General pattern of advertising plan

According to the content of the advertising plan , referring to the general pattern of the marketing plan book and the format of the advertising plan book summarized by many advertising planners in practice, we provide the reader with the following general pattern of the content and structure of the advertising plan book :

Cover:

A complete text of the advertising plan should include a beautifully formatted, well-formed cover to give journalists a good first impression.

List of advertising planning teams:

Provide a list of advertising planning groups in the planning text, which can show the advertiser the degree of regularization of the advertising planning operation, or

A attitude that is responsible for the outcome of the plan.

table of Contents:

In the list of advertisement planning books , the titles of the various parts of the advertising plan should be listed. If necessary, the links of the various parts should be reflected in a concise chart. On the one hand, the planning text can be formalized and standardized, on the other hand, Readers can easily find what they want to read based on the catalog.

Foreword:

In the foreword, the purpose of the advertising plan, the process, the main method of use, and the main content of the plan book should be outlined so that the advertiser can have a general understanding of the plan .

text:

Part 1: Market Analysis

This section should include the full results of the market analysis conducted during the advertising process, in order to provide a persuasive basis for the subsequent advertising strategy.

First, marketing environment analysis

1. Constraints of giants in the marketing environment of enterprises.

The huge economic situation in the region where the target market is located;

• Overall economic situation

• Overall consumption situation

• Industry development policy

The political and legal background of the market:

• Are there favorable or unfavorable political factors that may affect the market for the product?

• Are there favorable or unfavorable legal factors that may affect product sales and advertising?

Cultural background of the market

• Is there a conflict between the company's products and the cultural background of the target market?

• Will consumers in this market reject products because they do not conform to their culture?

2. Microscopic constraints in the marketing environment.

• The relationship between the supplier and the company

• Relationship between marketing middlemen and companies

3. Market overview.

The size of the market:

• Sales across the market

• The largest sales that the market may hold

• Total consumer

• Total consumer purchases

• Changes in the above elements over the past period

• Trends in future market size

The composition of the market:

• The brands that make up the main products in this market

• Market share occupied by each brand

• The dominant brand in the market

• What is the brand that competes with the brand?

• What is the changing trend of future market composition?

Characteristics of the market composition:

• Is the market seasonal?

• Is there a temporaryity?

• Are there any other outstanding features?

4. Summary of marketing environment analysis.

Opportunities and threats

Advantages and disadvantages

Key issue

Second, consumer analysis

1. The overall consumption situation of consumers.

• Existing consumer fashion

• Characteristics of various consumer consumption products

2. Existing consumer analysis.

The composition of existing consumer groups:

• Total number of existing consumers

• Age of existing consumers

• Existing consumer careers

• Existing consumer income

• Education level of existing consumers

• Distribution of existing consumers

Consumer behavior of existing consumers:

• Motivation for purchase

• Time of purchase

• Frequency of purchases

• Quantity purchased

• Place of purchase

Existing consumer attitudes:

• Degree of love for the product

• Degree of preference for the brand

• Awareness of the brand

• The degree of purchase of the brand

• Degree of satisfaction after use

• Unmet needs

3. Potential consumers.

Characteristics of potential consumers:

• Total

• Age

• Career

• Income

• education level

Potential consumer purchase behavior now:

• Which brands of products are you buying now?

• What is the attitude towards these products?

• Is there a new purchase plan?

• Is it possible to change the brand purchased by the project?

The potential consumer is attracted by the brand:

• What is the attitude of potential consumers to the brand?

• What is the level of satisfaction with potential consumer needs?

4. Summary of consumer analysis.

• Opportunities and threats

• Strengths and weaknesses

• important question

Potential consumers:

• Opportunities and threats

• Strengths and weaknesses

• Main problem points

Target consumers:

• Characteristics of target consumer groups

• Common needs of target consumer groups

• How to meet their needs?

Third, product analysis

1. Product characteristics analysis.

Product performance:

• What are the performance of the product?

• What is the most outstanding performance of the product?

• What is the performance of the product that best suits the consumer's needs?

• What properties of the product do not meet the needs of consumers?

Quality of products:

• Is the product a high quality product?

• How satisfied are consumers with product quality?

• Can the quality of the product continue to be maintained?

• Is there any possibility that the quality of the product will continue to improve?

Product price:

• What is the price of the product in its class?

• How well does the price of the product match the quality of the product?

• How do consumers know about product prices?

Material of the product:

• What are the main ingredients of the product?

• Is there anything special in the material?

5) Production process:

• What kind of process does the product produce?

• Is there anything special in the production process?

• Do consumers like products produced through this process?

Panel and packaging of the product:

• Is the panel and packaging of the product commensurate with the quality, price and image of the product?

• Is there a defect in the panel and packaging?

• Are panels and packaging similar in their class on the shelf?

• Are panels and packaging attractive to consumers?

• What is the consumer's evaluation of the product panel and packaging?

Comparison with similar products:

• What are the advantages in performance? What are the disadvantages?

• What are the advantages in price? What are the shortcomings?

• What are the advantages in materials? What are the disadvantages?

• What are the advantages of the process? What are the disadvantages?

• What are the advantages of consumer perception and purchase? What are the deficiencies?

2. Product life cycle analysis.

The main symbol of the product life cycle

What kind of life cycle is the product in?

Enterprise awareness of product life cycle

3. Analysis of brand image of products

The image of the company

• Does the company consider the product image?

• What is the image of the company designing for the product?