Advertising company internship summary

I have been busy for a while, busy reviewing English, busy with the task of the studio, until the beginning of December, I remembered to call my parents. It stands to reason that I should be fulfilling and satisfying. At this time, my sudden thoughts prevented the idea and perseverance of continuing the internship . Therefore, thinking about only one night's time decided to give up the goal that has been pursued for a long time.

On the afternoon of my departure, Gan always called us to the office and told a message that made me hesitate – we need to pass the assessment. After the assessment, we can continue to work in the company and have paid internships . In fact, my hesitation is justified. After all, this is my first internship to really enter the advertising company. I insisted on it for a month, not to mention how much time and endurance I spent, just changing my schedule and spending me. Most of the energy. Dozing off every afternoon, it is very shameful. But I still insisted.

But no matter what, I gave up.

The reason is that I have to let go of time to let go of my distracting thoughts and to review English in peace. For me, English and internships are very important and clear in my mind.

All along, I feel that I am an indecisive person. In fact, there is no standard for the choice of life. In the standard of self-consciousness, every choice will bring such advantages and harms to oneself. However, when I received a call from my mother that day, I regretted my choice.

However, I think of my life, and I regret that I regretted receiving the call.

Since both sides are regretting, let's put this idea down first. Revisit some things in the internship process. In the red coral advertisement, exactly, we only received one case. At that time, the name of the case was set by me, and the “Golden Sea Agro-ecological Health Park was positioned in the packaging strategy”.

Positioning: The client requested to locate the Jinhaitian Agro-ecological Health Park and as a basis for grants to the government. Thinking about the entry point: the comparison and analysis of the surrounding agro-ecological parks and leisure villas, and the conclusion of Jinhaitian usp, the necessity and feasibility of analyzing the project.

Image packaging: According to Jin Haitian usp, the overall image packaging of the project, functional positioning and packaging of each functional partition, so that each functional partition and the overall image of the project form a unique visual and cultural orientation.

Development suggestions: recommendations for its cis import, project external image suggestions, project advertising slogan recommendations, precautions.

As far as its positioning is concerned, from the aspects of Gee Haitian's geography, environment, humanities, ecology, transportation, pension, quality supervision mechanism, value-added preservation of land parcels, scientific and technological support, etc., the analysis and judgment of similar projects around the world, and finally the gold The Haitian project is positioned to market, consumer, style, and publicity.

At first, the idea came from Tao Yuanming’s “Guanyuan Tianju”:

Return to Garden

There is no suitable rhyme, and the sex is loved by the hills.

In the dust net, I went to thirteen years.

The ostrich loves the old forest.

In the wilderness of the wilderness, I will return to the garden.

More than 10 acres of square house, eighty-nine cottages.

After the 榆 荫 荫 荫 檐 桃 桃 桃 桃 桃 桃 桃

Suiyuanren Village, Yiyi Market.

In the deep lane of the shit, the chicken sang trees are upside down.

There is no dust in the living room, and there is room for nothing in the virtual room.

For a long time in the cage, the return to nature.

From the spirit of seclusion in Tao Yuanming and the mentality of “Love Hill” and “Returning to Nature”, the most important usp of the Ecological Park is “Nature”. Tao Yuanming's tired of secular life, the pursuit of natural life attitude under the plucking of the Chrysanthemum to the South, is the entry point of the project's creativity - Jinhaitian Agro-ecological Park - collecting, leisure, sightseeing, renting An integrated large-scale ecological park. Picking - "Taking the Chrysanthemum under the East", the ecology - "anti-natural", renting - "Guiyuan".

Therefore, we have carried out the overall theme of non-advertising propaganda for the Jinhaitian project - "modern paradise".

The reason for adding a "modern" is that the purpose of Jin Haitian's development is to attract those who "long-term imprisonment of white-collar workers, high-end people, and retired people" at work. The project belongs to the consumption level of middle and high-level people.

So we positioned the project consumers - high-end crowds, senior white-collar workers, retired seniors.

Starting from the interests and preferences of consumers, we also conduct non-advertising positioning for each functional division:

Recreation Area - Yiran

Entertainment District - Juying Fun

Sightseeing and tourist area - winding path

Life experience area - farming

Picking area - happy to return

In order to achieve the goal of "modern paradise", we have encountered a problem - the land of Jinhaitian project is flat, and the paradise needs a towering mountain and a secret atmosphere. Therefore, whether it is building a rockery or building a tree or introducing a river in development, it will increase costs and increase investment. Moreover, in order to achieve the overall project positioning of “modern paradise”, it is necessary to design and locate the style of the architectural environment, the sports field, the picking path, and the sightseeing environment. The overall effect must be hidden and independent.

