Determine advertising strategy
Advertising strategy is the measure and means to achieve the goals of advertising campaigns. It is a decision-making plan based on the environment, conditions and advertising purposes inside and outside the company. The main strategies are commodity promotion strategies, advertising implementation strategies, advertising media strategies, and advertising timing strategies.
For example, the “Advertising Strategy” in the “Baiyunning” advertising planning of the company must be the promotion strategy of “Baifuning” drugs, as follows:
Advertising Strategy
For the consumer side -
1. For each class of consumers, use different media to make direct and effective appeals.
2. Making POPs hang in western pharmacies, making it easy for consumers to name them immediately at the point of purchase.
3. Produce STICKER posted on the taxi, on the back of the bus chair and on the telephone of the public telephone or company line number, to remind consumers to pay attention to anytime, anywhere, to make up for the shortcomings of the mass media, and to have the role of public welfare and PR.
4. Produce small calendar cards, which are widely distributed to people from all walks of life before New Year's Day. For example, they can be placed at the counters of western pharmacies, hospitals or office buildings for free. They can also be placed in the magazine pages to present readers.
5. In order to deepen the inherent impression, the original “Dr. Bai Ningning” and “Bai Ningning, Protecting You” Slogan should continue to be used in the advertisement manuscripts in the future; Bai Ningning and the cold hundred clothes will make consumers clearly distinguish them in the future. There should also be different styles
6. There has never been a “Dr. Bai Yuning” in CF. The newly-applied CF should be added to make it overlap with the print media advertisement. When you see it, you will think of Bai Yuning.
7. In addition to official large-format advertisements, guerrilla-style strategies can be used in newspapers and magazines, using economic daily newspapers and joint and medium-time classified advertisements, occasionally placing small advertisements, one saving money, and two It can make up for the lack of frequent frequency of large advertisements. As long as the design is concise and eye-catching, it still has great effect. The US-based company will use this strategy.
For the pharmacy boss -
1. Convene a dealer meeting to seek ways to encourage dealer morale and increase its profit, and refer to the competitive brand's incentives for dealerships.
2. Every year, give a better-performing dealership acrylic calendar or commemorative prizes, and hold a large-scale tourism event every year to enhance friendship and strengthen retailer relations.
3. Every year until the end of the year, hold a high-quality distribution retailer across the province to gather or visit the US head office.
4. Give the first aid kit to promote the relationship with the consumer, you can make a beautiful and practical home emergency first aid kit from the pharmacy to the consumer.
There are more "strategic" projects in Taiwan's "Happy Years" advertising plan. He is divided into "advertising strategy", "performance strategy", "media strategy", etc. See below:
1. Use TV CF as the main communication message tool to deepen the memory impression of consumers.
2. Start advertising activities during the Spring Festival two weeks before the Spring Festival to evoke consumer awareness of the brand.
Happy New Year Eggs Spring Festival Advertising Stage Schedule Table Jobs Markets Market Jobs Advertising Jobs Advertising Execution Note General Market Visits in January,
Post poster, shop CF on January 15
Recently completed February 1st ~
On February 15th, CF was the main military official in December.
Taiwan's local newspapers published NP opportunity sales before February 11th. On January 10th, they began to post posting posters.
DM
DM combat and personnel visits 3. Cooperate with market access requirements, provide other affiliated advertising products, such as NP, DM folder, poster, MG, etc., to deepen the advertising message.
4. Produce TV Slide on New Year's Eve reunion, the first day, the second day, the third day respectively, the advertising brand will be combined with the custom of the Chinese New Year, and strengthen the promotion.
Advertising stage:
Performance strategy:
1. To express the sense of nobleness and value of the egg roll in the past year, especially to show the advantages of internal and external packaging, to enhance the popularity, but not to advertise new packaging.
2. With the shaping of the festive atmosphere of the New Year and the first impression of the products of the first brand, the consumer is born with a sense of trust.
3. Ensure a good impression of the first brand to counter the intrusion of other brands into the market.
......
CF theme and content settings
1. The packaging product is the main role, and the Spring Festival reunion gift atmosphere is set off. Improve the name of the gift - happy years.
2.CF atmosphere: high sense, intimacy.
3. The feeling of the character's Chinese New Year: the emotional performance of modern Chinese people in Chinese New Year.
Media combination:
Homework Market Media Mix General Market TV CF.TVSlide Poster
Radio message draft military public welfare station NP agency group opportunity to sell DM folder media strategy:
1. According to the nature of the market, in addition to the use of mass media such as TV CF TV Slide NP MG as the main force media, in addition to the different nature of the market, supplemented by "specific media" to enhance advertising, fire support, such as pin, DM , radio, etc.
