[Boutique] corporate promotion planning book

This article directory 1 corporate promotion planning book 2 corporate promotion planning book 3 corporate promotion planning book article 1: corporate promotion planning book

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 Chinese speakers who can speak English 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.

Part 2: Corporate Promotion Plan

In Huizhou, with the rapid development of the economy and the continuous improvement of people's living standards in the past decade, the tourism industry has also grown rapidly. However, as a travel company providing intermediary services in the tourism industry, it has not been able to keep up with its development pace, not only has not been able to profit from it, but also did not do well in organizing a market for outbound travel. In response to this situation, we have planned a marketing plan with Huizhou City XX Tourism Company as an example.

First, market analysis

1. Analysis of market marketing environment

With the rapid development of Huizhou's economy, the continuous improvement of people's living standards, and the increasing popularity of modern means of transportation, coupled with Huizhou, which has a gifted tourism resource, the development of tourism can be described as unique. Moreover, the policy proposed by the municipal government to create “China's Excellent Tourism City” provides a good environment for tourism development.

2. Market potential analysis

In addition to the above conditions, since Huizhou City is a newly developed city, people's living standards have suddenly improved. The development of tourism has made the concept of tourism deeply rooted in people's hearts. People are no longer satisfied with the current lifestyle. Go out of Huizhou, go to the outside world and take a look.

3. Analysis of competitors' status

In Huizhou, there are more than 30 travel agencies, and the services provided by each other are similar, with little difference. Therefore, a fierce market competition has formed, and the market share that each company can get is very good.

4, service analysis

In Huizhou, the services provided by travel agencies are not very complete, and the advertising promotion is far behind other city travel agencies.

5. The company's market performance

The popularity is ok, but the reputation is not high, the product price is too high, the variety is not enough, the selectivity is small, the foundation of the company's survival is that it is a state-owned enterprise, and the government has vigorously supported it.

Second, the company diagnosis

The company was founded in October 1986 and has been in operation for more than ten years, but its reputation is still at a very low level. The company has not been able to expand its scale. What factors have affected the company's development? After investigation and research, it is found that:

1. The management and management are extensive and random, especially in the marketing system, failing to establish a scientific, professional and efficient marketing team.

2. There is a shortage of marketing talents. Due to insufficient marketing talents, they only know how to provide services, but they don’t know how to open the market. They only know how to save money and forget to increase their investment in advertising.

3, no market research, any company without market research, just like let the scorpion fight before the battle, the results are not foreseen.

4, lack of marketing, due to shortage of marketing talent, resulting in low level of marketing services, no market research, no strategic planning, no long-term planning, marketing planning is not systematic, advertising positioning is fuzzy, insufficient strength, backward methods, blindly open up the market, no Focus on the primary and secondary.

5, the packaging method of service is too backward, the variety of packaging is not enough, not novel, it is difficult to attract passengers.

Third, strategic planning

1. Strategic thinking: draw a clear line with other travel companies, do not fight price wars, adopt packaging methods to attract passengers, and provide more value to passengers. At the same time, it is necessary to develop strategic cooperation with other tourism companies to achieve the most optimal allocation of resources.

2, strategic steps: establish a brand, do the local boss; strengthen the brand, do Guangdong boss; extend the brand, into the forefront of the national tourism company.

3. Strategic deployment: With Huicheng District as the key market, it will extend to the surrounding counties, and then expand to Guangdong. After stabilizing the position, it will go to the whole country.

4. Positioning of consumer groups: mainly institutions, enterprises and institutions, with families, students and individuals as breakthroughs.

Fourth, marketing strategy

Marketing concept

1. Brand concept: Provide safe, welcoming and comfortable service, while saving you money.

2. Marketing concept: Based on the modern tourism market marketing theory, combined with the actual situation of the company, develop a feasible marketing plan.

Marketing mix

1. Tourism products/service portfolio

Product portfolio: Unlike other industries, tourism products have their own product portfolio, providing services such as travel, employee behavior, appearance and uniforms, transportation equipment, and communication with passengers and other public.

Characteristics of the product portfolio: It is not enough to provide travel services only. It is necessary to differentiate individuality in terms of employees' attitudes towards the passengers and the arrangement of activities, so as to differentiate marketing.

Extension of service: In addition to group tours, it can also operate tickets related to travel, such as airplanes and trains.

2 people

Employees: These people are the tools for the travel company to make money, so the choice of employees should employ those who have strong contact with people, be flexible and attractive, and encourage and retain employees and strengthen employees. Control to ensure the quality of the service.

Customer: This kind of person is the foundation of the survival of the travel company. How to subdivide and give high quality and high quality service is the key, because the customer is God.

3, packaging

Types of packaging: Different products should be packaged differently, and the same type should be packaged differently to make passengers feel that it can bring him more value. It can be used in all-round packaging, accompanying sightseeing packaging, special event packaging, holiday packaging, seasonal packaging, off-peak packaging, group full-packaging and other different packaging.

