5 advertising campaign planning books

# Planning # Introduction Writing a planning book is to use the existing knowledge, develop the imagination under the current situation of existing resources, and achieve the goal at the fastest speed. The following is the unorganized advertising campaign planning, welcome to read!

1. Advertising campaign plan

1. The preface briefly explains the reasons for making this plan, the general situation of the enterprise, the situation of the enterprise or the problems it faces, hoping to solve the problems through planning, or simply give a general idea of planning, so that customers can have a general understanding before reviewing the plan in depth.

Second, the market analysis

Market analysis mainly includes three aspects:

1. Background information: the market situation related to the products of the enterprise to be invested;

2. Current situation of similar products: What are the main brands of imported and domestic similar products in the domestic market, and what is their popularity and reputation?

3. Competition of similar products: it can be divided into domestic market and international market analysis.

Third, product analysis.

Advantages and disadvantages of planned products can be divided into:

1, product features: specifically analyze the process, composition, use, performance and life cycle of the product;

2. Product comparison: compared with domestic and imported similar products.

Fourth, sales analysis

Sales is an important part of marketing. A thorough understanding of the sales of similar products will provide an important basis for advertising and promotion. The sales analysis includes the following contents:

1. Regional analysis: geographical distribution and location of sales of similar products;

2. Sales of competitors: analyze the sales tactics and strategies of major competitors;

3. Comparison of advantages and disadvantages: Through analysis and comparison, find the most favorable sales network and key areas of this planned product.

Verb (abbreviation for verb) enterprise goal

Enterprise goals are divided into short-term goals and long-term goals. The short-term goal is one year, and you can specify the percentage of increasing sales or increasing popularity. The long-term goal is three to five years. The enterprise goals mentioned in advertising planning can explain how advertising planning supports marketing plans and helps achieve sales and profit targets.

Six, enterprise market strategy

In order to achieve the business objectives of the enterprise, the enterprise must adopt an all-round strategy in the overall market strategy, including:

1, strategic appeal: how to improve product popularity and market share; Whether to pay attention to facts or emotions in product promotion;

2. Product positioning: you can choose one of high-end, mid-end and low-end positioning. For example, the positioning of Duff color glue is: high quality; Low price, international popular products, Kodak technology, domestic high-grade color film made in Xiamen;

3. Sales target: analyze the main buyers of products, the more specific the better, including various demographic factors, such as age, gender, income, education level, occupation, family structure, etc. , and explain their demand characteristics and psychological characteristics, as well as lifestyle and consumption patterns;

4. Packaging strategy: the tone and standard color of packaging; Quality of packaging materials; Packaging communication, design focus (words, signs, colors), etc. ;

5. Retail point strategy; The establishment and distribution of retail stores is an important means of promotion, and advertisements should cooperate with the strategies of retail stores to expand the publicity influence.

Seven. Obstacle analysis

Based on the above research and analysis of market, products, sales, enterprise goals and market strategy. It is logical to find out the "difficulties" of the company's products in the market. Eliminating these obstacles is the main purpose of the next advertising strategy and strategy.

Eight, advertising strategy

1, competitive advertising analysis: analyze the advertising demands, advertising forms, advertising quantity, advertising offensive intensity, etc. of major competitors.

2. Advertising objectives: According to the previous business objectives of the enterprise, determine the objectives to be achieved by advertising in improving visibility, reputation and market share.

3. Advertising target: According to sales analysis and positioning research, we can roughly calculate the number or number of advertising targets, and explain why these people are advertising targets according to the number, demographic factors and psychological factors.

4, advertising creativity: determine the overall performance concept of advertising. Such as advertising slogans, models or symbols used, attractive points of advertisements or highlighting certain concepts and tendencies.

5. Advertising creation strategy: that is, what content to spread to the target market. According to different media such as TV, newspaper, radio and pop music. , put forward a unique creative intention that can accurately convey information.

Nine, public relations strategy

Public relations activities aim to establish a good corporate image and reputation, communicate the relationship between enterprises and the public, and enhance consumers' goodwill towards enterprises. The public relations strategy should be closely coordinated with the advertising strategy, and a series of socially influential activities should be held to achieve the above goals.

