What are the requirements for writing ads?

Advertising is a very broad field, and I offer my views on advertising copywriting and planning. 1. How to write advertising copy. Requirements and composition of advertising copy

(1) Requirements for advertising copy

1. Accurate specification and clear theme

Accurate specification is the most basic requirement in advertising copywriting. To achieve effective expression of advertising themes and advertising creativity and effective dissemination of advertising information, the language expression in advertising copy must be standardized and complete to avoid grammatical errors or incomplete expressions. Secondly, the language used in the advertising copy must be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy must conform to language expression habits and cannot be copied mechanically or create unknown vocabulary yourself. Fourth, the language in advertising copy should be as popular and popular as possible, and avoid using unfamiliar and overly professional words.

2． Be concise, concise and concise

Advertising copy should be concise, concise and summarized in the use of text and language. First of all, it is necessary to express the essence of the advertising product in as few words and words as possible to achieve effective dissemination of advertising information. Secondly, concise and concise advertising copy can help attract the attention of advertising audiences and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted by long sentences.

3. Vivid images, express creativity

Vivid images in advertising copy can attract the audience's attention and stimulate their interest. Foreign research data shows that: the percentages of text and images that can attract people's attention are 22% and 78% respectively; the text that can evoke memory is 65% and the image is 35%. This requires using lively, novel and unique language when creating copywriting, and at the same time supplementing it with certain images.

4. Pleasant, smooth, catchy and easy to remember

Advertising copy is the overall concept of the advertisement. For the advertising language that appeals to the auditory, attention should be paid to being beautiful, smooth and catchy, so that it is easy to recognize, remember and remember. Communication, thereby highlighting the advertising positioning, well expressing the advertising theme and advertising creativity, and producing good advertising effects. At the same time, we should also avoid excessive pursuit of language and phonological beauty, while neglecting the theme of the advertisement, copying it mechanically, being far-fetched, and damaging the meaning because of the text.

(2) The composition of advertising copy

Advertising copy should be composed of advertising title, advertising text, advertising slogan, advertising image and advertising sound.

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence.

Advertising title: It is the theme of the advertising copy and is often the focus of the advertising content. Its function is to attract people's attention to the advertisement, leave an impression, and arouse people's interest in the advertisement. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: information type, question and answer type, imperative type, news type, slogan type, suggestive type, wake-up type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding and to convince people. When writing advertising text, the content should be realistic and easy to understand. No matter what theme or style is used, the main information must be captured and described in a concise and clear manner.

Advertising slogan: Slogan is strategic language. The purpose is to use repeated and identical expressions to distinguish other corporate spirits and enable consumers to grasp the personality of goods or services. This has become an indispensable element for promoting products. Common forms of advertising slogans: association, metaphor, promise, reasoning, praise, and imperative.

When writing advertising slogans, you should pay attention to conciseness, clear language, originality and interest, easy to remember, easy to read and catchy. 2. How to write an advertising plan and a detailed planning book model for your reference.

Advertising planning book Model

According to the key points of the advertising plan, with reference to the general model of the marketing plan and the format of the advertising plan summarized by many advertising planners in practice, we provide readers with the following content of the advertising plan With the general pattern of structure,

Cover: A complete advertising plan text should include a cover with exquisite layout and complete elements to give readers a good first impression. impression.

Advertising planning team list: Providing the advertising planning team list in the planning text can show the advertiser the degree of formalization of the advertising planning operation, and can also express an attitude of being responsible for the planning results.

Table of contents: In the table of contents of the advertising plan, the titles of each part of the advertising plan should be listed. If necessary, the relationship between the parts should be shown in a concise chart. On the one hand, it can make the planning text appear formal. , standard, on the other hand, it also allows readers to easily find the content they want to read according to the catalog.

Foreword: In the preface, the purpose of the advertising plan, the process, the main methods used, and the main content of the plan should be summarized so that advertisers can have a general understanding of the advertising plan.

Text: Part One: Market Analysis: This part should include all the results of the market analysis conducted during the advertising planning process to provide a persuasive basis for the subsequent advertising strategy part.

