Competent staff advertising program and content planning book

I am in the real estate industry. Due to the global financial crisis, the real estate industry is now facing unprecedented challenges. A little careless, a real estate company will close down, leading to a series of chain reactions. So when I was working, I was more careful and responsible than before. If the company went bankrupt, I would lose my job. "The fire in the city gate, the fish in the pool," I don't want this to happen to me.

After working for so many years, I also worked out the experience, knowing where to give up and where to keep. Recently, the boss asked me to write a real estate advertising plan to write the program and content. After considering it for several days, I finally finished the work. Of course I am happy.

Here is the program and content of the real estate advertising plan I wrote:

Real estate advertising plan book writing program and content

The first section of the advertising planning process

The so-called advertising planning operation process is to make the advertising target, advertising strategy, advertising budget, and advertising implementation plan objectively and systematically in the specific operation of the advertising planning through the operation, high efficiency, and professional method steps. The process of painting and advertising effect monitoring is gradually clarified and perfected, and finally the process of planning for operation can be formed. According to the order of project promotion, the process of advertising planning can be roughly divided into five steps: customer information stage, job preparation stage, planning operation stage, advertising performance operation stage and execution operation stage.
1. The household information phase is in contact with the customer, fully communicate with the customer, and thoroughly understand and research the customer information, which is the main task of this stage:
2. Operation preparation stage At this stage, the project leader begins to exercise the duties of the promotion project, and according to the principle of the memorandum of the briefing session, formulate the feasibility project to promote the planning and planning work preparation:
Third, the planning operation phase At this stage, the project ae fills in the planning production list, and the customer director and creative director jointly convene the project team members.
The planning specialists hold a planning strategy meeting to conduct strategic research on the ad promotion of the project based on the information received from customer communication and market research.
IV. Advertising performance The advertising performance phase is one of the core stages of the advertising process and the core value creation process of advertising professionals. In this stage, through the brainstorming session, creative performance work, creative briefing, customer creative proposal, creative correction and design completion, the completion of a series of advertising products including cf scripts, newspapers, posters, pops, promotional items.
V. Execution of the operation phase The execution of the advertisement refers to the process of making and publishing the advertising company according to the creative performance after completing the creative performance of the advertisement.

The main content of the second section of the advertising plan

Advertising planning is based on the general procedures and steps, and the content of the advertising campaign should be fully planned. It includes advertising objectives, advertising objects, advertising themes, advertising ideas, advertising performance strategies, advertising budgets, advertising media applications, advertising implementation strategies and performance checks, etc. Only by carefully planning these issues in advance, can we ensure that advertising activities are in orderly The land was successfully implemented.
First, the advertising environment analysis Second, the advertising target is determined three, the advertising target is determined four, the advertising communication area is determined five, determine the advertising theme six, determine the advertising creative seven, the advertising media selection eight, the advertising fee budget nine, determine the advertising implementation strategy ten, advertising effect evaluation

