Select 4 pieces of advertising campaign planning.

Select 4 pieces of advertising campaign planning.

First, the promotion of the company.

As a newly established advertising company, w

Select 4 pieces of advertising campaign planning.

Select 4 pieces of advertising campaign planning.

First, the promotion of the company.

As a newly established advertising company, we should be good at publicity, build our own brand and expand our influence.

1. According to the company's business orientation, some experienced salesmen in the industry will be equipped to bring certain business relations to the company.

2, positioning the company's mainstream customers. We can learn from the local newspaper media which companies have invested heavily in advertising, such as real estate, schools, government and enterprise units, decoration companies, medicine and so on. We can master these companies, and make a company's business leaflet or business card according to their psychological characteristics, and the form can be appropriately innovated. For high-quality large companies, business managers should visit in person, find the person in charge of their advertisements, and communicate with each other, reflecting the professionalism and price competitiveness of the company.

3. It is suggested to do distinctive business in the office, which requires low price, attractive, and can keep the staff busy, so that big customers will not feel that business is slow when they come to the office. Such as color printing and copying.

4. Create news highlights and topics. Actively participate in some large-scale activities, such as public welfare activities or naming activities such as technical support and advertising support, to enhance the company's visibility.

5. shoot TV commercials. Make a novel company image propaganda film and broadcast it on the bus or TV media.

6. Pay attention to newspapers, learn about large-scale activities in the city, find relevant organizers to visit in time, and distribute leaflets, such as RV Festival, collective decoration exhibition and exposition.

7. Many small businesses can distribute some business cards in business-intensive markets and shopping malls.

Post some leaflets in those eye-catching places, such as hardware, electromechanical, building materials, furniture, food and other markets with many big brands, and you can contact their agents.

8. Use newspapers for publicity. Advertise on the company's existing newspaper resources and continue to follow up the company's brand building.

9. Network promotion. The use of the Internet for publicity and promotion activities has the characteristics of autonomy, flexibility and wide coverage. There are many channels and methods of network promotion, so it is very important to make a systematic and operable network promotion plan.

Second, the company's internal operation process

1, professional advertising companies provide customers with "advertising" products, and their services generally include the following five parts:

(1) Market research (mainly market research and marketing analysis)

(2) Creativity

(3) Making advertisements

(4) Business communication (with customers, production companies, survey companies, etc. )

(5) media purchase

2. The release of advertising works shall go through the following steps:

(1) The advertiser entrusts an advertising agency to make an advertising plan.

(2) Advertising companies make advertisements according to demand.

(3) Communicate with consumers through the media.

(4) let consumers buy or form some kind of cognition.

3, the advertising company's service process:

(1)AE (customer service staff) through the understanding of the market and advertisers, advertisers want to.

Communicate the needs and desires of advertising to advertising companies, and convey the information of the company's ability and want to undertake business to advertisers. Advertising companies form marketing and creative strategies through advertising planning meetings, advertising effect meetings and production meetings, communicate with advertisers and be recognized, then make advertisements and buy media.

(2) Customer Briefing The participants in the customer briefing are: customer service personnel, market research personnel and creative personnel, and the general manager or business deputy general manager should attend the briefing.

(3) The first proposal meeting of the advertising company is within the advertising company.

(4) Through the process of strategy formulation, the company gradually forms an advertising strategy for products or services entrusted by customers. Advertising strategies include: target, creative strategy, media strategy, execution plan, timetable and advertising budget.

The advertising company's strategy committee reviews its strategy. The strategic review committee is composed of department heads and senior personnel of advertising companies.

The purpose of the audit is to ensure the accuracy and enforceability of the strategy, so as to ensure the quality of the advertising company's products. The most important product of an advertising company is creativity.

(5) At the formal proposal meeting, the advertising company puts forward relevant plans for the advertising business entrusted by customers and obtains the consent of advertisers. Proposals can be divided into annual plans or individual activity plans.