2. It is planned to shoot CF of the Spring Festival, which will be broadcasted in an intensive manner to three TV stations in order to strengthen the brand's Spring Festival promotion as an advertisement for the Spring Festival egg roll gift box.
3. Cooperate with the customs of the Spring Festival, make 4 sets of TV-Slide, and broadcast a series of advertisements of egg products from New Year's Eve to the third day, so that the products can be combined with the rich New Year atmosphere.
4. To create a set of DM letters for factory staff morale and gifts to employees, to enhance opportunity sales and increase the ratio of transactions.
5. Produce posters, clips, message drafts, and advertisements for the China-Guangzhou Stereo World Radio program to strengthen the attack to increase the frequency and level of advertising exposure.
6. Produce a series of MG drafts to strengthen brand momentum and product performance.
CM appeals to the media number / slot amount unit total price TV CF × 7 file 252CF production 3030TV - Slide1 + gift
6 times 28,000 × 616.8TV - Slide2+ gift
6 times 28,000 × 616.8TV - Slide3 + gift
6 times 28,000 × 616.8TV - Slide4 + gift
6 times 28,000 × 616.8 poster Spring Festival + brand + gold medal 160,000 yuan 3.5 yuan × 16,000 sheets 5.6DM staff morale + joy + happy year 160,000 yuan × 16,000 sheets 1.2MG8.58.5 radio 1 month / three-dimensional world
30,000 × 1 month 3 clips 160,000 sheets 0.4 × 16,000 sheets 6.4 outdoor advertising gold medal + brand + 820ER + ER message draft 00NP5 / Qing war newspaper and local 50,000 stickers 3 yuan / 16,0003 yuan ×16,0004.8 Determining the advertising budget The advertising budget is a cost plan for the company to invest in advertising activities. Through the advertising budget, it is mainly to use advertising funds more systematically to reduce waste. The advertising budget proposes the amount of advertising expenses that can be spent and the specific distribution plan, such as the advertising budget during the Spring Festival in Taiwan’s “Happy Years” advertising plan: The Spring Festival advertising media budget allocation:
Media/Market Schedule: From January 15th, 1983 to February 15th, 1983, the media will not be TVTV.
SlideNPMGRadioDM poster clip message draft CF production fee total market 25267.28.535.66.4030372.7
98% military public education market 〖4〗 6〗 〖12〗 6
1.5% chance to sell 〖7〗 1.3〖12〗 1.3
0.5% of total 25267.268.531.35.66.4030380
1 00%
For example, the “Advertising Strategy” in the “Baiyunning” advertising planning of the company must be the promotion strategy of “Baifuning” drugs, as follows:
Advertising Strategy
For the consumer side -
1. For each class of consumers, use different media to make direct and effective appeals.
2. Making POPs hang in western pharmacies, making it easy for consumers to name them immediately at the point of purchase.
3. Produce STICKER posted on the taxi, on the back of the bus chair and on the telephone of the public telephone or company line number, to remind consumers to pay attention to anytime, anywhere, to make up for the shortcomings of the mass media, and to have the role of public welfare and PR.
4. Produce small calendar cards, which are widely distributed to people from all walks of life before New Year's Day. For example, they can be placed at the counters of western pharmacies, hospitals or office buildings for free. They can also be placed in the magazine pages to present readers.
5. In order to deepen the inherent impression, the original “Dr. Bai Ningning” and “Bai Ningning, Protecting You” Slogan should continue to be used in the advertisement manuscripts in the future; Bai Ningning and the cold hundred clothes will make consumers clearly distinguish them in the future. There should also be different styles
6. There has never been a “Dr. Bai Yuning” in CF. The newly-applied CF should be added to make it overlap with the print media advertisement. When you see it, you will think of Bai Yuning.
7. In addition to official large-format advertisements, guerrilla-style strategies can be used in newspapers and magazines, using economic daily newspapers and joint and medium-time classified advertisements, occasionally placing small advertisements, one saving money, and two It can make up for the lack of frequent frequency of large advertisements. As long as the design is concise and eye-catching, it still has great effect. The US-based company will use this strategy.
For the pharmacy boss -
1. Convene a dealer meeting to seek ways to encourage dealer morale and increase its profit, and refer to the competitive brand's incentives for dealerships.
2. Every year, give a better-performing dealership acrylic calendar or commemorative prizes, and hold a large-scale tourism event every year to enhance friendship and strengthen retailer relations.
3. Every year until the end of the year, hold a high-quality distribution retailer across the province to gather or visit the US head office.
4. Give the first aid kit to promote the relationship with the consumer, you can make a beautiful and practical home emergency first aid kit from the pharmacy to the consumer.