X. Media strategy

According to the target and object of the advertisement, selecting effective media to reach the advertisement object includes:

1. Selection and combination of media: which media is dominant and which media is secondary;

2. Media use area: according to the marketing demand of products, it is divided into key areas and non-key areas;

3. Frequency of use of media: A year can be divided into critical period and retention period, and the frequency of use of each media is arranged weekly or monthly;

4. Positioning and layout of the media: What kind of communication opportunity do radio and TV stations choose? What date, layout and so on. Newspaper selection;

5. Media budget allocation: budget the cost of combining media.

XI。 Advertising budget and allocation

All advertising expenses of the current year must be included, including:

1, research and planning fee;

2, advertising production costs;

3. Media usage fee;

4. Promotion fee and management fee;

5, mobile fees, etc.

Twelve, unified advertising design

According to the above comprehensive requirements, the design drafts or scripts of newspapers, magazines, radio, television and POP advertisements are designed respectively, which provides reference or basis for the unified design of advertising production in that year.

Thirteen. Advertising effect prediction

See Chen Peiai: Advertising Planning and Planning Book Writing, Xiamen University Press, 1993, 1 1- 14.

The two families have similar opinions and are basically the same. We can see that advertising planning is an all-round strategic activity, just like the strategic operation of a big military campaign, and the planning book is the written battle plan of the campaign. Whether the plan is careful or not is related to the success or failure of the campaign. The same is true of the writing of advertising planning, which is related to the rise and fall of enterprises. Therefore, we should treat it with a serious, scientific and responsible attitude, and never take it for granted, behind closed doors or respond hastily.

At the same time, we also see that writing an advertising plan book requires not only a basic knowledge of writing, but also a wide range of multidisciplinary knowledge, such as marketing, consumer psychology, anthropology, literature, aesthetics, film and television writing, advertising psychology, advertising strategy and other disciplines, as well as related knowledge of various commodities. There is a shortage of advertising planners now, just because the average person is not competent. Advertising planners should be generalists. To do a good job in advertising planning and write a perfect planning book, we must first have profound knowledge, high cultural literacy and high advertising theory literacy.

2. Advertising campaign plan

Product analysis company introduction: Chongqing Tianyou Dairy Co., Ltd. is a joint-stock enterprise reorganized and established by Chongqing Tianyou Dairy Co., Ltd. with the approval of Chongqing Municipal People's Government.

Companies adhering to the "for the health of citizens, we make unremitting efforts; For the sake of farmers' prosperity, we will live up to our mission, take the market as the guide, take innovation as the drive, take reform as the drive, take development as the guide, take the goal of building "a century-old friend", vigorously implement agricultural industrialization, establish a 13 high-quality milk source base, and have a domestic first-class modern dairy processing factory and a milk processing capacity of 500 tons/day. It produces more than 80 kinds of dairy products in 7 series, such as pure fresh sterilized milk, yogurt, lactic acid beverage, flavored milk, ultra-high temperature sterilized milk, vegetable protein milk and milk powder, forming a sales market mainly in Chongqing and radiating to five surrounding provinces. The main economic indicators of enterprises have maintained a high growth rate of more than 40% for several consecutive years.

Brand: Tianyou Vitality Yogurt.

Product mix: According to market survey, more than 70% students like to drink yogurt, which is much higher than other types of milk. The preference rates of strawberry, pineapple, litchi and kiwi are mixed. Accordingly, Tianyou Vigorous Yogurt has also launched a variety of mixed or single-flavored fruity yogurts to meet the needs of customers with different tastes in the target market and expand market share.

Packaging: Analysis of packaging type: Tianyou Dairy currently adopts three forms of yogurt series: boxed, bottled, cup and bagged.

Product features: high-quality pure milk and lactic acid bacteria are used as raw materials. This product not only contains protein, fat, vitamins and other ingredients contained in milk, but also is rich in active lactic acid bacteria and bifidobacteria, which has the effects of stimulating appetite, easy digestion and absorption, and gastrointestinal health care. Especially for college students who use a lot of brains, it can better regulate physical function, enhance immunity and make people full of vitality at all times.

Product positioning: health yogurt suitable for students to drink.

Second, the marketing strategy

1, market analysis. At present, the dairy market is mainly represented by Mengniu and Yili, so Tianyou must first analyze its own advantages and disadvantages if it wants to occupy a certain market share.

Advantages:

There is no monopoly brand in Chongqing milk market.

