How to write a poster proposal? 4 selected advertising campaign planning articles

How to design a poster with a lot of words to make it eye-catching?

If the poster is not interesting, don’t put too much hope in it. High (bi) level (ge) is what you should pursue. In fact, by adhering to a few principles, the appearance of a poster is still very easy to clean up. 1. The logic is clear and the key points are highlighted. 2. Color: Gray, less. 3. Typesetting: alignment, symmetry.

1. The logic is clear and the key points are highlighted. Take the poster above as an example. The modules are clear and all large paragraphs of text must have titles before they appear! And it needs to be emphasized (bold or change color, depending on your mood). Many times, such posters will have a serial number before the subtitle. There will be a lot of text on the poster because there is a lot of information that must be displayed. But for a single audience, only a certain part of the information may be of interest. The design of the poster is to ensure that even if the other party cannot read the required information at a glance, they can at least see where it is. Text other than the title can be used as part of the background to enhance the atmosphere. You can also put part of the text into a table or even a picture. Just choose simple and commonly used fonts, so as not to affect reading. Selected advertising campaign planning 4 articles Selected advertising campaign planning 4 articles 1. Company publicity and promotion As a newly established advertising company, it must be good at publicity and promotion, shape its own brand, and expand its influence. 1. According to the company's business positioning, equip some experienced salesmen in the industry, who will bring certain business relationships to the company. 2. Locate the company’s mainstream customers. You can learn from local newspapers and media which companies invest heavily in advertising, such as real estate, schools, government and enterprise units, decoration companies, medicine, etc. Get to know all these companies and create a company business promotion based on their psychological characteristics. For slips or business cards, the form can be appropriately innovative. For high-quality large companies, the business manager should personally visit, find the person in charge of their advertising, communicate with them, and reflect the company's professionalism and price competitiveness. 3. It is recommended to create a unique business in the office, requiring a low price, attracting people, and keeping the staff busy, so that big customers will not feel that business is light when they come to the office. Such as color printing, photocopying, etc. 4. Create news highlights and topics. Actively participate in some large-scale activities, such as charity activities or naming activities such as technical support and advertising support, to enhance the company's visibility. 5. Make TV promotional videos. Produce a novel company image promotional video to be played on buses or TV media. 6. Pay attention to newspapers, learn about large-scale events in the city, and find relevant organizers in a timely manner to visit and distribute leaflets, such as RV Festivals, collective decoration displays, expos, etc. 7. Many small businesses can go to commercial-intensive markets and shopping malls to distribute some business cards and post some leaflets in eye-catching places in those markets. There are many big brands in markets such as hardware, mechanical and electrical, building materials, furniture, and food. You can communicate with them. Contact their agent. 8. Use newspapers for publicity. Advertise in the company's existing newspaper resources and continue to follow up on the company's brand building. 9. Online promotion. The use of the Internet for publicity and promotion activities is independent, flexible, and has a large coverage rate. There are many channels and methods for online promotion. It is very important to formulate a systematic and highly operable online promotion plan. 2. The internal operation process of the company 1. A professional advertising company provides customers with "advertising" products. Its services generally include the following five parts: (1) Marketing research (mainly market research and marketing analysis) (2) Creativity ( 3) Production of advertisements (4) Business communication (with clients, production companies, research companies, etc.) (5) Media purchase 2. The release of advertising works must go through the following steps: (1) The advertiser entrusts an advertising agency to formulate an advertising plan (2) Advertising agencies produce advertisements according to their needs (3) Communicate to consumers through the media (4) Make consumers purchase or form certain cognitions 3. Service process of advertising companies: (1) AE (customer service personnel) Through the understanding of the market and advertisers, the advertisers' needs and desires for advertising are conveyed to the advertising company, and the company's capabilities and the information that it wants to undertake business are conveyed to the advertisers. The advertising company will go through advertising planning meetings, advertising performance Meetings and production meetings form marketing and creative strategies, communicate with advertisers and gain approval, then create ads and buy media. (2) Customer briefing meeting. Participants in the customer briefing meeting include: customer service personnel, market research personnel, and creative personnel. The general manager or deputy general manager of business should attend the briefing meeting.

