

(1) Target market: ordinary working families and fashionable young consumers, suitable for all ages, to meet the spiritual needs of urban people and the psychology of pursuing modernization and fashion.

(2) Consumer preference: This product aims at people's love for quality and low price, and attracts people to compete with similar products at home and abroad with high cost performance.

(3) Method of purchase: frequency, price, place and the most desired quality.

Information channel: people mainly get information through TV advertisements, radio advertisements and posters posted in shopping malls. The media that people rely on most should be the first two.

(e) Competition: At present, the most popular brands of this kind of products in the market are mainly well-known brands such as Sony, Samsung and LG abroad, and the domestic brands are mainly established TV brands such as Hisense, Changhong and Amoi Skyworth. Foreign brands mainly take advanced technology as their advantage, but the price is higher, while domestic brands mainly take low price and complete functions as their advantage. The sales situation is that foreign brands have a slight advantage.

(VI) Conclusion: Although it is in a slight situation for the time being, it has broad development prospects and opportunities and challenges coexist. Only by continuous innovation can we be invincible.

Verb (abbreviation for verb) during the advertisement.

July * *-July * *

Sixth, the field of advertising.

Major cities in China

Seven, advertising objectives

Ordinary family

8. Market strategy (explain the market strategy of the product according to the market background analysis)

(a) marketing objectives: according to the results of market background analysis, set the goals to be achieved in the marketing activities of this product. Goals should be specific and measurable. For example, how long will it take for the sales to reach 10000 yuan and the market share to reach%?

(2) product positioning:

(3) product analysis:

(4) Competitors: Who are the competitors? What are the advantages and disadvantages? How about the advertising?

Eight, advertising strategy

For consumers—

1. Use different media to promote Haier flat-panel LCD TV for consumers from all walks of life.

2. In view of the fact that IVTV TV (bus bus online) will be popularized on buses at present, advertisements of Haier flat-panel LCD TV will be inserted in the middle of the program to make up for the shortage of mass media, which has the public welfare function.

In addition to regular large-scale advertisements, it can save money and make up for the lack of frequent large-scale advertisements by publishing small advertisements in newspapers and magazines from time to time. As long as the design is concise and eye-catching, it is still very effective.

Nine, advertising theme performance and media use

(A) the advertising content of billboards

Advertising language: Haier flat panel LCD TV,

Billboard:

(B) TV advertising planning

Broadcast in prime time on TV:

Screen:

(3) Broadcasting form

The content of the broadcast is to introduce Haier flat-panel LCD TV, and ask the manager of Haier Group to do a special interview on Haier flat-panel LCD TV.

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