(2) The consumption of milk in Chongqing is not mature, and the market development space is considerable (especially in the low-end market).

(3) Many tastes and reasonable prices have attracted the attention of many young consumers.

(4) There is a local dairy cow base in Chongqing, which can ensure the fresh milk source and provide it in time to meet the needs of consumers.

Disadvantages:

The advertisements of Mengniu and Yili, two dairy giants, have been deeply rooted in people's hearts and won the trust of most consumers.

② Although Tianyou has a local milk source base, compared with Mengniu Yili, the grassland quality in Inner Mongolia of Xinjiang is not so natural. After all, Chongqing belongs to mountains and rivers, and there is no vast grassland. In this regard, we can promote Tianyou Yogurt by fostering strengths and avoiding weaknesses, so as to formulate marketing strategies.

2. Determine the consumer groups. In determining consumer groups, you can set up purchase points in universities and middle schools with boarding schools. If you need to book a dormitory, contact the school for work-study program or recruitment. Let the recruited students be responsible for delivering milk to each dormitory and distributing leaflets for publicity. Through such a series of publicity, let consumers know the taste, characteristics and functions of the products, and try to make them buy them repeatedly, thus forming loyal consumers of Tianyou.

3. Choose advertising media.

① TV: broadcast its promo in prime time or TV advertisement of Chongqing local TV station, and choose prime time to broadcast it on satellite TV station.

(2) Broadcasting: For those groups who have no TV station in taxis and can only listen to the radio, and those groups who have no TV and other equipment in some universities and listen to music radio broadcasts more, their slogans are broadcast at noon and evening in the morning, with a frequency of 3 times per day. The theme is to emphasize that Tianyou vitality yogurt is vitality milk.

(3) Paper newspapers: Advertisements can be placed on traditional paper media such as newspapers, magazines and publications that students usually prefer to read.

④DM media: Sales staff usually send leaflets to the dormitories of various schools one by one to promote students' understanding of Tianyou Vibrant Yogurt and deepen their impression.

⑤ Street sign advertisements: Because the target group has a relatively fixed activity range and spends most of its time on campus, a certain number of street sign advertisements can be selectively erected in and around the campus.

⑥ New media: website video advertisements, vehicle media (such as buses) and building media. Through the dissemination of these new media, we will increase publicity and make people deeply impressed when they walk to work.

Third, creative copywriting

1, advertising content.

(1) A director is shooting a God-bless yogurt advertisement (the prop is only a cup of yogurt). Actors should pick up yogurt after aerobic exercise and pretend to enjoy it. As a result, he took a sip and couldn't stop. He drank all the cups. The director said to start over.

The director had no choice but to ask his assistant to get a new cup. The assistant took an empty bottle to the actor to prevent him from drinking any more. The actor was full of expectation and wanted to drink, but found it empty and shouted, "How is it empty! ? "

The director had no choice but to get a new cup of yogurt by himself. He was about to continue filming when the phone rang and he walked away to answer it. He called an assistant to see yogurt and told the actors not to drink it. The director turned and walked away. As time went on, the assistant stared at the yogurt and looked around. He couldn't help drinking it.

The director didn't know the situation when he came back, so he asked the assistant to hand the yogurt to the actor for shooting. I heard the actor shout again: "Why is it empty again?" Throw the empty cup on the floor.

⑤ Make a close-up of the yogurt landing, and then the flowing effect of the pulp and milk in the yogurt will appear. Finally, the slogan: Tianyou Yogurt, youthful, energetic and attractive!

2. Advertising objectives

The goal of this advertisement is to launch Tianyou's new product, Tianyou Vitality Yogurt, to establish his popularity, get a trial by consumers and establish basic needs.

3. Design advertising strategies

Advertising creativity: emphasize the freshness and vitality of Tianyou Vitality Yogurt.

Creative strategy: adopt the singing strategy of * * *, and strive to emphasize the freshness and vitality of Tianyou Vitality Yogurt creatively, which makes students generally think that fresh milk is more nutritious, and students should sing more vigorously in their upright youth.

Fourth, the expectation of advertising effect.

Evaluation: Before and after the advertisement, the sales situation of Tianyou Vitality Yogurt was recorded, and then the sales situation after the advertisement was recorded, and the effect of the advertisement was compared and evaluated.

Advertising budget: media publicity expenses: 300,000 yuan.