(3) The first proposal meeting of the advertising company is within the advertising company. (4) Through the strategy development process, the company gradually forms an advertising strategy for the products or services entrusted by the customer. Advertising strategy includes: target audience, creative strategy, media strategy, execution plan, schedule and advertising budget. The advertising agency's strategy committee reviews its strategy. The strategic review committee is composed of department heads and senior personnel from each advertising company. The purpose of the review is to ensure the accuracy and executability of the strategy, thereby ensuring the quality of the advertising company's products. The most important product of an advertising agency is creativity. (5) At the formal proposal meeting, the advertising company proposes relevant plans for the advertising business entrusted by the client and obtains the consent of the advertiser. Proposals can be divided into annual plans or single activity plans. The advertising company's proposal is a summary of all activities before the proposal meeting to show its importance to the client's business. After the proposal is approved by the client, a communicative investigation of its strategies and ideas must be conducted, including concept testing, script testing, and effect testing. The purpose of an advertising agency is not to pass proposals, but to ensure the quality of services and win the long-term trust of customers. (6) The last stage is the execution stage of advertising. ? Advertising activities also include: media placement, advertising effect monitoring, consumer feedback, etc. Thoughts on the activity of clearing roadside small advertisements. The theme of our activity is to clear the guardrails on both sides of the road and the small advertisements on the railings. We made an appointment together and came to the side of the road. At a glance, there were small advertisements everywhere. These advertisements were glued on. There were so many and they were very difficult to remove. You can only use a small shovel and brush to scrape and rub it little by little. In this cold winter, we activists worked together with small shovels, brushes and other tools to carry out advertising removal activities on walls and telephone poles along the street and roadside. We got very emotional and attacked the little ads. We said something to each other, and we talked while cleaning up: "Everyone participates in volunteer services together, not only exercises the body, but also beautifies the environment. It really kills two birds with one stone." "These people who post random small advertisements are so unqualified. Who can trust such a product if they only want their own convenience and do not consider the social impact? Besides, small advertisements are really like 'psoriasis', which invisibly increases the burden on cleaners. "I saw some small advertisements that are very difficult to remove. The volunteers patiently tore it apart bit by bit with their hands and used small shovels to shovel these nasty little advertisements. We sprinkled water and brushed the telephone poles vigorously. After a while, our arms became sore, and our hands were numb and painful, but no one complained about the suffering or tiredness. After a few hours of activity, our bodies and hands turned black, and our fingers became red from tearing off small advertisements too hard, but the walls and telephone poles along the street became tidy. Although we are a little tired, our hearts are sweet and satisfied. This activity taught me how to cherish the fruits of other people's labor. I sincerely hope that those who post small advertisements will stop posting small advertisements randomly and cherish our environment. It also made me understand that beautifying the environment and caring for our home really requires the joint efforts of everyone. Community workers and volunteers alone are not enough. Only by mobilizing the whole society to participate can we achieve good results. Let us all act together to clean our homes together. In the future, I will participate in more volunteer activities and contribute my meager strength to society. Continue to carry forward the volunteer spirit of “dedication, friendship, mutual assistance, and progress”. 1. Advertising Objectives (1) Objectives proposed by the club: This advertising campaign aims to increase the club’s brand awareness in the Hangzhou Cultural and Educational District, open up the college student market segment, expand market share, enhance the club’s brand reputation, and cultivate target consumers Outdoor sports consumption concept. (2) Forecast achievable goals: 1. The market share of college students in the segment is higher than that of ordinary travel agencies; 2. The club’s brand awareness reaches a certain level and it becomes a leader in the market segment. (3) The goals of this advertising campaign: 1. Through three months of marketing promotion and advertising promotion activities, the club’s market share in the market segment will increase to 50%; 2. The club’s brand awareness will reach more than 80% and a certain brand will be formed. Loyalty; 3. The membership development scale reaches 500 people. 2. Target market positioning strategy Based on certain market research and combined with the club’s own characteristics, we have segmented the club’s target market as follows: (1) People positioning: young people aged 18 to 28 who are energetic and interested Extensive, full of passion, and willing to accept challenges, he is the most important participant in outdoor sports. The first target consumer t: college students.