1. Marketing environment analysis

1. Macroscopic constraints in the corporate marketing environment.

(l) The macroeconomic situation of the region where the enterprise’s target market is located: ?6?1 Overall economic situation? 6?1 Overall consumption trend? 6?1 Industrial development policy

< p> (2) Political and legal background of the market:?6?1 Are there any favorable or unfavorable political factors that may affect the product market?6?1 Are there any favorable or unfavorable legal factors that may affect the sales and advertising of the product? < /p>

(3) The cultural background of the market? 6? 1 Are there any conflicts between the company’s products and the cultural background of the target market? 6? 1 Will consumers in this market feel that the products are not in line with their culture? And reject the product?

2. Micro-restrictive factors in the marketing environment:?6?1 The relationship between the enterprise's suppliers and the enterprise?6?1 The relationship between the product marketing intermediaries and the enterprise

3. Market overview.

(1) Market size:?6?1 Sales volume of the entire market?6?1 Maximum sales volume that the market may accommodate?6?1 Total number of consumers?6?1 Total number of consumers Purchase volume?6?1 Changes in the above factors in the past period?6?1 Trend of future market size

(2) Market composition:?6?1 The main components of this market The brand of the product? 6? 1 The market share occupied by each brand? 6? 1 The dominant brand in the market? 6? 1 What are the brands that compete with this brand? 6? 1 What is the changing trend of the market composition in the future?

(3) Characteristics of market composition:?6?1 Is the market seasonal?6?1 Is it temporary?6?1 Is there any other outstanding characteristics?

4. Summary of marketing environment analysis: (1) Opportunities and threats (2) Strengths and weaknesses (3) Key issues

2. Consumer analysis

1. The overall consumption trend of consumers:?6?1 Existing consumer fashion?6?1 Characteristics of various consumers consuming this type of product

2. Analysis of existing consumers.

(1) The composition of existing consumer groups,?6?1 The total number of existing consumers?6?1 The age of existing consumers?6?1 The occupation of existing consumers?6 ?1 Income of existing consumers?6?1 Education level of existing consumers?6?1 Distribution of existing consumers

(2) Consumption behavior of existing consumers,?6 ?1 Motives for purchasing? 6? 1 Time of purchase? 6? 1 Frequency of purchase? 6? 1 Quantity purchased? 6? 1 Place of purchase

(3) Attitudes of existing consumers, ?6?1 Degree of love for the product?6?1 Degree of preference for the brand?6?1 Degree of awareness of the brand?6?1 Degree of named purchase of the brand?6?1 Degree of satisfaction after use?6? 1 Unmet needs

3. Potential consumers.

(1) Characteristics of potential consumers,?6?1 Total amount?6?1 Age?6?1 Occupation?6?1 Income?6?1 Educational level

(2) The current purchasing behavior of potential consumers,?6?1 Which brands of products are they buying now?6?1 What is their attitude towards these products?6?1 Is there any new purchase plan?6?1 Is it possible to change The brand you plan to purchase?

(3) The possibility that potential consumers will be attracted by this brand,?6?1 What is the attitude of potential consumers towards this brand?6?1 How well are potential consumers’ needs satisfied? ?

4. Summary of consumer analysis.

(1) Existing consumers,? 6? 1 Opportunities and threats? 6? 1 Strengths and weaknesses? 6? 1 Important issues

(2) Potential consumers,? 6.1 Opportunities and threats, 6.1 Strengths and weaknesses, 6.1 Main problem points,

(3) Target consumers, 6.1 Characteristics of target consumer groups, 6.1 Goals What are the unique needs of consumer groups? 6?1 How to meet their needs?

3. Product Analysis

1. Product feature analysis.

(1) Product performance,? 6? 1 What are the performance of the product? 6? 1 What is the most outstanding performance of the product? 6? 1 What is the performance of the product that best meets the needs of consumers? 6 ?1 Which performance of the product cannot meet the needs of consumers;

(2) Quality of the product, ?6?1 Is the product a high-quality product? 6?1 Consumer satisfaction with product quality To what extent?6?1 Can the quality of the product continue to be maintained?6?1 Is it possible for the quality of the product to continue to improve?

(3) The price of the product,?6?1 Is the product price lower than that of similar products? What level does it belong to?6?1 How well does the price of the product match the quality of the product?6?1 How do consumers understand the price of the product?

(4) The material of the product,?6?1 Product What are the main raw materials? 6? 1 Is there anything special about the material of the product? 6? 1 How do consumers understand the material of the product?

