Writing of advertising plan

First, the content of advertising planning

Advertising planning is a comprehensive planning of the entire advertising campaign, so it includes a wide range of content. The main content of advertising planning is to analyze the advertising environment and plan the advertising objectives, advertising objects, advertising media, advertising time, advertising space, advertising creativity, advertising strategies, and so on.

Second, the representative of foreign countries

The famous American advertising master Lester Delano believes that the ideal advertising plan should write the following:

Commodity character

Each item has its own character. Is it a male commodity, a female commodity, or a gender? Is it a low-priced product or a high-priced commodity in a limited market?

history

That is, the history of the commodity, including the original material of the commodity development, the price history of the commodity, the packaging record, the general record of the consumer attitude, the record of the regional sales, the record of the advertising fee, the experience of advertising in the media, and the like.

Puzzles and opportunities

That is, what problems will the goods encounter in the sales process, how to overcome these problems, and what are the opportunities for returning to life?

Copy policy

That is to say what kind of advertising copy to choose, determine what kind of advertising theme and reason.

media

That is, what kind of advertising media price is selected and the reason for the selection.

Promotion

That is how to implement an advertising plan and how to deal with certain unexpected situations.

Change product

If there are defects in the performance and appearance of the product, suggestions for improvement can be made in the plan. Change packaging

That is, suggestive comments on the packaging of the goods and the packaging of the advertisements.

Set price

That is, to give an opinion on the price of the commodity.

budget

That is, the cost plan for the company to invest in advertising activities, including plans for advertising production fees, plans for advertising planning activities, plans for media usage fees, and plans for coping with various expenses that may occur, and the like. Purpose and determination

That is, the evaluation and determination of the purpose of the advertisement and the effect of the advertisement should be written.

Third, the domestic representative

Mr. Chen Pei-ai, a domestic advertising guru, believes that the complete "Advertising Plan " generally includes the following contents: Preface; Market Analysis; Product Analysis; Sales Analysis; Corporate Goals; Enterprise Market Strategy; Obstruction Analysis; Public Relations Strategy; Advertising Strategy; Strategy; advertising budget and distribution; unified design of advertising; prediction of advertising effectiveness.

First, Fuda color film advertising planning book overview

Xiamen Photographic Materials Co., Ltd. is a large-scale photosensitive material industrial enterprise jointly invested by Xiamen Economic Zone United Development Co., Ltd., Fujian Investment Enterprise Company, China International Trust and Investment Corporation and Bank of China Trust Consulting Company. The company introduced the advanced level of equipment and handicrafts from the color photosensitive material production line from Eastman Kodak Company of the United States. The company is committed to reform, with "quality, management, efficiency, service" as its purpose.

The company's famous domestic high-grade color film "Fuda brand", the quality reached the advanced level of the international similar products in the 1980s. This product has good color balance, saturated color, fine particles, clear image, large exposure tolerance, good physical and mechanical properties, and excellent printing and amplification performance. Fuda color film is indeed a domestically produced similar product.

With the further deepening of reform and opening up and the growth of the national economy, by 1987, the social ownership of cameras in China had reached 15.72 million, and the color ratio of photography has also increased. At present, the average annual consumption of color reel in China is 0.1 volume, but at the same time, the current status of “foreign film” in the domestic market has caused serious impact and threat to the production and sales of domestically produced similar products. My advertising company was commissioned by Xiamen Photographic Materials Co., Ltd. to represent the company's Fuda color film advertising. Based on the excellent quality of “Fuda” brand color film, this advertising company has established a one-year market strategy for “Fuda” color film through scientific and accurate investigation, analysis and research on the current color film market, products and sales. , public relations strategy and advertising, media strategy, I would like to help Fuda company to open up the market, open domestic and international sales, to achieve the company's short-term, long-term goals, and with the "foreign film" to compete in Kyushu.

The flow chart of Fuda Color Film Advertising Plan is as follows:

Second, market analysis

Analysis of current similar products:

Throughout the domestic color film market, the whole can be divided into two major parts: domestic and imported. Although China's color photographic materials industry started late, with the introduction of foreign advanced technology, equipment and management methods, the localization industry of color film is in the ascendant and has made great progress. The main products that are put into the market are Fuda, AD, Shenguang, Lekai and other brands. The color films of these brands are listed in the following table in terms of their origin, popularity and reputation:

Table I:

Brand origin Fuda AD Shenguang Lekai project Xiamen Shantou Shanghai Baoding popularity 60pPP% reputation 50`@E%

1. Fuda Color Film Co., Ltd. is the “Koda I” patented technology introduced by Xiamen Photographic Materials Co., Ltd. from Eastman Kodak Company of the United States, and adopts the excellent varieties produced by Kodak vr part process technology. The product quality has reached the advanced level of the international similar products in the 1980s. In 1989, it won the “Credit Award” for domestic products in Shanghai, and won the “Golden Horse” award in 1990, which is a high-end product of domestic similar products.

2. AD color film is produced by Guangdong Shantou AD Photosensitive Materials Industry Corporation and introduced a full set of color photosensitive material production lines from Japan Fuji. The AD hr color negative film is a domestically produced high-end color roll with international level. The color of the product is restored to true, and the image is bright and pleasing. The AD company has always attached great importance to advertising and commissioned the Guangdong advertising company to conduct comprehensive advertising planning and agency. In the first stage, the notification stage, the information about the creation of the new era of color AD was told to consumers through media such as text pictures and screens. In the second stage, the promotion stage, the advertising theme of “Time Memory, AD Charm” was established and spread through different media combinations.

3. Shenguang and Lekai color film are domestic high-quality color film produced by Shanghai and Baoding respectively. They started late and the quality still needs to be improved. However, due to the improvement of the level of localization and the advancement of scientific research, they are becoming more reasonable and reasonable in terms of price and quality, so their competitiveness cannot be ignored.

From the brief analysis of the four famous brand products of domestic color film, we can know that the popularity of these four famous brands has certain influence in the domestic market, but the reputation is not high. There are quality problems, social factors and other reasons, but mainly due to the strong impact of the "foreign film" on the domestic market. In addition, through the analysis and comparison of similar products in China, we found that as the domestic similar products, the main competitor of Fuda color film is the AD color roll, but the competitiveness of Shenguang and Lekai color roll is also increasing year by year.