How can I write a good advertising plan?

Today's society needs more and more advertising plans . The quality of an advertising plan is directly related to the success or failure of a business investment, which is very important.

But how can we write an advertising plan , which is a problem that plagues all company clerk and secretary. It’s just right to write it right, it’s important to help the company’s development, and it’s also able to be praised and promoted by the leader; but once the positioning is wrong, the company’s investment will be broken, then it’s gone, it’s not going to be laid off. Far.

In fact, writing an advertising plan is not difficult:

After the advertising plan analyzes and evaluates each part of its operation process and formulates the corresponding implementation plan, it finally forms a programmatic summary file, which we usually call an advertising plan book . The advertising plan is written according to the results of the advertising plan, and is a strategic guidance file for the advertising campaign that the advertiser has reviewed and approved.

There are two forms of advertising plan , one is tabular. This form of advertising plan lists the current sales volume or sales amount of the advertiser, the advertising target, the advertising appeal focus, the advertising time limit, the advertising appeal object, the advertising area, the advertising content, the advertising performance strategy, the advertising media strategy, and other promotions. Strategies and other columns. 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 that writes advertising planning opinions into a written form is also called an advertising plan book. What people usually call advertising plan and advertising plan 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 appeals;

5. Advertising area or appeal area;

6. Advertising strategy;

7. Advertising budget and distribution;

8, advertising performance prediction.

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:

Analysis of business operations;

product analysis;

Market analysis;

Consumer research;

At the time of writing, the characteristics and advantages of the advertising product should be explained based on the results of the product analysis. 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 the advertising appeal part mainly measures how many people and how many households are in the advertising object based on product positioning and market research. Based on the results of the population study, an analysis of the population's analytic data is provided, outlining the characteristics and psychological characteristics of potential consumers, lifestyles and consumption patterns.

5. The advertising area or the part of the appeal area should determine the target market and explain the reasons for choosing this specific distribution area.

6, the advertising strategy part, to specify the specific details of the implementation of advertising. The author should design the media plan in question clearly, completely and briefly, depending on the complexity of the media plan. A media plan book can also be prepared separately. At a minimum, the media used, the purpose of using the media, the media strategy, and the media plan should generally be clearly stated. If you choose a variety of media, you need to explain the publication of various media and how to cross-match.

7. The advertising budget and distribution part should be based on the content of the advertising strategy, detailing the media selection and the required fees, and the price of each publication. It is best to make a form and list the expenses for research, design, production and so on. Some people also included this part of the content in the advertising budget book.

8. The advertising effect prediction part mainly explains the target that can be achieved by the advertising agency in accordance with the advertising plan. This goal should be in line with the objectives and tasks set out in the preamble.

When actually writing an advertising plan , the above eight parts may be added or subtracted or combined. If you can increase the public relations plan, advertising advice and other parts, you can also change the last part to the conclusion or conclusion, depending on the specific circumstances.

Writing an advertising plan is generally short. Avoid lengthy. To summarize, summarize, and classify, delete all unnecessary words, try to avoid repeating the same concept again and again, and strive to be concise, easy to read, and easy to understand. Don't use many pronouns when writing an advertising plan. The decision makers and implementers of advertising planning do not care who their ideas, who their suggestions, and what they need are facts. The ad plan book preferably has a short summary at the beginning of each section. In each section, the source of the information used should be stated to increase the credibility of the plan. Generally speaking, the advertising plan should not exceed 20,000 words. If the length is too long, the chart and related explanatory materials can be solved by an appendix.

In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts are specifically listed to form a relatively independent copy. Then divide it.

Advertising planning writing format

First, market analysis

1. Current market size;

2. Current market share;

3. The potential of the market in the future;

4. Status of product sales;

5. The situation of various competitive brands.

Second, consumer analysis

1. Purchase volume and purchase frequency;

2. Time and place of purchase;

3. Purchase motivation;

4. Brand conversion situation;

5. Brand loyalty;

6. Consumers use the product status.

Third, product analysis

1. Product life cycle;

2, the quality and function of the product;

3. The price of the product;

4, packaging;

5. The peak season and off season of the product;

6, the product's alternative.

Fourth, enterprise analysis

1. The position of the company in the industry;

2. The impression that the company gives to the consumer;

3. The competitive advantage and disadvantage of the company;

4. The position of the product in the company.

Fifth, promotion analysis

1. Comparative analysis with competitive brand advertisements;

2. Comparative analysis with sales of competitive brand personnel;

3. Comparative analysis with competitive brand promotion;

4. Comparative analysis with competitive brand services;

5. Comparative analysis with competitive brand public relations;

6, the problem point.

Market strategy

Seven, advertising strategy

Eight, advertising performance

Nine, media strategy

X. Attached files