How to write a good advertising copy

1) The purpose of advertising planning:

2) Analysis of background conditions.

3) Marketing environment analysis:

① Analysis of current market situation and market prospect:

A. the marketability, actual market and potential market conditions of the products.

B, market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

C, consumer acceptance, which requires planners to use their own information to analyze the product market development prospects.

② Analyze the influencing factors of product market.

This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trends should be considered in marketing planning.

4) Analysis of market opportunities and problems

Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.

① Analyze the marketing status of products. The specific problems existing in general marketing are manifested in many aspects:

The company's popularity is not high, and its poor image affects product sales; The product quality is not up to standard, the function is not complete, and it is left out by consumers;

The product packaging is too poor to arouse consumers' interest in buying, and the product price positioning is improper; Poor sales channels or wrong channel selection hinder sales; The promotion method is not good, and consumers don't understand the products of the enterprise; Poor service quality makes consumers dissatisfied;

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

② Analyze the advantages and disadvantages according to the product characteristics. Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.

5) Advertising marketing objectives

The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.

6) Marketing strategy (specific marketing plan)

(1) For marketing purposes, general enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies; Pay attention to the main consumer groups of products; Establish a wide range of sales channels and continuously expand sales areas.

② Product strategy: By analyzing the opportunities and problems in the previous product market, put forward reasonable product strategy suggestions, form an effective 4P combination, and achieve the best results.

Product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let products start the market quickly;

Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system;

Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation;

Product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumer satisfaction;

Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

③ Price strategy. Only a few general principles are emphasized here:

Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen; Give appropriate discounts to encourage more purchases; Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

4 sales channels. What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.

(5) advertising.

First, principles: obey the company's overall marketing strategy, establish the product image, and at the same time pay attention to establish the company image; Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time; Extensive: while choosing multi-style advertising media, pay attention to the way with good publicity effect; Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.

B, the implementation steps can be carried out in the following ways: placing product image advertisements in the early stage of the planning period; After-sales, timely advertising agents; Put in promotional advertisements before holidays and major events; Seize the opportunity to carry out public relations activities and reach out to consumers; Actively use news media, be good at creating and using news events to improve the visibility of enterprise products.

⑥ Specific action plan.

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

7) Cost budget of planning scheme. This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.

8) Scheme adjustment.

This part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.