The proposal of the advertising company is a summary of all activities before the proposal meeting to show the importance of customer business. When the proposal is approved by the customer, it is necessary to conduct communication investigation on its strategy and creativity, including concept test, script test and effect test.

The purpose of advertising companies is not to pass proposals, but to ensure the quality of service and win the long-term trust of customers.

(6) The last stage is the execution stage of the advertisement. ?

Advertising activities also need to be carried out: media placement, advertising effect monitoring, consumer feedback and so on.

Thoughts on cleaning up small advertising activities on the roadside

The theme of our activity is to remove the small advertisements on the guardrails and railings on both sides of the road.

We made an agreement together and came to the side of the road. At first glance, there are small advertisements everywhere. These advertisements are all pasted up with paste, so many of them are very difficult to remove. You can only scrape and rub a little with a small shovel and brush. In this cold winter, we activists use small shovels, brushes and other tools together, along the street walls and telephone poles, roadside advertising campaign. We were in high spirits and attacked small advertisements.

We stick to our own words, and while tidying up, we said, "Let's take part in voluntary service together, which not only exercises our bodies, but also beautifies the environment. It's killing two birds with one stone. " "These people who post small advertisements indiscriminately are too incompetent. They want to facilitate themselves, regardless of social influence. Who can trust such a product? Moreover, small advertisements are really like psoriasis, which invisibly increases the burden on cleaners. " Seeing that some small advertisements were very difficult to shovel, volunteers patiently tore them with their hands and shoveled off these annoying small advertisements with a small shovel. We struggled to brush the telephone pole with water. After a while, our arms were sore, our hands were numb and hurt, but no one complained of being tired.

After several hours of activities, our bodies and hands turned black, and our fingers turned red because of the excessive tearing of small advertisements, but the walls and telephone poles along the street became neat. Although 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 people who post small advertisements will stop posting small advertisements and cherish our environment. Also let me know that beautifying the environment and caring for our homeland really need the concerted efforts of Qi Xin. Relying on community workers and volunteers is not enough. Only by mobilizing the strength of the whole society can we achieve good results. Let's act together to clean our home. In the future, I will take part in more voluntary activities and contribute my meager strength to the society. Continue to carry forward the volunteer spirit of "dedication, friendship, mutual assistance and progress".

First, the advertising target

(1) Goals proposed by the club:

This advertising campaign aims to improve the brand awareness of the club in Hangzhou Cultural and Educational Zone, open up market segments for college students, expand market share, enhance the brand reputation of the club, and cultivate the outdoor sports consumption concept of target consumers.

(2) Expected achievable goals:

1, the market share of college students is higher than that of ordinary travel agencies;

2. The brand awareness of the club has reached a certain level and has become a market leader.

(III) Objectives of this advertising campaign:

1. After three months of marketing and advertising activities, the market share of the club in the market segment has increased to 50%;

2. The brand awareness of the club has reached more than 80%, forming a certain brand loyalty;

3. The scale of membership development has reached 500.

Second, the target market positioning strategy

On the basis of certain market research, combined with the club's own characteristics, we will subdivide the club's target market as follows:

(1) human orientation:

18~28 years old young people, full of energy, full of interest, full of passion, dare to accept challenges. They are the most important participants in outdoor sports.

The first target consumer: college students.

College students' team is a market segment with distinctive personality and outstanding characteristics. The age of this market segment is basically between 18 and 25 years old. It is young, energetic, adventurous, dare to accept challenges and has relatively rich spare time. It is an ideal consumer market for outdoor sports.

The second target consumer: young people who have worked.

These people are also young and energetic, and have a certain economic foundation, but their spare time is limited, so they can be the second-class targets of the club.

(2) regional positioning:

Main promotion area: Hangzhou Higher Education Zone. West Lake Cultural and Educational Zone, Xiasha Higher Education Zone, Zijingang Campus of Zhejiang University, etc.

Other promotion areas: the old city of Hangzhou. West Lake, Shangcheng, Xiacheng, Gongshu, Binjiang and Jianggan.