Packaging pricing: price decisions based on fixed and variable costs, customer volume and margins.

4. Distribution channels

Must cooperate with members who act as travel agents in the distribution channel, such as operators, agencies, destinations, etc., to ensure a smooth journey.

The specific measures are as follows:

A. Research and select the “subdivision” of trade.

B. Determine the positioning means and marketing objectives.

C. Set promotional combinations for travel agencies, such as trade advertisements, trade promotions, trade shows and brochures.

5. Advertising and promotion strategies

Advertising plan

A. Set advertising goals to convey information to passengers and persuade them to travel, and at the same time form a "word of mouth" advertising effect.

B. Hire an advertising agency to advertise, so that the advertising can achieve a professional effect.

C. Set the advertising budget to ensure that the advertising costs do not exceed the budget.

D. Consider the possibility of cooperation, use the advantages and government joint advertising activities to expand the degree of influence.

E. Decide on the advertising information strategy to ensure that the advertisement is creative, so as to convey the information concept through the advertisement and influence the choice of the passenger.

F. When choosing advertising media, try to combine newspapers, TV, magazines, direct mail advertisements and other advertising media to make the various media complement each other to ensure the best results.

Personnel promotion: The main market is the various types of tourism organizations, which will expand this market share through business personnel.

Sales promotion and trading display: If there are many discounts on the number of orders, cooperate with other industries, and combine with their public activities, let them use sales to distribute travel vouchers, and trade show, mainly to hold tourism and sightseeing exchanges to expand Influence, showing the company a good image.

Event marketing: shaping the company's image, improving reputation and guiding consumers to consume.

Public relations and publicity: special events public relations activities, such as celebrations, etc., to increase publicity. At the same time, there must be preparations for crisis public relations to ensure timely remediation so as not to damage the company's image.

V. Marketing budget

1. The budget can be allocated from the company's budget.

2. Determine market marketing objectives.

3. Budget the cost of each promotion combination and other administrative expenses.

4. The effect that the budget can achieve.

Part 3: Corporate Promotion Plan

I. Introduction

With the development of my economy, the amount of new SMEs is increasing. Businesses such as credit evaluation, guarantee and counter guarantee, recovery, liquidation and restructuring, and home ownership guarantees for SMEs came into being. The business opportunities it contains are limitless. This advertising campaign is mainly carried out in four aspects: online, TV media, physical advertising, and newsletter grouping, so as to increase the company's visibility and expand its business.

2. Market analysis

Analysis of business operation

Through the joint efforts of company leaders and employees, our company has achieved good returns. Assets are operating smoothly. But one of the major problems facing the company now is the lack of visibility. To pursue further development, the company must increase the intensity of business development, further promote the brand and enhance the visibility of the company.

product analysis

The company's main products are to provide credit rating, guarantee and counter guarantee, recovery, liquidation and restructuring business, and home ownership guarantee for SMEs. The companies that can provide this business are few in our county, so the competition we face is not strong, and the company's business has a considerable market share. We should pay more attention to the development of the brand. Because when the industry develops into a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

Market analysis

In recent years, the number of SMEs in our county has been increasing, and the start-up corporate capital chain is incomplete. SMEs are prone to shortage of funds at the beginning and in the process of development, so we have large customers. group.

Consumer research

SMEs mainly understand the services provided by the company through the media. For SMEs, the services provided by the company are also necessary at this stage. If there is demand, there will be a market.

3. Advertising strategy

 Obey the company's overall publicity strategy, establish a product image, and at the same time focus on establishing a company image.

 Long-term, launch a consistent advertising campaign at a certain time.

 Extensive, choose a variety of propaganda methods and pay attention to the way to promote publicity.

 Grasp the opportunity and be flexible

4. Advertising strategy

Web promotion

Advertise on a website with a relatively concentrated set of companies. Information platforms like companies, local information websites, portal websites, etc. In addition, a group of network promoters can be launched and promoted in major forums of corporate concern.

TV media promotion

Advertise in my county TV station. The form is flexible and changeable. 1 Do regular advertisements in prime time, looping. 2 Business leaders participate in the corresponding programs on the TV station to promote corporate culture. 3 Invite the TV station to do the instrument interviews about the company. This will give a deeper understanding of the company's business and corporate culture.

Paper media promotion

1 Publish articles in newspapers and business magazines in my county. 2 Please reporters for special reports

Physical advertising

Entity advertising is divided into two parts. 1 Design brochures and distribute them to SMEs in our county.

The design of the color page must reflect the company's corporate culture and business scope. The design is novel and can be remembered. 2 street advertising space promotion, electronic screen promotion.

Newsletter

Newsletter group. Contact the newsletter mass-sending platform, such as the 163 newsletter mass-sending platform, to send newsletters to the company's responsible persons, and the information content is a brief and concise introduction to the company's service projects.

4. Advertising expense budget

Five. Advertising effectiveness forecast