College students are a market segment with distinctive personalities and outstanding characteristics. This market segment is basically between the ages of 18 and 25. They are young, energetic, adventurous, dare to accept challenges, and have relatively abundant free time. They are outdoor The ideal consumer market for sports. The second target consumer t: young people who are already working. This group of people t is also young and energetic, and has a certain financial foundation, but has limited free time, so they can be the club's secondary target. (2) Regional positioning: Main promotion areas: various higher education institutions in Hangzhou. West Lake Cultural District, Xiasha Higher Education District, Zhejiang University Zijingang Campus, etc. Other promotion areas: Hangzhou old urban area. There are six districts: West Lake, Shangcheng, Xiacheng, Gongshu, Binjiang and Jianggan. 3. Club positioning strategy Based on the statistical analysis report of the "Questionnaire Survey on the Current Situation of Outdoor Sports for College Students in Hangzhou" and the Analysis Report on the Development Status of Outdoor Sports Clubs in Hangzhou, the XXXX Outdoor Sports Club is positioned as follows. (1) Product positioning Club business scope: 1. Group activities: According to the statistical analysis report of the "Questionnaire Survey on the Current Situation of Outdoor Sports for College Students in Hangzhou", college students basically choose the duration of activities to be 1 to 2 days, accounting for about 51%; secondly 3~4 days, accounting for 34%; only 15% choose activities over 5 days. Students are generally willing to choose short-distance travel, which generally does not exceed 4 days. In addition, when Hangzhou college students choose travel destinations, other provinces and Zhejiang Province are the most popular, followed by areas around Hangzhou and provinces surrounding Hangzhou. There are two main reasons for this analysis. First, college students in Hangzhou have misunderstandings about the outdoor sports resources in the surrounding areas of Hangzhou. They think that there is nothing interesting in the surrounding areas of Hangzhou and they are all fully developed attractions. In fact, this is not the case. The area near Hangzhou is hilly and full of mountains, rivers, valleys and waterfalls, and is yet to be developed. It is an ideal place to carry out outdoor sports and expand wild survival. Secondly, college students are brave enough to meet challenges, have an adventurous spirit, and are eager to travel far. Due to the geographical location of Hangzhou and its surrounding provinces, it does not meet the ideal travel destination requirements of college students. In response to this situation, the first thing we have to do is to change the target consumers' understanding of the outdoor sports resources in the surrounding areas of Hangzhou, and develop short-distance travel routes in the surrounding areas of Hangzhou that meet the tastes of the target consumers. This requirement mainly refers to the duration of the trip and is in line with the needs of college students. For short-distance routes within 4 days, the areas around Hangzhou and surrounding provinces are undoubtedly the first choice due to their close distance. Secondly, appropriate medium and long-distance travel routes should be developed in Zhejiang Province, especially in eastern Zhejiang, southern Zhejiang and western Zhejiang; other provinces such as Tibet, Qinghai, Xinjiang, Yunnan, etc., combining long and short routes to meet the needs of some students for hiking. The survey also shows that mountaineering and camping are the two most popular consumer items among college students, both reaching over 70%; followed by rafting, caving, and river tracing, ranging between 30% and 50%; climbing, diving, and hiking are also preferred Between 20% and 30%; rappelling has the lowest selection ratio due to its high technical requirements and high degree of danger. The financial ability of college students determines the affordable activity expenses. 63% of college students can afford less than 250 yuan; 31% of college students can afford expenses of 251 to 450 yuan; only 7% can afford more than 450 yuan. The affordability of the cost can also reflect that it exactly meets the needs of target consumers for short trips within 4 days. Based on the above analysis, as the most important business project of XXXX, group activities should mainly focus on short-distance routes. The activity duration is generally two days and one night, two days and two nights, and the activity content is mountaineering, camping, rafting and other activities that college students are more interested in. Mainly projects. At the same time, in order to meet the needs of some students for medium and long-distance travel, long-distance routes outside the province will be opened appropriately. 2. Retail and rental of outdoor products: The survey shows that most college students own no basic outdoor sports equipment and need to rent or borrow it. This group accounts for 58%. Secondly, even if they own some outdoor sports equipment, they still need to rent or borrow it. Secondly, even if they own some outdoor sports equipment, they still need to The high cost of basic supplies makes it necessary to buy some of them, most of which are hiking shoes and backpacks; as for tents, sleeping bags, rainproof jackets and pants, there are very few owners. In response to the above situation, the club mainly sells bulk outdoor equipment such as mid-range and practical mountaineering shoes and mountaineering bags in the retail of outdoor products, while also appropriately operating some outdoor sports and leisure clothing. In addition, since most of the target consumers own no basic outdoor sports equipment and need to rent or borrow it, the club carries out rental of related outdoor equipment, among which tents, sleeping bags, moisture-proof mats, mats, barbecue equipment and other items are in greater demand. Mainly tools.

