Shampoo advertising planning essay

table of Contents

I. Introduction

Second, advertising products

Third, the purpose of advertising

Fourth, during the advertising period

Five, advertising area

Six, advertising objects

Seven, planning ideas

Eight, advertising strategy

Nine, advertising theme performance and media use

I. Introduction

The company's advertising advertising for the fluttering shampoo products has been in the past two years. In the past two years, the company has been actively planning for the marketing and advertising strategies of this series of products. In addition to striving for performance in advertising, we will also cooperate with the thriving business and promote product sales.

The company's agent shampoo advertising, the first year of advertising focus on the floating soap, for the expansion of the popularity of the product and the impression of the deepening of the impression can not be underestimated, the advertisement was thus won the advertisement of the Economic Daily Golden Bridge Award [second best in the "Best Creative Award"]. In the second year, in line with your company's management policy, the first half of the year, with the fluttering shampoo as the main product of advertising, emphasize that dandruff can not be ignored, that is, take action, we choose the title is "to deal with dandruff to choose a good wash "Water", educating consumers to choose the shampoo concept and method correctly, also received good results, but also won the best creative "winning prize" for advertising sponsored by Life Daily.

However, according to the analysis, although the market for shampoo is large, it is not easy to compete for a high market share due to the large number of competitive brands and large advertising investment. The company's recommendations for the sales and advertising needs of the next year should be placed on the designated purchase and convergence of advertising investment in 1999 and XX, and the main focus is on fluttering shampoo. The following are the factors of the company and the consumer psychology. The research plan for the XX year of fluttering shampoo was still not awkward.

Second, advertising products

Guangdong Fluttering Shampoo Company - Fluttering Shampoo

Third, the purpose of advertising

1, promote the name purchase

2, strengthen product characteristics

3, connecting 99, XX years of advertising

4, the degree of influence of communication: unknown - well-known - understanding - convincing - action

Fourth, during the advertising period

June XX - June XX

Five, advertising area

All regions of the country

Six, advertising objects

All resident users

Seven, planning ideas

Two types of market size changes:

a, the change in quantity - changes with the natural increase and decrease of the population.

b, qualitative changes - changes with social forms, values, cultural standards, etc.

In these two kinds of changes, the same type of goods will suffer the same influence, that is, they are all powerful, and the changes are mostly gradual, and they are not related to the power of a single brand.

Increase in old market share

Increase in usage and purchase frequency

As far as the floating shampoo is concerned, it is a product of individuality, which is a product of individuality, and it is different from some products that cause impulse purchase. Therefore, “development of new markets” is very difficult, and it is only necessary to use the old market to each other. Informed to increase the new market, and the market amplified by the changes in the quality and quantity of the market itself is not likely to monopolize.

In the "increased frequency of use and purchase", the purchasing rate of shampoo daily necessities is high, but there are too many brands, and it is not beneficial to the overall performance, so we can really make efforts to make efforts. Only the “advancement of the old market share” and how to capture the market of other brands, let consumers convert the brand, and name the purchase of my brand, this is our goal in advertising promotion in the future. This goal can be further divided into:

1, prompting consumers to name the purchase to flutter

2, prompting the shampoo shop owner to actively recommend fluttering

Eight, advertising strategy

For the consumer side -

1. For all levels of consumers, use different media to make effective demand.

2, the maker posted on the taxi, on the public chair back and on the telephone line of the public telephone or company line, to remind consumers to pay attention to anytime, anywhere, to make up for the shortcomings of the mass media, and to have public welfare and pr role.

3, the production of small calendar cards, distributed before the New Year's Day to the public to use, such as in the shampoo shop, commercial area for free to request, can also be clipped in the magazine page, to give readers.

4. In addition to official large-format advertisements, guerrilla-style strategies can be used in newspapers and magazines, using economic daily newspapers and joint and medium-time classified advertisements, occasionally placing small advertisements, one saving money, and two Can make up for the lack of frequent appearance of large ads. As long as the design is concise and eye-catching, it still has a great effect. The US-based company will use this strategy.

Nine, advertising theme performance and media use

Card and billboard advertising content

Good hair, choose to flutter.

Draw a beauty on the billboard, focusing on his hair, as well as the fluttering brand. The same is true on the card, but samples can be attached. Let users feel the following effects, so that they can buy more assured.

TV advertising planning

Broadcast during the prime time of the TV station:

Picture: A beautiful girl, a long flowing hair, shaking hands while walking, people on the street look back at her, then he said, want good hair? Learn me! Love life, love fluttering.

Broadcasting station

The content of the broadcast is to introduce the fluttering, for example, please guests, to make a fluttering interview.