There are more "strategic" projects in Taiwan's "Happy Years" advertising plan. He is divided into "advertising strategy", "performance strategy", "media strategy", etc. See below:
1. Use TV CF as the main communication message tool to deepen the memory impression of consumers.
2. Start advertising activities during the Spring Festival two weeks before the Spring Festival to evoke consumer awareness of the brand.
Happy New Year Eggs Spring Festival Advertising Stage Schedule Table Jobs Markets Market Jobs Advertising Jobs Advertising Execution Note General Market Visits in January,
Post poster, shop CF on January 15
Recently completed February 1st ~
On February 15th, CF was the main military official in December.
Taiwan's local newspapers published NP opportunity sales before February 11th. On January 10th, they began to post posting posters.
DM
DM combat and personnel visits 3. Cooperate with market access requirements, provide other affiliated advertising products, such as NP, DM folder, poster, MG, etc., to deepen the advertising message.
4. Produce TV Slide on New Year's Eve reunion, the first day, the second day, the third day respectively, the advertising brand will be combined with the custom of the Chinese New Year, and strengthen the promotion.
Advertising stage:
Performance strategy:
1. To express the sense of nobleness and value of the egg roll in the past year, especially to show the advantages of internal and external packaging, to enhance the popularity, but not to advertise new packaging.
2. With the shaping of the festive atmosphere of the New Year and the first impression of the products of the first brand, the consumer is born with a sense of trust.
3. Ensure a good impression of the first brand to counter the intrusion of other brands into the market.
......
CF theme and content settings
1. The packaging product is the main role, and the Spring Festival reunion gift atmosphere is set off. Improve the name of the gift - happy years.
2.CF atmosphere: high sense, intimacy.
3. The feeling of the character's Chinese New Year: the emotional performance of modern Chinese people in Chinese New Year.
Media combination:
Homework Market Media Mix General Market TV CF.TVSlide Poster
Radio message draft military public welfare station NP agency group opportunity to sell DM folder media strategy:
1. According to the nature of the market, in addition to the use of mass media such as TV CF TV Slide NP MG as the main force media, in addition to the different nature of the market, supplemented by "specific media" to enhance advertising, fire support, such as pin, DM , radio, etc.
2. It is planned to shoot CF of the Spring Festival, which will be broadcasted in an intensive manner to three TV stations in order to strengthen the brand's Spring Festival promotion as an advertisement for the Spring Festival egg roll gift box.
3. Cooperate with the customs of the Spring Festival, make 4 sets of TV-Slide, and broadcast a series of advertisements of egg products from New Year's Eve to the third day, so that the products can be combined with the rich New Year atmosphere.
4. To create a set of DM letters for factory staff morale and gifts to employees, to enhance opportunity sales and increase the ratio of transactions.
5. Produce posters, clips, message drafts, and advertisements for the China-Guangzhou Stereo World Radio program to strengthen the attack to increase the frequency and level of advertising exposure.
6. Produce a series of MG drafts to strengthen brand momentum and product performance.
CM appeals to the media number / slot amount unit total price TV CF × 7 file 252CF production 3030TV - Slide1 + gift
6 times 28,000 × 616.8TV - Slide2+ gift
6 times 28,000 × 616.8TV - Slide3 + gift
6 times 28,000 × 616.8TV - Slide4 + gift
6 times 28,000 × 616.8 poster Spring Festival + brand + gold medal 160,000 yuan 3.5 yuan × 16,000 sheets 5.6DM staff morale + joy + happy year 160,000 yuan × 16,000 sheets 1.2MG8.58.5 radio 1 month / three-dimensional world
30,000 × 1 month 3 clips 160,000 sheets 0.4 × 16,000 sheets 6.4 outdoor advertising gold medal + brand + 820ER + ER message draft 00NP5 / Qing war newspaper and local 50,000 stickers 3 yuan / 16,0003 yuan ×16,0004.8 Determining the advertising budget The advertising budget is a cost plan for the company to invest in advertising activities. Through the advertising budget, it is mainly to use advertising funds more systematically to reduce waste. The advertising budget proposes the amount of advertising expenses that can be spent and the specific distribution plan, such as the advertising budget during the Spring Festival in Taiwan’s “Happy Years” advertising plan: The Spring Festival advertising media budget allocation:
Media/Market Schedule: From January 15th, 1983 to February 15th, 1983, the media will not be TVTV.
SlideNPMGRadioDM poster clip message draft CF production fee total market 25267.28.535.66.4030372.7
98% military public education market 〖4〗 6〗 〖12〗 6
1.5% chance to sell 〖7〗 1.3〖12〗 1.3
0.5% of total 25267.268.531.35.66.4030380
1 00%
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