The third section of the advertising plan writing skills

The idea of ​​the advertising planner's advertising content is from the initial concept to the gradual improvement, from the conceptual idea to the planning text, and the formation of the advertising plan . The advertising plan is like the architect's architectural design. It is not only the architect's vision of the future building, but also the blueprint for the construction staff to implement. Planning work is a complex system engineering. The planning book is the material carrier of the planning plan. It must pay attention to its rationality and skill in the process of preparation.
First, the type of advertising plan book according to the content of advertising planning, such advertising planning, advertising research planning, advertising target planning, advertising strategy planning, advertising creative performance planning, advertising media planning, advertising budget planning, advertising implementation strategy planning, advertising effects Feedback planning, etc.
There are many varieties of products by commodity category, and the specifications are complicated, but generally, the goods can be divided into two categories: industrial products and consumer goods. Take consumer goods as an example, which can include food advertising planning, beverage advertising planning, cosmetics advertising planning, and drug advertising planning. Due to the different nature and positioning of various commodities, the creative performance and strategy in advertising planning are also different.
According to the field of advertising campaigns, advertising planning can be applied in a wide range of ways, and it can penetrate into all areas related to advertising activities, and cooperate with the overall marketing activities of the enterprise. In this regard: product planning, competition planning, promotion planning, direct marketing planning, public relations planning, celebration event planning, news communication planning, company creation planning, chain store planning, recruitment event planning, amusement park planning, cultural performance planning, sports events Planning and so on.
According to the length of time, such advertising planning can be divided into short-term advertising planning and long-term advertising planning. Short-term advertising planning can be a single activity, or a stage of advertising within a year. Long-term advertising planning is also called advertising strategy planning, generally more than one year.
According to the regional scope, such advertising planning can be divided into regional advertising planning, national advertising planning and international advertising planning. Because of the different geographical areas, it also brings people's customs, values, income levels and other complex factors, so the strategy of such advertising planning must be different.
Second, the principle of the preparation of advertising planning book Logical thinking principle The purpose of advertising planning is to solve the problems in corporate marketing, it must prepare the planning book according to the order of logical thinking, that is, asking questions - analyzing problems - solving problems. Give people a sense of gradual, eyebrows.
The first is to set the situation and ask questions. According to the general law of thinking, it is the first to explain the background of planning, and then from the big to the small, from the giant to the micro, advance at different levels, and then put the planning book center and disk out.
Secondly, in the case of highlighting the center trunk, the subtle branches should also be given full attention. The main part is the big idea and main event of advertisement, which should be given focus; while the branch part is a supporting role, but it is an important basis and means in the specific implementation. Without this part of the branches, the flesh and blood of advertising planning is not full.
The third is to clearly propose countermeasures to solve the problem, that is, to help the company to come up with ideas and ideas. These countermeasures must be based on facts and make the whole planning plan convincing.
Visualization principle
The textual expression of the planning book can only give people a rational understanding of the concept. If it can be properly coordinated by visual means, it will be clear at a glance and deepen the understanding and memory of the planning book . There are two kinds of visualization methods commonly used in planning books : First, some of the contents of the planning book can be used as flowcharts, such as media communication plans, advertising budgets, etc. Second, creative design parts, such as newspaper advertisements and TV advertisements. It can be accompanied by a pattern, which actually visualizes the idea and makes it easy to understand.
The simple and simple principle of advertising planning should pay attention to highlighting key points in the preparation, grasp the core problems to be solved in enterprise marketing, analyze in depth, and propose feasible countermeasures. This planning book will achieve its goal. It is necessary to prevent the use of prose-style writing to describe the planning book , resulting in impetuous or unreal feeling. Some people think that the overall advertising plan relies on the skill of writing a pen, so that one or two people can write it in a few days. This is a misunderstanding. The planning of the book can not be lengthy, and it is unsatisfactory. In short, the principle of simplicity, simplicity, practicality, and pertinence is to make people grasp the main contents of the planning book at a glance.
Operational Principles Advertising planning is a blueprint for advertising campaigns. It is a forward-thinking concept based on reality. First of all, the major policies formulated in the advertising plan should meet the needs of market changes to ensure the orderly advertising activities and the accuracy of advertising objectives. Secondly, as a whole, advertising planning should pay attention to the connection and operation between each subsystem and each specific link. Its guidance relates to the work of each person in the advertising campaign and the relationship between each link. In the planning of creative expression techniques, we must consider the limitations of equipment, personnel, funding, materials and production methods, in order to turn the blueprint into a spectacular building.
Third, the format of the advertising plan book
1. Cover
2. table of Contents
3. Foreword
4. Market analysis
5. Business analysis
6. product analysis
7. Sales
8. Corporate marketing strategy
9. Advertising strategy
10. Public relations strategy
11. Advertising media strategy
12. Advertising budget allocation
13. Advertising uniform design
14. Advertising effectiveness evaluation

This is the program and content of my real estate advertising plan book . In general, the tasks assigned by the CEO are basically completed, and I will not worry about being fired. I will show it to the boss tomorrow, I hope I can pass it.

A small one, I experienced the crisis facing the real estate industry under the financial crisis. The downturn in the real estate industry has been reflected in the world, and it is also very serious in our country. In the past, I was really worried about food and clothing. I have never worried about my livelihood, but now I am also worried about being fired. I am worried that I have no job after I am unemployed. Now it is difficult to find a job.

In short, I will work hard and cherish the current work, weather the financial crisis, and usher in a new and better life.