Model advertising plan book

A complete advertising plan should at least include the following contents:

1, preface;

2. Market analysis;

3, advertising strategy or advertising focus;

4. Advertising objectives or demands;

5. Advertising area or complaint area;

6. Advertising strategy;

7. Advertising budget and distribution;

8, advertising effect prediction.

Advertising planning will eventually form a programmatic summary document after analyzing and evaluating every part of its operation process and formulating corresponding implementation plans, which is usually called an advertising planning book. Advertising planning is written according to the results of advertising planning and is a strategic guiding document for advertisers to review and approve advertising activities.

Extended data:

I. Description of environmental analysis

1. Market growth rate. Make short-term and medium-and long-term predictions on market size and market trends; Exponential explanation of market fluctuation caused by seasonal factors.

2. Market composition. According to product types, prices, users and brands, analyze and predict the consumption composition of regional markets.

3. Consumer analysis. Analysis and description of buyers' psychology, social concept, buying habits and decisive factors, and analysis of consumers' preference for brand loyalty of similar products.

4. Competitive brand analysis. Analyze the varieties, prices, quality, services and channels of competitive products from the advantages and disadvantages.

Second, the description of integrated marketing communication strategy

1. Put forward strategic issues. Find out the problems and opportunities from the current situation analysis, and put forward the strategic issues that enterprises need to solve, including market, competition, buyers, commodity characteristics, communication and other project contents.

2. Product status. This paper discusses the market scope, differentiation points, technical level and function of products from two aspects: competition scope and characteristic difference.

3. Market advertising target positioning. The setting of market target and communication target audience should be related to product positioning. Need to put forward the reason to determine the target audience and describe the place to use.

4. Advertising communication theme selling point. This paper discusses the themes and selling points conveyed to consumers from the aspects of objective attributes, functions, prices, consumer spirit and psychological needs, and sets the most important conveying concept.

5. Determine the advertising communication target. This paper discusses the target value of advertising communication on cognition, attitude change and action stage from the aspects of cognitive goal, brand preference and purchase behavior goal. Different enterprise conditions have different requirements for the three-stage objectives, so it is necessary to pay attention to whether the main objectives put forward in the planning scheme are correct.

6. Communication integration. This paper discusses the main points of various communication strategies on how to combine advertising strategies, promotion strategies and public relations strategies.

Third, advertising execution.

1. Performance and requirements. According to the general direction of various strategies determined in the early stage, this paper discusses the direction of advertising performance and its rational or emotional appeal. Check whether it is consistent with the previous strategic direction.

2. Creative strategy. Discuss several sets of creative schemes developed around the performance direction, and pay attention to how their creative schemes are used and combined with each other in the media when reviewing.

3. The tone of creative expression. The creative scheme explains the tone, theme, audio-visual feeling and so on. This part belongs to perceptual content and needs to be carried out in the form of explanation and demonstration. If there is an image representative, it is necessary to examine whether it has authority, affinity, trust and communication. And it is consistent with the personality of corporate image.

4. Draft works of creative expression. A complete planning book should include the draft of creative works and the effect draft. Tv advertising creativity should have script copy and drawing, and attention should be paid not to the form of expression but to the accuracy of content when deliberating.

5. Media strategy combination. Media selection, combined use and competition description. Clarify the primary and secondary targets of communication objectives, how to allocate budgets on a monthly and quarterly basis, the frequency, period and time to be refined, and how to combine scheduling.

6. Media selection. Consider whether the selection of TV, newspapers, radio and other media is appropriate from two aspects: cost performance and the suitability of enterprise products, and whether it is explained to enterprises from the indicators of ratings, reading rate and preference.

7. Time and cycle of media release. This content is a very complicated professional problem. The distribution density, release interval and duration of advertising should be considered according to the comprehensive factors such as the time of listing, purchase cycle, advertising work style and competitive situation of enterprise products.

8. Effect prediction and evaluation. Many advertising companies often do not take the initiative to mention or skim this part for their own consideration. It is necessary to analyze the situation before the implementation of advertising activities from the indicators of product awareness, advertising awareness, product preference, purchase desire and sales volume. Put forward the target forecast of the effect achieved in a certain stage, and make a comparative evaluation after the implementation of the advertising campaign. Its effect index, evaluation time and method should be fully explained in the plan.

9. Promotion strategy. Enterprises attach importance to the short-term actual sales results, and can require the planning book to include the planning contents of promotional activities and promotional advertisements.

10. Public relations and other media cooperate. The completed planning scheme should also include the contents of public relations, activities, news, direct sales, exhibitions, exhibitions and other communication activities. The focus of evaluation should be the unity of theme, the feasibility of content and the feasibility of implementation.

1 1. Budget allocation of expenses. At the end of the plan, the expenses for the overall planned activities should be allocated according to the project and month. Enterprises should pay attention to its rationality during deliberation and should be consistent with the actual payment of funds.

Advertising planning will eventually form a programmatic summary document after analyzing and evaluating every part of its operation process and formulating corresponding implementation plans, which is usually called an advertising planning book. Advertising planning is written according to the results of advertising planning and is a strategic guiding document for advertisers to review and approve advertising activities.

There are two forms of advertising plan, one is tabular form. This form of advertising planning lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy, other promotion strategies and other columns. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target.

Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used. The other is an advertising plan described in written language, which is widely used. This kind of advertising planning in written form is also called advertising planning. People usually say that advertising planning and advertising planning are actually the same thing, and there is not much difference.

References:

Advertising Planning Book-Baidu Encyclopedia