(5) Production process,? 6? 1 Does the product pass What kind of production process is used? 6?1 Is there anything special about the production process? 6?1 Do consumers like the products produced through this process?

(6) The appearance and packaging of the product, ?6?1 Are the appearance and packaging of the product commensurate with the quality, price and image of the product?6?1 Are there any defects in the appearance and packaging of the product?6?1 Are the appearance and packaging eye-catching among similar products on the shelf?" ?6?1 Are the appearance and packaging attractive to consumers?6?1 How do consumers evaluate the appearance and packaging of the product?

(7) Comparison with similar products,?6?1 In What are the advantages in terms of performance? What are the disadvantages? 6?1 What are the advantages in terms of quality? What are the disadvantages? 6?1 What are the advantages in terms of price? What are the disadvantages? 6?1 What are the advantages in terms of materials? What are the advantages? Shortcomings? 6?1 What are the advantages in terms of technology? What are the shortcomings? 6?1 What are the advantages in consumer perception and purchase? What are the shortcomings?

2. Product life cycle analysis.

(1) The main signs of the product life cycle (2) What life cycle the product is in (3) The company's understanding of the product life cycle

3. Analysis of the brand image of the product.

(1) The image the company gives to its products? 6? 1 Does the company consider the image of the product? 6? 1 What is the image the company designs for its products? 6? 1 Does the company design the image for its products? What is reasonable? 6?1 Does the company convey the product image to consumers?

(2) Consumers’ perception of the product image? 6?1 What do consumers think of the product image? 6?1 Does the image perceived by consumers match the image set by the company? 6?1 What are consumers’ expectations for the product image? 6?1 Is there any problem with the product image in terms of consumer perception?

4 .Product positioning analysis.

(1) The expected positioning of the product? 6? 1 Does the company have any assumptions about the product positioning? 6? 1 What is the company’s vision for the product positioning? 6? 1 Does the company have any unreasonable positioning for the product? 6.1 Does the company convey product positioning to consumers?

(2) Consumers’ perception of product positioning, 6.1 What do consumers think of product positioning? 6.1 Consumption Is the positioning perceived by consumers consistent with the positioning set by the company? 6?1 What are consumers’ expectations for product positioning? 6?1 Is there any problem with product positioning in terms of consumer perception?

(3 )The effect of product positioning,?6?1 Has the product positioning achieved the expected effect?6?1 Is there any difficulty in product positioning in marketing?

5. Summary of product analysis.

(1) Product characteristics,?6?1 Opportunities and threats?6?1 Strengths and weaknesses?6?1 Main problems

(2) Product life cycle?6 ?1 Opportunities and Threats?6?1 Strengths and Weaknesses?6?1 Main Problems

(3) Product Image,?6?1 Opportunities and Threats?6?1 Strengths and Weaknesses?6? 1 Main Problems

(4) Product Positioning, 6.1 Opportunities and Threats 6.1 Strengths and Weaknesses 6.1 Main Problems

4. Enterprises and Competition Analysis of competitors’ competitive situation

1. The company's position in competition. ?6?1 Market share?6?1 Consumer awareness?6?1 The company's own resources and goals

2. The company's competitors. ?6?1 Who are the main competitors?6?1 Basic information about competitors?6?1 Advantages and disadvantages of competitors?6?1 Competitors’ strategies

3. Enterprises and competitors comparison. ?6?1 Opportunities and threats?6?1 Strengths and weaknesses?6?1 Main problems

5. Advertising analysis of enterprises and competitors

1. Enterprises and competitors An overview of past advertising campaigns. ?6?1 Time of implementation? 6?1 Purpose of implementation? 6?1 Cost of investment? 6?1 Main content

2. The target market strategy of the enterprise and competitors’ past advertising. ?6?1 What kind of target market is the advertising campaign targeting? 6?1 What are the characteristics of the target market? 6?1 What is reasonable? 6?1 What is unreasonable?

3. Product positioning strategies of enterprises and competitors.

4. Past advertising appeal strategies of enterprises and competitors,?6?1 Who is the target of the appeal?6?1 What is the focus of the appeal?6?1 What is the appeal method

5 .The past advertising performance strategies of enterprises and competitors? 6?1 What is the advertising theme, what is reasonable? What is unreasonable? 6?1 How is the advertising creativity, what are the advantages? What are the shortcomings?

