Writing standard for advertising plan

Advertising planning, also known as advertising planning, is based on market research and research, and pre-conceives and plans the overall activities of the advertising or one aspect of the activities. The advertising plan lists all the arrangements to be taken in the advertising campaign, instructing the relevant personnel to perform at a specific time, and it is the official action file of the advertising campaign.

There are two forms of advertising plan , one is tabular. This form

The advertisement planning book lists the current sales volume or sales amount of the advertiser, the advertising target, the advertising demand focus, the advertising time limit, the advertising demand object, the advertising area, the advertising content, the advertising performance strategy, the advertising media strategy, and other promotion strategies. The advertising target column is divided into small columns such as popularity, comprehension, affection, and purchase willingness. Generally, specific sales or sales are not targeted. Because sales or sales are only a reference for the determination of advertising results, they are also affected by factors such as packaging, price, quality, and service. This kind of advertising plan is relatively simple and is not very widely used.

The other is an advertising plan written in written language, which is widely used. This kind of advertising plan, which is written in the form of a book, is also called an advertising plan . What people usually call advertising planning and advertising planning is actually the same thing, there is no big difference.

A complete advertising plan should include at least the following:

1 Introduction;

2. Market analysis;

3. Advertising strategy or advertising focus;

4. Advertising objects or advertising needs;

5. Advertising area or demand area;

6. Advertising strategy;

7. Advertising budget and distribution;

8, advertising performance prediction.

Of course, the advertising plan may vary depending on the personality or case of the author, but the content is generally the same. The following is a brief description of the idea of ​​the idea at the time of writing.

1. The preface should briefly and succinctly describe the time limit, tasks and objectives of the advertising campaign, and, if necessary, the marketing strategy of the advertiser. This is the whole project, its purpose is to put forward the main points of the advertising plan, let the highest level of decision makers or executives quickly read and understand, so that the highest level of decision makers or executives When you have some questions, you can quickly read the details by flipping through the section. This part of the content should not be too long. It is better to use hundreds of words, so some advertisement planning books refer to this part as an executive summary.

2, the market analysis part, generally includes four aspects: business operation analysis; product analysis; market analysis; consumer research; writing should be based on the results of product analysis, to illustrate the characteristics and advantages of the advertising products. According to the market analysis, the advertising products are compared with various similar products in the market, and the hobbies and preferences of consumers are pointed out. If possible, suggestions for improvements or developments in advertising products can also be made. Some advertising plan books call this part of the situation analysis, a brief description of the history of advertisers and advertising products, and evaluation of products, consumers and competitors.

3. Advertising strategy or advertising focus should generally clarify the focus of the advertising strategy based on product positioning and market research results, and explain the methods used to make the advertising products create a deep impression in the minds of consumers. What methods are used to stimulate consumers to generate buying interest, and what methods are used to change consumer habits so that consumers can purchase and use advertising products. What method is used to expand the scope of sales of advertising products? What methods are used to create new buying habits for consumers. Some advertising plan books add a promotion plan to this part of the content, indicating the purpose, strategy and concept of the promotion. There are also separate promotion plans as separate files.

4, the advertising object or advertising demand part, mainly based on product positioning and market research to determine how many people, how many households. Based on the results of the population study, an analysis of the population's analysis is provided, outlining the characteristics and psychological characteristics of potential consumers, lifestyles and consumption patterns.

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