Third, the club positioning strategy

According to the Survey and Statistical Analysis Report of Outdoor Sports Status of College Students in Hangzhou and the Analysis Report of Development Status of Outdoor Sports Clubs in Hangzhou, the positioning of XXXX outdoor sports club is as follows.

(A) product positioning

Business scope of the club:

1, group activities:

The statistical analysis report of the questionnaire survey on outdoor sports of college students in Hangzhou shows that the duration of college students' choosing activities is basically 1~2 days, accounting for about 51%; Followed by 3~4 days, accounting for 34%; Only 15% chose activities for more than 5 days. Students are generally willing to choose short trips, which basically do not exceed 4 days.

In addition, when Hangzhou college students choose the scope of tourist destinations, other provinces and Zhejiang Province are the most important, followed by the surrounding areas and provinces of Hangzhou. There are two main reasons for the analysis. First of all, college students in Hangzhou have a misunderstanding about the outdoor sports resources around Hangzhou, thinking that there is nothing interesting around Hangzhou, but all the scenic spots are developed. Actually, it is not. The hilly area near Hangzhou is full of mountains, rivers, valleys and waterfalls, which need to be developed. It is an ideal place for outdoor sports and outdoor survival and development. Secondly, college students dare to meet challenges, take risks and are eager to travel. Due to the geographical location of Hangzhou and its surrounding provinces, it does not meet the requirements of college students' ideal travel purposes. In view of this situation, the first thing to do is to change the target consumers' understanding of outdoor sports resources in the surrounding areas of Hangzhou and set up short-distance tourist routes in the surrounding areas of Hangzhou that meet the tastes of the target consumers. This requirement mainly points out that the length of the tour is in line with the short-distance routes of college students within 4 days, and the surrounding areas and provinces of Hangzhou are undoubtedly the first choice because of their proximity. Secondly, set up medium and long-distance tourist routes in Zhejiang Province, especially in eastern, southern and western Zhejiang; Other provinces such as Tibet, Qinghai, Xinjiang, Yunnan, etc. The combination of long and short lines meets the hiking needs of some students.

At the same time, the survey shows that college students like mountaineering and camping best, both of which reach more than 70%. Followed by drifting, cave exploration and upstream, between 30% and 50%; Rock climbing, diving and hiking are between 20% and 30%; Because of the high technical requirements and great danger, the selection ratio of rapid descent is the lowest.

The financial ability of college students determines the activity expenses they can afford, and 63% of them are in 250 yuan. 3 1% college students can afford 25 1 ~ 450 yuan; Only 7% can afford 450 yuan. The affordability of expenses can also reflect the demand of target consumers for short trips within 4 days.

Based on the above analysis, as the main business project of XXXX, group activities should be based on short-distance routes, and the duration of activities is generally two days and one night. Activities are mainly based on mountaineering, camping and rafting, which are highly preferred by college students. At the same time, in order to meet the needs of some students for long-distance travel, long-distance lines outside the province are appropriately opened.

2. Outdoor products retail and rental:

The survey shows that most college students don't have personal outdoor sports basic equipment and need to rent or borrow it, accounting for 58%; Secondly, even if you have some outdoor sporting goods, you have to buy them because of the high cost of basic outdoor sporting goods, among which hiking shoes and backpacks are the most; As for tents, sleeping bags, raincoats and pants, there are very few owners.

In view of the above situation, the club mainly deals in the retail of outdoor products, such as mid-range and practical hiking shoes, backpacks and other bulk outdoor products, and also manages some outdoor sports and leisure clothes appropriately. In addition, because most of the target consumers don't have personal outdoor sports basic equipment and need to rent or borrow it, the club rents out related outdoor equipment, mainly tents, sleeping bags, damp-proof mats, floor mats, barbecue utensils and other appliances that are in great demand.

(B) price positioning

The economic ability of college students determines the activity expenses they can afford. The survey reflects the tolerance of college students to different grades of expenses, and 63% of them can afford it within 250 yuan. 3 1% can bear the cost of 25 1~450 yuan; Only 7% can afford 450 yuan.