6. Past advertising media strategies of enterprises and competitors? 6?1 What is the media mix, what is reasonable? What is unreasonable? 6?1 What is the frequency of advertising release, what are the advantages? What are the advantages? Deficient?

7. Advertising effect.

?6?1 What is the effect of advertising on consumer cognition?6?1 What is the effect of advertising on changing consumer attitudes?6?1 What is the effect of advertising on consumer behavior?6?1 What is the effect of advertising on direct promotion? What is the effect? ??6?1 What is the effect of advertising in other aspects? 6?1 What is the effectiveness of advertising investment?

8. Summary. ?6?1 Competitors’ advantages in advertising?6?1 The company’s own advantages in advertising?6?1 The content that the company should continue to maintain in its past advertising?6?1 The outstanding disadvantages of the company’s past advertising

< p>Part 2 Advertising Strategy

1. Advertising objectives: 1. Goals proposed by the enterprise 2. Achievable goals based on market conditions 3. Statement of advertising objectives

2. Target market strategy

1. Analysis and evaluation of the company's original market perspective.

(1) The market that the company originally faced, 6.1 Characteristics of the market, 6.1 Market size

(2) Evaluation of the company’s original market perspective, ?6?1 Opportunities and Threats?6?1 Strengths and Weaknesses?6?1 Main Problems?6?1 The Necessity of Re-making Target Market Strategy Decisions

2. Market segmentation. (1) Criteria for market segmentation, (2) Characteristics of each market segment, (3) Evaluation of each market segment, (4) Market segments that are most valuable to the enterprise,

3 .The company's target market strategy. (1) Basis for target market selection, (2) Target market selection strategy,

3. Product positioning strategy

1. Analysis and evaluation of the company’s past positioning strategies. (1) The company's past product positioning: (2) The effect of positioning, (3) Evaluation of past positioning,

2. Product positioning strategy.

(1) The necessity of new product positioning?6?1 From the perspective of consumer demand?6?1 From the perspective of product competition?6?1 From the perspective of marketing effectiveness

(2) Description of product positioning,

(3) Basis and advantages of new positioning,

4. Advertising appeal strategy

1 ． The appeal of advertising. (1) The expression of the appeal object, (2) The characteristics and needs of the appeal object,

2. The focus of the appeal of the advertisement. (1) Analysis of the needs of the appeal target, (2) Analysis of all advertising information, (3) Expression of the key points of the advertising appeal,

3. Appeal method and strategy. (1) The expression of the appeal method, (2) The basis for the appeal method,

5. Advertising performance strategy

1. Advertising theme strategy. (1) The expression of the advertising theme, (2) The basis for the advertising theme,

2. Advertising creative strategy. (1) The core content of advertising creativity, (2) Description of advertising creativity,

3. Other contents of advertising performance.

(1) The style of advertising expression, (2) The advertising expression of various media, (3) The material of advertising expression,

6. Advertising media technology 1. An overall statement of the media strategy 2. Media geography, 3. Type of media;4. Selection of media,?6?1 Basis for media selection?6?1 Main media selected?6?1 Introduction to selected media 5. Media mix strategy, 6. Advertising release timing strategy, 7. Advertising Frequency Strategy

Part Three Advertising Plan

1. Advertising Objectives

2. Advertising Time? 6? 1 Starting time in each target market? 6?1 The end time of the advertising campaign? 6?1 The duration of the advertising campaign

3. The target market of the advertisement

4. The appeal of the advertisement

5. Key points of advertising appeal

6. Advertising performance 1. Theme of the advertisement: 2. Advertising creativity, 3. Advertising performance in each media,?6?1 Graphic design?6?1 Copywriting?6?1 TV commercial shot script

4. Specifications of advertising in each media

5. Each media Advertising production requirements

7. Advertising release plan 1. The medium of advertising release, 2. Advertising specifications for each media, 3. Advertising media release schedule:

8. Other activity plans 1. Promotional activity plan, 2. Public relations activity plan, 3. Other activity plans,

9. Advertising budget

1. Advertising planning and creative expenses: 2. Advertising design expenses, 3. Advertising production expenses, 4. Advertising media expenses, 5. Expenses required for other activities, 6. Mobility expenses, 7. Total expenses:

Part 4: Forecasting and Monitoring of Advertising Activity Effects

1. Forecasting of Advertising Effects: 1. Advertising theme test, 2. Advertising creativity test, 3. Advertising copy test, 4. Testing of advertising works,

2. Monitoring of advertising effects: 1. Monitoring of advertising media releases, 2. Measurement of advertising effectiveness,

Appendix:

The appendix to the planning text should include the application text of the market research conducted for advertising planning and other information that needs to be provided to advertisers. material.