However, the leadership explained that for the initial positioning of the project, the investment cost problem can be ignored first, and the time is particularly tight, so the problem is skipped.

After the first proposal, we made changes.

First, the client requested that the project be divided into four functional areas - plum, orchid, bamboo, and chrysanthemum.

Second, "modern paradise", this theme is a bit imaginary. It needs to go to the countryside, the countryside, and the rustic.

Third, the writing of the planning book needs to rely on the direction of the “Facilities Agriculture, Modern Agriculture” housing exhibition in Tianjin.

Fourth, we didn't know when the case came over. That is, there is also an agricultural research institute of the Chinese Business Association, and there is also a moral college. So provided technical support.

So, we have modified the original content.

The overall theme orientation was changed from “modern paradise” to “new countryside, new fashion”.

Functional Division:

Plum blossoms arrogant snow - Ling Han alone

The fragrance of bluegrass is refined - the empty valley

Bamboo's humility - a total relationship

The hermit style of chrysanthemum - this flower is more flowerless

The project is not over yet, and I am finished and ended the internship .

At this point, I have to do a whole introspection. In fact, before this, or when I modified the case submission, I hesitated. The reason is that because of its functional division, we always only have its style and connotation. Positioning, in fact, this positioning is not very useful, because when the customer proposes "Meilan Zhuju", in his eyes, it is very clear that the whole project is in this style, and what we want to do is The definition of its function, the definition of the concept, is not positioning.

Then why do I just hesitate and not define it?

This problem is actually there are too many factors. The injection of the concept of the project is actually the key content of the planning. The injection of a concept represents the completion of the planning book; it also represents the finalization of the project. It is now conceivable that a project with a total investment of more than 200 million is so simple to shape its overall project. Of course, we also know that this plan is not necessarily realized. It is very likely that the client will take the government to get the government's support grant.

Another reason is the time issue. "The next day, I will go." This is a sentence that has been in my mind that afternoon. I admit that I was very absent-minded that afternoon.

Because this is just a preliminary concept of the project, the details are almost negligible. Plus the lack of experience in their own experience, the experience is not wide enough. So this planning process can be considered as simple and not too creative.

Overall summary: not serious enough, not creative enough, not complete enough.

Not serious enough: not only the customer is not serious, the leadership is not serious, we are not serious. The client didn't really want to get the project done, but how to get the government's financial support. So the leader thought that the case was not very hopeful, so he didn't pay enough attention, so I didn't pay enough attention.

Not creative enough: from a “return to the garden”, all the ideas have been made, the creative thinking steps are excessively “diverge-aggregated”, and the case was not distributed at the beginning, so the idea is not enough. More, the angle of thinking is not enough, and creativity is even less likely to achieve the best.

Incomplete: From the beginning of this case, I have never thought about these concepts. These concepts are the verses of Tao Yuanming that my partner has found online. Although it is said that looking for Tao Yuanming’s poems is not biased. And generally this is the method used when you can't think of creativity. But the verse was found, we did not generalize the content, and the concept was not integrated.

Therefore, future projects, both psychologically and in action, must be greatly strengthened and corrected.

First, "Do not be good or small, do not be evil."

At the moment of receiving the case, we must establish a rigorous attitude, treat each case seriously, and treat each customer seriously. Although it is a customer with little hope, since people have come to the door, they must God's attitude to treat. This is not only good for the customer, but also more beneficial to their own rigorous attitude. If a person wants to be a good person, he must take every person and everything around him seriously.

Second, don't find any excuses.

In the implementation process of this case, because of the time problem, a lot of work was not done, the creativity was not prominent, and the content was incomplete. To do a complete case, you must not use any problem as an excuse. To meet the needs of each customer, to solve the actual problems for customers is what professional advertisers do.

Third, although I am still a student, I can't be too "student".

In fact, in the implementation of this case, I still have the mentality that "I am still a student, the problem is understandable." The student can understand the problem. This sentence is correct, but with this kind of psychology. Things are not right. I have to overcome any difficulties and problems that I can find. Because there are still many problems, I even found out that Du could not find out.

Fourth, there must be an end.

Anything should be "starting and ending", and no one should be complete. There is no end to the beginning, or there is an end without a start, it is a kind of self-deception.

Fifth, overcoming the obstacles has overcome the biggest difficulties.

I am the biggest obstacle. In fact, when I first went to work, I faced difficulties in adjusting the biological clock. It was difficult to adjust the schedule. So every afternoon I was in a groggy state, my eyes could not open, and the road ahead would not be bright. Willpower needs to be greatly improved. I forgot where I saw "the so-called human nature, that is, the human 'color', 'greed', and 'inert'." Since as long as people are indispensable for this "three-person", then it is not strange, but "to be a person", you must have more results and perseverance than the average person.