Product promotion plan

Advertising media is a material technical means of conducting advertising activities. Advertising media planning is the right choice for advertising media. There are many types of advertising media, including newspapers, magazines, television, radio, video, video, and internet. Different advertising media, their advertising effects are also different, in the development of advertising media, we must pay attention to the following issues: 1. Advertising media fees are high and low; 2. Advertising media influence and influence; 3. Advertising media release Timing and efficiency; 4. Coordination of various media; 5. Speciality and sales scope of goods; 6. Propaganda objects.

Taiwan's "Coca-Cola" advertising plan has carried out a detailed analysis of the advertising media, and has made a detailed statement on the "reasons" of the selected media. It is now transcribed as follows, and can be used as an important reference when planning media.

Choice of advertising types

In terms of the region, according to the opinions of customers, it is mainly in northern Taiwan, and the central and southern regions are secondary.

In terms of categories, we use two principles as a criterion for trade-offs.

First, we must be able to find the target of sales for "Coca-Cola."

Second, the most effective expression of the "Coca-Cola" advertising features and themes.

Based on the above two principles, we recommend that the “Coca-Cola” marketing advertisements should use the following four types of methods:

Movie: Taipei's first round of Western or Mandarin film theaters.

TV: Taiwan TV Company.

Radio: Select "Taipei Radio Station" and "Zhengsheng" two radio stations.

Newspapers and magazines: Choose three Chinese newspapers, two English newspapers and two best-selling magazines.

First class movie advertisement

Take the first round of cinemas in Taipei as the mainstay of “Coca-Cola” advertising. The reason is:

· The first round of cinemas can absorb the objects we need.

· The first round of cinemas can fully express the beautiful colors, lively images, pleasant music, and advertising themes in the Coca-Cola commercials with complete "sound" and "light".

Therefore, such advertisements can not only find the family members of the above-mentioned or middle-income families for Coca-Cola, but also comprehensively exert the beauty of “visual and auditory” to directly and effectively convey the purpose of our advertising to the audience. Impressed.

Second category of TV commercials

TV and film are of the same nature, and the family with TV must belong to the upper class, which is the object of my propaganda.

However, there is only one commercial TV company in Taiwan. It can neither hold special programs, and its advertising time is already full. We can use only a small number of people, so TV can only be used as an auxiliary for movies.

Third type of radio advertisement

The advantage of this kind of advertising is that it can use the sound to enhance the audience's impression of the "Coca-Cola" advertising theme in the form of music, and make it easy to remember.

We chose "Taipei Zhongguang" and "Zhengsheng" two radio stations because of their large audience.

The fourth type of newspaper advertisement

The above movies, TV, and radio are the main ways of advertising for Coca-Cola. In addition, during the listing period, newspapers and magazines were used as auxiliary propaganda, and “Coca-Cola” was listed in Taiwan, which is also valuable news.

In order to let foreign nationals and English-speaking Chinese people know that Coca-Cola has been listed, we have selected two copies in English: one is China Post, and the daily issuance amount is 3,000. The second is China Daily, with a daily circulation of 8,000 copies.

In the Chinese newspaper, a total of three were selected: one for the Central Daily News, two for the United Daily News, and three for the Xinxin News. All three daily newspapers were issued in the province, so readers in central and southern Taiwan can also see our advertisements. And the readers they own are mostly the upper or middle income class. .

In addition, we must also take advantage of the advantages of color printing to enhance the effectiveness of newspaper advertisements.

Therefore, we use the best-selling magazines, namely the Chinese version of Reader's Digest and the Taiwan TV Weekly, so that the advertisement of “Coca-Cola” can enter the family of the top income.

At the same time, the reading time of magazines is longer than that of newspapers, and the number of people who read and read is also more.

Various types of advertising distribution

In terms of movies, from the beginning of May to September, all 12 Taipei first-round cinemas were shown a one-minute commercial.

On the radio side, we recommend that on the righteous radio station, from May to September, a daily pop song special program for young people will be held for one hour. This special program can get four minutes of advertising time. If it is good for use, it can broadcast twenty-five seconds of advertising eight times. This volume of advertising is very impressive and the pricing is reasonable.

As for the Taipei Zhongguang Company, its charges are more expensive than the "Zhengsheng" radio station. Therefore, in Zhongguang, only inserts are used. From May to September, 30 seconds of advertisements are inserted every day for ten times.

On the TV side, because the advertisements are too crowded, only in the beginning of May, and in the 788 days of the month, every Wednesday and three days, the daily "interpolation" of the B-level time 30 seconds advertising, three times.

In terms of newspapers and periodicals, we selected five Chinese-English newspapers, each with half-page advertisements and one-quarter advertisements five times. It is allocated as follows: half-page advertisements are published once in this week, and for the next three weeks, one quarter of the advertisements are published once a week, and suspended in June. In the first two weeks of July, the quarter-page advertisement will be resumed once a week.

As for magazines, we recommend that Reader's Digest publish four-color full-page ads in 7.8 months.

Taiwan TV Weekly publishes two-color full-page advertisements every two weeks from May to September.

All in all, our advertising volume is extremely sufficient. In the beginning of May and July 8th, the amount of advertising was particularly concentrated.

Number of various types of advertising audience

We estimate that there are about 640,000 moviegoers.

There are about 575,000 TV viewers.

The radio audience has about 53XX people.

The number of newspaper readers is about 577 million.

The method of calculation is as follows:

Number of cinema audiences

Regional cinema name seat times number of times of full attendance%% of daily visitors Taipei Guobin 1,6734855, 688 new 1,500,485,5,100 Taipei 1,8694855,952 first theater 1,6364855,235 world 1,5074855,12.4 million country 1 , 5064855, 120 Far East 1,6524855, 617 Deluxe 1,5244855, 182 Music 1,6884855, 739 National Sound 1,6504855, 610 New World 1,6504855, 610 International 1,3004804, 160 Daily total 64,137 viewers Total 641,370

Our calculations are based on the fact that each cinema is changed every ten days.

In this ten-day audience, there are very few reviewers, so the audience in the ten-day period is the total number of movie viewers.

Number of TV viewers

Taiwan TV is estimated to total 111,000

Northern Taiwan

There are about 82,276 TV sets

Every TV set

The average audience is 7

Therefore, the TV viewers in northern Taiwan are: 575,932

Number of radio listeners

Regional radio racks in northern Taiwan

Taipei City 392,573

Taipei County, 19,045

Yangmingshan Administration 9,005

Taoyuan County 65,000

Keelung County 47,225

Total 532,856

Due to the lack of information on the number of listeners per radio, we assume at least one person. Within five months of the "Coca Cola" interstitial. All listeners who listen to the radio will listen to “Zhongguang” and “Zhengsheng”. Whether listening to or listening at the same time, the minimum number of listeners should be the same as the number of radios owned in northern Taiwan, namely 532,865. people.

Number of newspaper readers.

Name Issued × × Newspaper 200,000 × × Newsletter 130,000 × × Daily Newspaper 115,000 × × Post 13,000 × × Daily 8,000 × × Weekly 20,000 Reader's Digest 71,000 Total 557,000

Although we lack the total number of newspaper readers, the most conservative estimate is that for each reader, the total number of readers should be 557,000.