Advertising production cost: 50,000 yuan

Because the advertisement itself is entertaining and funny, it is easy for young consumers to digest and accept it and leave a deep impression on them, so the sales after broadcasting will continue to heat up and bring profits to enterprises.

3. Advertising campaign plan

Advertising theme: The unbearable weight of life-pay attention to miners and care for life. Advertising purpose:

1, arousing social concern and concern for miners.

2. Improve public awareness of life safety and health, and cherish life.

3. Enhance the sense of responsibility of enterprises for miners' safety and act according to law.

Publicity focus: 1. The safety of miners' lives deserves attention. Miners are indispensable and important human resources in heavy industry.

2. The person in charge of the enterprise where miners work must ensure the safety and health of employees and cherish their lives.

3. Advocate to improve the ideological and moral quality of people in the whole society and be useful to society.

Advertising objectives:

1, general public.

2. Illegal mines

Communication principle:

1. Diversification of media and methods.

2. Continuity of communication process.

3. The extensiveness of communication scope.

4. Three-dimensional and lasting communication effect.

Use occasions:

1, television, radio, newspapers, news events and other aspects of media communication.

2. Network communication

3. Outdoor communication

Implementation scheme:

1, a miner victim was pushed into an ambulance by a nurse, and his family was crying.

2. A little girl with dark nails, dressed in rags, holding a photo of the father of the dead miner in her left hand and a broken bowl in her right hand, kneeling and begging from passers-by.

3. A group of miners walked home from work, only with the whitest teeth, but still smiling so brightly!

Print newspaper advertisements:

The first scheme is to hold a public service advertising design competition sponsored by enterprises to publicize news events, and take the winning works as outdoor, newspaper and online advertisements for this publicity.

In the second scheme, the planner provides posters as outdoor advertisements and newspaper advertisements for this promotion, sponsored by the media or enterprises.

4. Advertising campaign plan

First, the advertising commodity XXX brand smart rice cooker

Second, the purpose of advertising.

1, promote named purchase

2, strengthen the characteristics of goods.

3. The influence of communication: as we all know-understood-persuaded-acted.

Third, the market background analysis

(1) Target market: kitchen utensils that must be equipped in every kitchen and household appliances that are essential for every family.

(2) Consumer preference: This product emphasizes appearance+speed+quality+brand.

(3) Method of purchase: frequency, price, place and the most desired quality.

Information channel: people mainly get information through TV advertisements, radio advertisements and posters posted in shopping malls. The media that people rely on most should be the first two.

(V) Competition: At present, the popular brands of this kind of products in the market mainly include:

1, beautiful beauty (China well-known trademark, top ten rice cookers (electric cookers) brands in China)

2. Supor (China well-known trademark, top ten rice cookers in China) brand.

3. Pentium POVOS (China well-known trademark, large enterprise, top ten rice cookers (electric cookers) brands).

4. Panasonic (China famous trademark, world brand, top ten rice cookers).

5. Hemisphere brand rice cookers (Guangdong, top ten rice cookers (rice cookers) brands, Guangdong Hemisphere industry)

6. Aide rice cooker (a well-known trademark in China, the top ten brands of rice cookers in Guangdong Province).

7. Triangle brand (top ten rice cooker brands, Guangzhou Light Industrial Products Group Corporation)

8. Hongpai Hong (China Guangdong Zhanjiang Household Appliances Industry Co., Ltd.)

9. Sanyuan rice cooker (China, Foshan Shengfa Electric Appliance Co., Ltd., top ten rice cooker brands)

Foreign brands mainly take advanced technology as their advantage, but the price is higher, while domestic brands mainly take low price and complete functions as their advantage. The sales situation is that foreign brands have a slight advantage.

(VI) Conclusion: Although it is in a slight situation for the time being, it has broad development prospects and opportunities and challenges coexist. Only by continuous innovation can we be invincible.

Fourth, the field of advertising

Major cities in China

Verb (abbreviation for verb) advertising target

Ordinary family

Sixth, product positioning.

Efficient, fast and fashionable in appearance.

Seven, advertising theme performance and media use

1, TV advertising planning

Use the switching of multiple fast moving pictures, rocket launching, bullet trajectory pictures and other high-speed things to show the characteristics of fast product speed.

2. Personnel arrangement

Camera: Zhu Yakun, Liu Sen

Planning: Su,,

3. Props:

Rice cookers, vegetables, rice, plates, kitchen utensils, clocks and keys.

