Advertising plan mode

According to the content of the advertising plan , with reference 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 printed, well-formed cover to give readers

A good first impression.

List of advertising planning groups: Provide a list of advertising planning groups in the planning text, which can show the advertisers the degree of formalization of the advertising planning operation, and can also indicate a responsible attitude towards the planning results.

Contents: In the catalogue of advertising plan books , the titles of the various parts of the advertisement plan book should be listed. If necessary, the links of the various parts should be reflected in a concise chart. On the one hand, the plan texts can be formalized and standardized, on the other hand. It allows readers to easily find what they want to read based on the catalog.

Foreword: In the preface, the purpose of advertising planning, the process, the main methods used, and the main contents of the planning book should be outlined so that advertisers can have a general understanding of the advertising plan .

Text: Part 1: Market Analysis: This section should include all the results of the market analysis conducted during the advertising planning 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: • The overall economic situation • The overall consumption situation • The development policy of the industry

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?

The cultural background of the market, • Does the product of the company conflict with the cultural background of the target market? • Will consumers in this market reject the product because the product does not conform to its culture?

2. Micro-constraints in the marketing environment: • The relationship between the supplier and the company • The relationship between the product's marketing broker and the company

3. Market overview.

The size of the market: • Sales in the entire market • Maximum sales that the market can accommodate • Total consumers • Total purchases by consumers • Changes in the past few factors 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 • The market share of each brand • The brand that is dominant in the market • What is the brand that competes with the brand? • What is the changing trend of the future market composition?

Characteristics of the market composition: • Is the market seasonal? • Is there a temporary? • Are there any other outstanding features?

4. Marketing Environment Analysis Summary: Opportunities and Threat Advantages and Disadvantages

Second, consumer analysis

1. Consumer's overall consumption situation: • Existing consumer fashion • Characteristics of various consumer consumption products

2. Existing consumer analysis.

The composition of the existing consumer groups, • the total number of existing consumers • the age of existing consumers • the occupation of existing consumers • the income of existing consumers • the educational level of existing consumers • the distribution of existing consumers

Consumer behavior of existing consumers, • Motivation to buy • Time of purchase • Frequency of purchases • Number of purchases • Place of purchase

Attitudes of existing consumers, • Degree of preference for products • Degree of preference for the brand • Awareness of the brand • Degree of purchase of the brand • Degree of satisfaction after use • Unmet need

3. Potential consumers.

Characteristics of potential consumers, • Total • Age • Occupation • Income • Education

Current consumer buying behavior, • Which brand of products are you buying now? • What is your attitude towards these products? • Are there new purchase plans? • Is it possible to change the brand that the plan buys?

The potential consumer is attracted to the brand, • What is the attitude of potential consumers to the brand? • How satisfied is the demand of potential consumers?

4. Summary of consumer analysis.

Existing consumers, • Opportunities and threats • Strengths and weaknesses • Important issues

Potential consumers, • Opportunities and threats, • Strengths and weaknesses • Major issues,

Target consumers, • Characteristics of target consumer groups • Common needs of target consumer groups • How to meet their needs?

Third, product analysis

1. Product feature 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 the consumer;

The quality of the product, • Is the product a high quality product? • How satisfied is the consumer with the quality of the product? • Can the quality of the product continue? • Is the quality of the product continuing to improve?

The price of the product, • What is the price of the product in the same category? • How well does the price of the product match the quality of the product? • What do consumers know about the price of the product?

The material of the product, • What are the main raw materials of the product? • Is there anything special in the material? • What do consumers know about the material of the product?

Production process, • What kind of process does the product produce? • Is there anything special in the production process? • Do consumers like the products produced through this process?

Panels 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? • Is the panel and packaging similar in the class on the shelf?” • Are panels and packaging attractive to consumers? • How do consumers rate product panels and packaging?

Compared with similar products, • What are the advantages in performance? What are the shortcomings? • What are the advantages in quality? What are the shortcomings? • What are the advantages in price? What are the disadvantages? • What are the advantages in materials? What are the shortcomings? • What are the advantages of the process? What are the shortcomings? • What are the advantages of consumer perception and purchase? What are the shortcomings?

2. Product life cycle analysis. The main indicator of the product life cycle is what kind of life cycle the enterprise is aware of the product life cycle

3. Product brand image analysis.

The image that the company gives to the product, • Does the company have any consideration for the product image? • What is the image of the company designing for the product? • Is there any unreasonable image of the product designed for the product?

• Does the company communicate its product image to consumers?

Consumer perception of product image, • What do consumers think of product image? • Does the image of consumer perception match the image set by the company? • What is the consumer's expectation of the product image? • The product image has a consumer perception question?

4. Product positioning analysis.

Expected positioning of the product, • Does the company have a vision for product positioning? • What is the concept of the company's product positioning? • Is there any unreasonableness in the positioning of the product? • Does the company position the product to the consumer?

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