1. Market survey questionnaire 2. Market research interview outline 3. Market research report

Back cover:

(omitted).

Information survey report

It is impossible for us to fully understand supply and demand information - Policy The influence of competitors' status and consumers' purchasing desire. Otherwise, it is easy to determine the price and volume at which the product's profits are maximized. But we must try to understand it as much as possible, and then make judgments about market demand based on personal practical experience.

The general structure of an information investigation report is:

1. Analysis of the socio-economic environment related to investment projects: (1) Policy environment (2) Financial environment (3) Industrial distribution characteristics (4) Ownership structure characteristics (5) Ratio of group home purchases and private home purchases (6) Circulation environment (7) - ----------

2. Analysis of the total residential development volume in the region: (1) Development volume status of each residential district (2) Trend of development volume in each residential district (3) Analysis of prospects for development volume in each residential district

3. Analysis of the total consumption of commercial housing in the region (1) The main contribution rate of the total consumption of commercial housing in the past years (structural analysis) (2) Current situation of the total consumption of commercial housing (3) Analysis of the prospects of the total consumption of commercial housing

4. Analysis of demand and current situation of different types of real estate in the region (1) Analysis of demand and current situation of commercial (shopping mall) real estate (2) Analysis of demand and current situation of office building real estate (3) Demand of residential (high-rise, multi-story, villa) Analysis of quantity and current situation (4) Analysis of demand and current situation of hotel real estate

5. Analysis of the demand and current situation of different grades of commercial housing market in the region (1) Analysis of the demand and current situation of the luxury housing market (2) Analysis of the demand and current situation of the ordinary market (3) Analysis of the demand and current situation of the affordable market (4) Analysis of welfare market demand and current situation (property/lease, first-hand, second-hand and third-hand markets)

6. Analysis of star properties in the region (residential market): (1) Definition of star properties over the years (2) Analysis of distribution and structure of star properties (3) Main marketing characteristics of star properties (4) Participants and producers of star properties (5) The premium of star real estate (6) The necessary and sufficient conditions for future star real estate

7. Analysis of best-selling properties in the area (residential market): (1) Definition of best-selling properties (2) Characteristics of the best-selling properties (3) Analysis of reasons for the best-selling properties

8. Analysis of slow-selling properties in the region (residential market): (1) Definition of slow-selling properties (2) Analysis of distribution and structure of slow-selling properties (3) Marketing characteristics of slow-selling properties (4) Participants and price losses of slow-selling properties (5) How to avoid falling behind Invest in slow-selling properties

9. Analysis of the most popular property types in the area (residential market): (1) Definition of the most popular properties (2) Proportion and distribution characteristics of the most popular properties in the area (3) Marketing characteristics of the most popular properties in the area (4) The area The most popular property players and premium features (5) How to join the most popular property camp in the area

10. Analysis of the cultural context of the area (residential culture: (1) Analysis of the evolution and main causes of the residential structures in the area (2) Cultural classification of the residential structures in the area (3) Cultural extension of the residential structures in the area in the future

11. Analysis of residential rental levels in this area: (1) Overall analysis of average residential rent levels in this area (2) Analysis of residential rental returns in this area (3) Forecast of residential rentals and rental returns in this area (4) Residential rentals in this area Impact on location quality

12. Analysis of the vacancy rate of the residential market in the region (1) Definition of the vacancy rate (2) Analysis of the total vacancy rate of commercial residential buildings in the region (3) Vacancy rate and development of commercial residential buildings in the region Analysis of the relationship between quantity and demand (4) Structural distribution of vacancy rate of commercial housing in the region (5) Future vacancy rate trend of commercial housing in the region

13. Consumer analysis of the residential market in the region

Note: Due to different development projects, the content of the questionnaire is different and the content of the questionnaire is omitted