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Representative representative of the domestic writing of the advertising plan

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.
The preface briefly explains the reasons for the formulation of this plan, the general situation of the company, the situation of the enterprise or the problems faced by the company. It is hoped that the plan can solve the problem, or simply suggest the overall concept of planning, so that the customer can have a generalization before the in-depth review of the plan. Understanding.
Market Analysis Market analysis mainly includes three aspects: 1. Background information: market conditions related to the products of the planned enterprises; 2. Current similar products: several major brands of similar products imported and domestically produced in the domestic market. And the popularity and reputation of these major brands; 3. The competition status of similar products: can be divided into domestic market and international market analysis.
Product analysis The superiority of the products being planned and its unfavorable factors can be divided into: 1. Product characteristics: specific analysis of the process, composition, use, performance, life cycle status of the product; 2. Comparison of product advantages and disadvantages: similar products with domestic and imported products Compare.
Sales Analysis Sales is an important part of marketing, and a thorough understanding of the sales of similar products will provide an important basis for advertising and promotion. The sales status analysis has the following contents: 1. Geographic analysis: geographical distribution and location of similar product sales; 2. Competitor sales status: analysis of sales methods and strategies of major competitors; 3. Comparison of advantages and disadvantages: through analysis and comparison, find good The most favorable sales network and key areas of this planned product.
Corporate target corporate goals are divided into short-term and long-term. The short-term goal is one-year, and the percentage of increase in sales or increase in visibility can be specified. The long-term goal is three to five years. The corporate goals are mentioned in advertising planning. It can explain how advertising planning supports marketing programs and help achieve sales and profitability goals.
Enterprise Market Strategy In order to achieve the company's business objectives, the company must adopt a comprehensive strategy in the overall market strategy. These include: 1. Strategic appeal points: how to improve product visibility and market share; product promotion is based on factual appeal Or emotional appeals; 2. Product positioning: you can choose one of high-end, mid-range, and low-end positioning. Such as Fuda color plastic positioning: high quality; low price, international popular products, Kodak technology, domestically produced high-end color film made in Xiamen; 3. Sales target: analysis of the main purchase target of the product, the more specific the better, including the population factor All aspects, such as age, gender, income, education level, occupation, family structure, etc., indicate their demand characteristics and psychological characteristics, as well as lifestyle and consumption patterns; 4. Packaging strategy: the keynote of packaging, standard color; packaging materials The quality of packaging; the distribution of packaging materials, design priorities, etc.; 6. Retail point strategy; the establishment and distribution of retail outlets is an important means of promotion, advertising should cooperate with the strategy of zero sales outlets to expand the publicity impact.
Obstruction analysis According to the above analysis of the market, products, sales, corporate goals, market strategy, etc., it is possible to find out the "difficult" points of the company's products in the market. Excluding these obstacles is the main purpose of the next advertising strategy and strategy.
Advertising strategy
1. Competitive advertising analysis: analysis of the main competitor's advertising appeal point, advertising performance, advertising number, advertising offensive strength and so on.
2. Advertising goal: According to the previous business objectives, determine the target that advertising should achieve in terms of increasing popularity, reputation and market share.
3. Advertising objects: According to sales analysis and positioning research, the number of people or households of advertising objects can be roughly calculated, and according to the quantity, demographic factors, psychological factors, etc., why this part of people is the best target of advertising.
4. Advertising Creativity: Determine the overall performance of the advertising concept. Such as advertising slogans, models or symbols used, advertising appeal points or highlighting certain concepts, tendencies, and so on.
5. Advertising creation strategy: what content is transmitted to the target market. According to the situation of different media such as television, newspapers, radio, POP, etc., different creative intentions can be proposed to accurately convey information.
The PR strategy public relations activities aim to establish a good corporate image and reputation, communicate the relationship between the company and the public, and enhance the consumer's goodwill towards the company. The public relations strategy should be closely coordinated with the advertising strategy to achieve the above objectives by organizing a series of socially influential activities.
The media strategy selects the medium with the best effect to reach the advertising target according to the target and object of the advertisement, including: 1. The choice and combination of the medium: which medium is the main medium and which medium is the supplement; 2. The area used by the medium: cooperation Marketing of products needs to be carried out, focusing on key and non-key areas; 3. Frequency of media: in the year can be divided into key period and retention period, the number of times each medium is used weekly or monthly; 4. Media location Layout: Which radio and TV station chooses the best time to broadcast; what date and layout the newspaper chooses; 5. Media budget allocation: The budget for the combined media is budgeted.
Advertising budget and distribution must include all advertising expenses during the year, including: 1. research and planning fees; 2. advertising production fees; 3. media usage fees; 4. promotion fees, management fees;
The unified design of advertisements is designed according to the above comprehensive requirements, and the design drafts or scripts of newspapers, magazines, radio, television, and POP advertisements are designed for reference or basis for the unified design of advertisement production during the year.
Advertising effectiveness forecasting The target or effect feedback and detection method that can be achieved by advertising planning: See Chen Pei'ai: "Advertising Planning and Planning Book Writing", Xiamen University Press, October 1993, pp. 11-14.
These two opinions are similar and basically the same. We have seen that advertising planning is a comprehensive strategy, like the strategic operation of a large military campaign. The planning book is the written combat plan of the battle. Whether the plan is detailed or flawed is related to the battle. Success or failure. The same is true for the writing of advertising plan books. It is related to the rise and fall of enterprises. Therefore, it should be treated in a serious, scientific and responsible manner. It must not be taken for granted, closed doors, or sloppy.
At the same time, we have seen that writing an advertising plan must not only have written knowledge, but also extensive knowledge of multidisciplinary knowledge, market marketing, consumer psychology, anthropology, literature, aesthetics, film and television writing, advertising psychology. Knowledge of subjects such as academics, advertising strategy, and related knowledge of various commodities. At present, the advertising planning talent is scarce, because he is not the average person can be competent, the advertising planner should be a generalist. We must be an advertising planner and write a perfect planning book. First of all, we must have a deep knowledge, a high degree of cultural accomplishment and a high degree of advertising theory.


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