In view of the economic ability of college students, the club pricing strategy should focus on high quality and low price, highlighting practicality, practicality and practicality. Advocate to enjoy high-grade products at low prices.

(C) the club image positioning

Explanation of the names of 1 and XXXX:

XX is a feat of mankind. Everyone who walks through XX is a hero. Outdoor sports are adventurous, arduous and unpredictable, and need strong will and superhuman courage, which is in line with XX's spirit of challenging nature and overcoming self.

Red symbolizes youth, passion and vitality, and embodies the spirit of contemporary college students who are full of vigor, strive for progress and dare to challenge themselves.

2, the club personality image positioning:

Young, active and passionate.

3, club quality positioning:

Self-confidence, courage, perseverance, honesty and cooperation

4. the core slogan of the club: Trymybest!

5. Interpretation of the core concept of the club:

XXXXtrybest, focusing on its own development, provides meticulous, thoughtful and personalized service for every customer;

Youtrybest, challenge nature, temper yourself, conquer yourself and let yourself go.

Fourth, advertising appeal strategy.

(A) the goal of advertising appeal

The first goal: XXXX's advertising target is mainly college students in Hangzhou. These people are basically between 18 and 25 years old. They are young, energetic, adventurous, dare to accept challenges and have a strong interest in outdoor sports. At the same time, college students take the school as a unit, which is crowded and convenient for concentrated advertising activities.

The second target: young people who have already worked. This part of the appeal target is mainly 18~28 years old, young, active, with certain economic strength, and also an important target consumer group of the club.

(2) Appeal focus: Trymybest!

By showing the club's warm, young and positive personality image, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, this paper interprets XXXX outdoor sports club Trymybest! The core idea is to make the target consumers feel the personality charm of the club.

(3) the way of complaint

According to the characteristics of the object of advertising appeal, advertising adopts the method of emotional appeal, which is characterized by "touching people with the environment", stimulating the sensory system of the target consumers and guiding them into the romantic realm by creating a rational and substantial artistic conception picture. The expressive language of emotional appeal is full of stimulation and agitation, which can affect the associative psychology and dreamy psychology of target consumers and is quite influential among young people.

Five advertising performance strategies

(A) advertising theme

According to the focus of advertising appeal, the advertiser of XXXX is extracted as: Trymybest!

By showing the enthusiastic, young and positive personality image of XXXX outdoor sports club, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, Trymybest is finally interpreted! The core idea of.

(B) advertising creative strategy

Starting from the connotation of the name XXXX and the characteristics of outdoor sports, a series of associations are made to effectively express the advertising theme through the creative combination of various abstract and concrete objects. Advertising creativity pays attention to the club's core concept, quality and personality image positioning.

(3) Advertising performance requirements

Style: cool sports full of energy and passion are produced.

Tone: Passion inspires romance

Tone: bright jump

Six advertising media strategy

(A) the overall strategy of advertising media

Starting from the target consumers' media contact habits, we should reasonably choose advertising media and effectively integrate media to achieve the best publicity effect at the most economical cost.

(B) advertising area selection

According to the positioning of the target consumption area, the main advertising area is the higher education area in Hangzhou, followed by the six districts in Hangzhou.

(3) Media selection

According to the target consumers' media contact habits and relevant media indicators in Hangzhou, select the following media for advertising:

TV Media: Hangzhou Cable TV Station

Newspaper media: Youth Times

Road signs and bus shelters: Wen Yi Road and Jiaogong Road.

Posters and leaflets: information columns of major universities

(D) Media mix

Hangzhou Cable TV Station and Youth Times, which have high coverage and influence among young people, launched an advertising campaign, and responded with advertisements of road signs and bus shelters, infiltrating with posters and leaflets.

(5) Release frequency

XXXX is planned to be launched at high frequency first, so as to penetrate the market segment of college students with a quick and powerful offensive, improve the club's popularity and expand its market share in a short time; After the release of low frequency, in order to last, always remind the target consumers of the strategy.