Eight. budget appropriation

1, props purchased in 50 yuan.

2. Miscellaneous expenses 50 yuan

5. Advertising campaign plan

With the accelerated pace of people's life, people's diet life has been deeply branded with the times. Because instant noodles provide great convenience for everyone, it has become an indispensable food component in many people's lives. When it comes to instant noodles, many people will think of Master Kong, a brand in Taiwan Province Province. Master Kong instant noodles are almost household names in China. Master Kong has created lovely cartoon characters, and built the food kingdom of Master Kong in China market with the image of a healthy and delicious food expert. College students are important consumers of instant noodles. Through a comprehensive investigation and analysis of the product market, we have formulated a set of marketing strategies with the main purpose of improving the market share of Master Kong instant noodles in Zhongyuan Institute of Technology.

market analysis

1. Analysis of sales environment

College students are an important consumer group of instant noodles. As far as our school is concerned, the school implements closed management from Monday to Friday, and the students' activities are basically on campus. Our canteen has a single condition and concentrated eating time. Students are tired of the unchanging taste of meals in the canteen, tired of the troubles of crowding the canteen to grab meals, and naturally choose affordable and convenient instant noodles.

2. Self-analysis and sales comparison

Master Kong's instant noodles are of high quality, and the soup is overflowing. Bowl noodles and bagged noodles are available. More importantly, it has the name of Master Kong. Wei Zeng, chairman of Ding Xin International Group, once said: Many people think that Master Kong's boss is surnamed Kang, but it is not. Kangyi means that we should provide healthy and nutritious food for consumers. The master has the impression of kindness, responsibility and professional achievement among Chinese, and his name has affinity. The use of Master Kong reflects our sense of responsibility.

Master Kong is a brand of instant noodles in China. According to our market survey in the south campus of Zhongyuan Institute of Technology, many people will take Master Kong as their first choice when buying instant noodles. The reason for buying instant noodles is the brand effect and delicious taste. The recent national market survey outside the campus is such data:

Champion: Master Kong's comprehensive market share remains above 34%. Runner-up: Unification.

Third place: Hualong. Fourth place: Nissin. Fifth place: Nong Xin. Sixth place: Fumando. Seventh place: Huafeng. Eighth place: Jin.

Ninth place: Jin Hao Road.

Tenth place: doll.

Although Uni-President, Jinmailang, Baixiang, Haojindao and other brands are in the leading position in the campus market because of the difference in taste and price, Master Kong, a brand of instant noodles in China, still occupies half of the instant noodle market.

3. Consumer analysis

Students are generally inseparable from instant noodles. Under what circumstances do students usually choose instant noodles?

According to our investigation:

Lazy. Many students are too busy studying to eat, or they will choose instant noodles when they see too many people eating in the cafeteria after class.

Pity. Students themselves belong to consumer groups, so eating instant noodles saves money.

People who use computers all day. Many students like playing games or learning computer software. These people are reluctant to leave the computer, and often choose instant noodles as a fast food diet.

A shadow. People who don't like going to the canteen alone will choose instant noodles.

People who really like instant noodles.

Since these people will choose instant noodles more, how can we pay more attention to these people and let them buy more instant noodles when buying instant noodles?

4. Analysis of competitors

According to the investigation of other brands, we know that students choose White Elephant Instant Noodles because of it, and because the prices of these two kinds of instant noodles are positioned in the middle and low grades, which is relative to the fact that they choose these instant noodles because of their low prices. The price is basically fixed at the middle and high-end level. The competition between Jin Mailang and Master Kong is quite fierce. Master Kong attracts students with somersaults, slipperiness, delicious taste and big brand. Moreover, Master Kong made a very comprehensive market survey and analysis when he introduced various flavors of instant noodles. According to the investigation, China people's favorite noodle flavor is beef, followed by ribs and chicken, and the fourth is seafood. After determining the taste of beef, after continuous improvement, tens of thousands of people were invited to try, and finally a product suitable for the public taste was produced. Therefore, Master Kong braised beef noodles are invincible compared with all brands. Let's look at Unity and Jinmailang. Their noodles and materials are also very distinctive, and their sales are also closely behind us. So, where are our characteristics? And how can these enhanced functions promote the sales of Master Kong?