(2) Price positioning The financial ability of college students determines the affordable activity expenses. The survey reflects the degree to which college students can bear different levels of expenses. 63% of students can afford less than 250 yuan; 31% can afford 251 to 450 yuan. Cost; only 7% can afford more than 450 yuan. In view of the financial ability of college students, our club pricing strategy should be based on high quality and low price, highlighting affordability, practicality and practicality. Advocate to enjoy mid-to-high-end products at mid-to-low-end prices. (3) Club image positioning 1. Explanation of the name of XXXX: XX is a feat of human beings. Anyone who has gone through XX is a hero. Outdoor sports have their own adventure, difficulty, unpredictability, and require a strong will. Superman His courage is consistent with XX's spirit of challenging nature and defeating himself. Red symbolizes youth, passion and vitality, and embodies the spirit of contemporary college students who are energetic, enterprising and dare to challenge themselves. 2. The club’s personality image positioning: young, active and passionate 3. The club’s quality positioning: confidence, bravery, perseverance, integrity, cooperation 4. The club’s core advertising slogan: Trymybest! 5. Interpretation of the core concept of the club: XXXXtrybest focuses on self-development and provides meticulous, thoughtful and personalized services to every customer; Youtrybest challenges nature, refines oneself, conquers oneself, and lets oneself fly. Four advertising appeal strategies (1) Advertising appeal targets The first appeal target: XXXX’s advertising appeal targets are mainly university students in Hangzhou. These people are basically between the ages of 18 and 25. They are young, energetic, adventurous, willing to accept challenges, and have a strong interest in outdoor sports. At the same time, college students take the school as a unit and are densely populated, making it easy to carry out concentrated advertising activities. The second target of appeal: young people who are already working. The target audience for this part of the appeal is mainly between 18 and 28 years old. They are young, restless, active, and have certain financial strength. They are also important target consumers of the club. (2) Key demands: Trymybest! Interpret XXXX Outdoor Sports Club Trymybest by showing the club's passionate, young and active personality, its qualities of confidence, bravery, perseverance, integrity and cooperation, as well as the challenge and excitement of outdoor sports! The core concept allows target consumers to perceive the personalized charm of the club. (3) Appeal method In view of the characteristics of the advertising appeal object, the advertisement adopts the perceptual appeal method, which is characterized by "moving people with the situation" by creating a rational and substantial artistic conception picture, stimulating the sensory system of the target consumers and guiding them into a kind of appeal. Romantic state. The expressive language of perceptual appeals is full of stimulation and agitation, which can influence the associative psychology and dreamy psychology of target consumers, and is quite influential among young people. Five Advertising Performance Strategies (1) Advertising Theme Based on the focus of the advertising appeal, the advertising theme of XXXX is extracted as: Trymybest! By showing the passionate, young and active personality image of XXXX Outdoor Sports Club, the qualities of confidence, bravery, perseverance, integrity and cooperation as well as the challenge and excitement of outdoor sports, we finally interpret Trymybest! core concept. (2) The advertising creative strategy starts from multiple perspectives such as the connotation of the name XXXX and the characteristics of outdoor sports, and carries out a series of associations. Through the creative combination of various abstract and concrete objects, the advertising theme is effectively expressed. The advertising creativity focuses on reflecting the core of the club. Concept, quality and personality image positioning. (3) Advertising performance requirements style: COOL, sporty, energetic, passionate, tone: passionate and exciting, romantic tone: bright and jumping. Six advertising media strategies (1) The overall advertising media strategy starts from the media contact habits of target consumers and rationally selects advertising media. , effectively integrate media to achieve the best publicity effect at the most economical cost. (2) Advertising area selection: Based on the target consumption area positioning, the main advertising areas are the higher education institutions in Hangzhou, followed by the six districts of Hangzhou. (3) Media selection: Based on the media contact habits of target consumers and relevant media indicators in Hangzhou, the following media are selected for advertising: TV media: Hangzhou Cable TV Station, newspaper media: Youth Times, street signs, bus shelters: Wen 1st Road, Jigong Road posters, Flyers: Information columns of major universities (4) The media combination is mainly based on Hangzhou Cable TV and Youth Times, which have high coverage and influence among young people, and launches an advertising campaign. At the same time, advertising on street signs and bus shelters is supplemented by posters, Flyers penetrate.