I. Activity background:

In the 2 1 century, with abundant talents and increasingly severe employment situation, good creativity, as the key to self-improvement and promotion, has been paid more and more attention. As a contemporary college student, besides having solid professional knowledge, good advertising planning ability is also indispensable. Undoubtedly, the learning activity of advertising creativity (theory) is a good way to cultivate students' advertising planning ability and enhance advertising creative thinking and innovative thinking. Holding this activity will play an important role in promoting students' creative thinking in advertising and improving their comprehensive quality.

Second, the theme of the event:

"Cultivate advertising appreciation ability, improve advertising creative thinking ability, learn to find business opportunities from ordinary life, and learn to capture the details of life."

Three. Time and place of activity:

Time: 7: 00-9: 00 pm on February 12.

Venue: Academic Lecture Hall of Shuxiangge

Four. Organizer:

Association Federation, Entrepreneurship Association, Law School League Committee, Student Union.

Verb (short for verb) Target audience:

Key members of the Association, members of the Law School Student Union, members of the Law Society, all members of the Entrepreneurship Association, and college students interested in creative advertising and entrepreneurship.

Activity mode of intransitive verbs: This activity focuses on enjoying advertising videos. During the activity, Sina's concept of meager profit interaction will be used for the first time to open the interactive link at the event site and boost the atmosphere at the scene. Advertising video will analyze the essence and soul of advertising from eight aspects: creativity, spoof, emotion, public welfare, classic love, star effect, brand advertising and visual effect of game advertising.

Seven. The specific process of the event: 1. Sun Qingqing, the host of the event, introduced the guests attending the event tonight, the background, theme and methods of the event.

2. Dai Xiao, President of China Entrepreneurs Association, made an opening speech.

3. Speech by He Dalong, President of Law School Student Union.

4. Speech by Dong Zhiwei, Vice Chairman of the School Student Union and Executive Director of HKCSS.

5. Sun Qingqing, the host of the event, briefly introduced the advertisement in the first link, and then played the advertisement in the creative link and the advertisement video to analyze the essence and soul of the advertisement from eight aspects: creativity, spoof, emotion, public welfare, classic love, star effect, brand advertisement and visual effect of game advertisement. Sina's concept of meager profit interaction will encourage viewers to express their feelings through mobile phone short messages after every link of advertisement appreciation for the first time, and after the second link of advertisement appreciation, select several real and representative audience short messages to read and realize on-site interactive communication.

6. In the middle of the advertising video appreciation activities, the learning link of advertising creative pictures is carried out to stimulate the audience's visual experience. (Beautiful posters, banners and pictures of sponsors' activities can be interspersed in the middle)

7. Continue to enjoy the advertising video until the end. Representatives of law schools and entrepreneurial associations comment on creative advertising videos, and put forward their own feelings, opinions and opinions, so that everyone can communicate with each other.

8. Select the short messages that actively participate in the interactive activities tonight, and reward the audience who actively participate in the activities by sampling. And invited the guests that night to present awards to the winning audience.

9. Finally, representatives of audience, China Social Science Federation, Law Society and Entrepreneurship Association made concluding remarks.

Eight. Activity promotion plan:

1. activity banner: two banners, the content of which is "advertising creativity (theory) learning activities" (hung in front of the material chemistry building and the three dormitories of the law school of this department)

2. Five hand-painted posters were posted in five locations: Huixinyuan canteen, Shuxiangge canteen, the publicity column opposite the school ATM, and the publicity columns of three and eight dormitory buildings. Color printing posters were posted on the exhibition board and displayed at the intersection of the management building. (Classic advertising creative pictures can be selected for hand-painted and color-printed posters)

3. The promotion time of the event is 65438+February 8th-65438+February 2nd.

Nine. Event prize setting: prizes will be distributed through the points of sponsors' products or coupons on the night of the event.

X. activity budget: Banner: 4*6*2=48 yuan.

Data copying fee: about 12 yuan.

Mineral water: 10 yuan

Event prizes: around 40 yuan.

Sponsorship transportation fee: about 10 yuan.

The estimated cost is about 120 yuan.