(5) Release frequency XXXX plans to implement high-frequency releases first to penetrate the college student market segment with a rapid and powerful offensive, increase the club’s visibility in the short term, and expand market share; then release low-frequency releases in order to last for a long time and always remind Target consumer strategies.

1. Background of the event: In this 21st century, where talents are abundant and the employment situation is becoming increasingly severe, good ideas can be used as the key to self-promotion and promotion, and are increasingly valued by people. As a contemporary college student, in addition to having solid professional knowledge, good advertising planning skills are also indispensable. Undoubtedly, advertising creativity (theory) learning activities are a good way to cultivate students' advertising planning abilities and enhance advertising creative thinking and innovative thinking. Holding this event will play an important role in improving students' creative thinking in advertising and can improve their overall quality.

2. Activity theme: "Cultivate advertising appreciation ability, improve advertising creative thinking ability, learn to discover business opportunities in daily life, and learn to capture the details of life."

Three p activity time, Venue: Time: 7:00-9:00 pm on December 12th Venue: Shuxiangge Academic Lecture Hall

IV. Organizer: Federation of Societies and Entrepreneurship Association, Law Society and Liberal Arts Branch Youth League Committee, Student Union< /p>

5. Target audience: key members of the Federation of Societies, members of the Student Union of the School of Liberal Arts, members of the Law Society, all members of the Entrepreneurship Association, and college students who are interested in creative advertising and entrepreneurship.

6. Activity method: This activity is mainly about appreciating advertising videos. For the first time, Sina Weibo Interactive Concept will be used to start the on-site interactive session of the event, boosting the atmosphere on site. The advertising video will analyze the essence and soul of advertising from eight levels: creativity, spoof, touching, public welfare, classic love, star effect, brand advertising, and game advertising visual effects.

7. The specific process of the event: 1. The host of the event, Sun Qingqing, introduced the guests present at tonight’s event, the event background, the event theme and the event method. 2. Dai Xiao, President of the Entrepreneurship Association, gave the opening speech of the event 3. He Dalong, Chairman of the Student Union of the School of Liberal Arts, delivered a speech 4. Dong Zhiwei, Vice Chairman of the Student Union and Executive Director of the Social Federation, delivered a speech 5. Sun Qingqing, the host of the event, made a simple introduction to the first link of the advertisement After the introduction, the creative link advertisement and advertising video will be played to analyze the essence and soul of advertising from eight aspects: creativity, spoof, touching, public welfare, classic love, star effect, brand advertising, and game advertising visual effects. For the first time, Sina's meager interactive concept will be used in ad viewing video activities. The audience will be encouraged to express their feelings through text messages after each ad viewing. After each ad viewing in the second link, viewers will be selected from the text messages of feelings sent by the audience. Several real and representative ones are read to realize on-site interactive communication. 6. In the middle of the advertising video appreciation activity, carry out a learning session on advertising creative pictures to stimulate the audience's visual experience. (Exquisite event posters, event banners and sponsor event pictures can be interspersed in the middle) 7. Continue to enjoy the advertising video until the end. Representatives from the School of Liberal Arts and the Entrepreneurship Association commented on the creative advertising videos and put forward their own feelings, opinions and opinions, and everyone communicated with each other. 8. Select the text messages that actively participated in the interactive activities tonight, and provide sampling rewards to the viewers who actively participated in the activities. And invited guests that night to present awards to the winning audience. 9. Finally, the audience representatives, representatives of the Federation of Social Social Sciences, representatives of the School of Liberal Arts, and representatives of the Entrepreneurship Association will make concluding remarks.

8. Activity publicity plan: 1. Activity banners: two, with the content of "Advertising Creativity (Theory) Learning Activities" (hanging in front of the materialization building of the department and in the three dormitories of the School of Liberal Arts) 2. Hand-painted There are 5 posters, which are posted in 5 locations: Huixinyuan Canteen, Shuxiangge Canteen, the publicity board opposite the school’s ATM, and the publicity boards of the third and eighth dormitory buildings. A color-printed poster is posted on a display board at the intersection of the Economic and Management Building.

(Classic advertising creative pictures can be selected for hand-painted and color-printed posters) 3. Event promotion time is December 8th-12th

9. Event award settings: points or redeemable coupons for sponsor products will be used as the night of the event. Prizes

10. Activity budget: Banner: 4*6*2=48 yuan Material copying fee: about 12 yuan Mineral water: 10 yuan Activity prizes: about 40 yuan Sponsorship Transportation cost: about 10 yuan The estimated cost is about 120 yuan. Advertising AE's proposal and selling manuscripts: Advertising AE must have the ability to sell manuscripts and proposals. What exactly is selling manuscripts? What are the processes? Thank you for what the poster said. The ability to sell manuscripts and proposals is the same thing. It is to independently plan, market, and serve in one. First of all, you must know where the selling points are. You must know how to think and solve problems from the perspective of a leader. You must have good resource integration capabilities for the media. Advertising A large part of AE work is paper-work. Customer communication starts with a strategic communication meeting with the customer. The AE is responsible for organizing the meeting minutes (steps, deadlines and responsibilities of cooperation). After the meeting with the customer, there is usually an internal meeting of the company. (There should also be minutes of the meeting). Finally, there are phone calls and on-site visits to form a report on paper. In the process of serving customers, it is also necessary to make a progress schedule to inform customers of the status. The progress schedule generally refers to the detailed working time arrangement. If you are a client of a brand agency, the work on the schedule still needs to be signed and confirmed by both parties: Oh! It turns out that this is what needs to be done. Generally speaking, the weekly work report is sent to the client at noon every Monday, and then the company communicates by phone every day to confirm the progress of the work. Work orders, etc. When the customer needs are clear, AE will start placing orders (creative work orders). For example, if you want to make a poster, detailed information and requirements must be reflected on the work sheet. Others include research work orders and media placement orders. The point of a work order is to recognize the legality of the work. Only when the work order is filled out will the work be supervised and recognized by the finance department. Once you have a job card, try to avoid explaining things verbally and emphasize the legality of the job. Work orders generally have financial corresponding numbers, and the project costs can be easily known when the financial settlement is completed. Problems with attitude positioning: What advertising companies sell is professionalism, which is also a product. Stay conscious of professional development. Determine the time, location, personnel, content, and equipment (projector, etc.) of the meeting before and after the proposal meeting. There are also strategies for presentation. In addition to recording the situation during the meeting, the AE must also clarify the knowledge and conclusions of the meeting. It is best to have a review after the meeting: Was the purpose achieved? If it fails, what went wrong: the details of the proposal, or a professional error. In addition, it is best to send the outline of the proposal to the client first so that the client can understand the content. You can't call customers over and waste everyone's time together. If the proposal is approved, AE's job becomes collecting money and issuing invoices. There is also the need to evaluate the cost of a certain link of work and consider outsourcing it. After sending the finished manuscript to the client, go to the finance department to intercept the card to indicate that the work is over. Then open a requisition form and issue the invoice to the customer. Collection within 45 days. Pay attention to document archiving (electronic and paper-work). During the proposal process, pay attention to all ideas and ensure that the direction is correct. Allow the client to speak only after I have fully expressed my thoughts. When the customer is talking, do not interrupt the customer's train of thought. Be true to your word, but don't give the client something you don't know and haven't carefully considered. Example of failure: Orange Duo planned to increase investment during the World Cup. A female AE in Beijing X Tang said that the Chinese team played poorly. As a result, the customer said, oh, is that so? The project was abandoned. Later, I spent a lot of effort to convince customers, but the amount of investment was reduced a lot