Advertising plan writing format
1. Title:
2. Customer name:
3. Product name:
4. Market background analysis
(1) Target market:
Who are the consumers of this type of product? Their age, gender, occupation, income, culture, region, purchasing behavior characteristics and consumption mentality, etc.
(2) Consumption preferences:
When consumers purchase or use this product, do they prefer mid-range or high-end products? Do you prefer domestic or imported? In what circumstances is it used? What requirements do they have for the product?
(3) Purchasing mode:
Purchase frequency, price, place and the quality you are most interested in when purchasing.
(4) Information channels:
What are the channels for obtaining information? What was the first media you came into contact with? What media do you rely on most?
(5) Competition situation:
What is the most popular brand of this type of product on the market currently? Reason for bestseller? Sales status? In what direction do consumers hope that products will improve?
(6) Conclusion:
5. Market strategy (explain the market strategy of the product along the lines of market background analysis)
(1) Marketing Goal:
Set the goal to be achieved in the marketing activities of the product based on the results of market background analysis. Goals should be specific and measurable. For example: within a certain period of time, we strive to achieve sales of RMB 10,000 and market share.
(2) Product positioning:
(3) Product analysis:
(4) Competitors:
Who are the competitors? ? What are its advantages and disadvantages? Advertising situation?
6. Advertising strategy (explain advertising strategy in the context of market strategy)
(1) Advertising objectives:
What are the goals to be achieved by advertising activities? Such as the popularity reaches etc.
(2) Advertising theme:
Advertising appeal point.
(3) Advertising expression style:
Characteristics of advertising expression.
(4) Advertising slogan:
Coordinate the overall situation, have appeal and impact.
7. Advertising Creativity
(1) Newspaper Advertisement:
Part 1
(2) TV Advertisement:
Part 1
8. Media Strategy
(1) Main media and auxiliary media and their combination
(2) Media combination and publication Frequency
(The table is as follows)
9. Budget allocation
Including investigation, design and production, release and effect measurement, etc.
10. Advertising effectiveness evaluation plan
Evaluation content, time, method, method, etc.
Advertising planning writing format - media strategy supplementary table - -
Media types
Media selection
Specifications
Release time
Frequency
Total amount
Remarks
Example:
Founder MP3 Walkman Advertisement Sample planning letter
Founder MP3 Walkman
Contents:
Part One Founder MP3 Free Trial Campaign Beijing Regional Promotion Plan
Part 1 . Lucky September (Searching for Founder MP3 Free Trial Activity Plan)
2. Founder MP3 Campus Style Large Music Festival (Founder MP3 Trial Notes Selection and Awarding Event)
Part Two Ideas for Founder MP3 national promotion activities
1. Introduction
2. Brief analysis of MP3 products and market
3. Product promotion strategy
4. Marketing Promotion of Founder MP3
(1) Planning Plan for Founder MP3 Promotion Activities
(2) All-Korean Experience Founder MP3 Music Festival
Part 3 Campus Promotion Plan and Implementation Process
Part 4 Attachment
1. Introduction to Founder MP3 Free Trial Campaign (limited to 300 units)
2 . Introduction to Founder’s new MP3 product line
3. Cost analysis and quotation
4. Material preparation details
5. Design and text of graphic promotional materials
p>(1) Founder MP3 digital walkman color page copy
The first part of Founder MP3 free trial campaign Beijing regional promotion plan
Founder’s recently launched series of MP3 digital walkman Listening has given full play to Founder Technology's strength in research and development, and while strengthening the functions of MP3 digital walkman products, it has greatly reduced costs and prices. This creates conditions for the rapid popularization of mp3.
In order to ensure that the new product is quickly accepted by the target consumer group, and for Founder MP3 to stand out among many competing products, we have specially planned and launched the Beijing area promotion plan for the Founder series MP3 free use campaign.
(For the introduction of Founder MP3 Free Trial Campaign, please see attachment 1)
1. Lucky September (Activity Plan for Founder MP3 Free Trial Campaign)
Purpose:
Recruit 50 free trial users of Founder series MP3 among middle school students in Beijing area
Use this solicitation activity to form Founder MP3 among the target consumer groups A deep impression
Establish the image of Founder MP3 as a high-tech, new fashionable product in the eyes of consumers
Through the trial of Fangzheng MP3 and the selection of trial notes, the spread of word-of-mouth is deepened
p>
Target: All college and middle school students and fashion consumers in Beijing
Method: Product consultation and sales + generation of MP3 trial users (signing ceremony, question and answer, dynamic singing and dancing)
Time Choice: September 16 (Sunday) (choose on the second weekend of school to facilitate students to participate)
Venue choice: 1) Contemporary Mall Plaza (or Renmin University)
2) Zhongguancun Hailong Building Plaza
3) Xidan Science and Technology Culture Plaza
〖Reason for Venue Selection〗 Haidian is an area where various universities in Beijing are relatively concentrated, and the National People’s Congress (Contemporary) enjoys a high reputation It is a liberal arts and history school and occupies a relatively central position in the distribution of schools; Hailong is the symbol of Haidian high-tech, where most computers and IT products are released; Xidan is a famous commercial center in Beijing (close to the Xidan Book Building) To its side is an area where students are relatively concentrated).
Procedure Arrangement:
AM: 8:00: Arrange the venue (product sales consultation area, central performance stage)
8:30: Start distributing product leaflets (Printed with random lottery numberslt; 200 sheetsgt;) 3000
sheets
9:00 Founder MP3 product sales consultation begins (5 to 10 Founder sales staff
Engineer)
10:00 Dynamic dance (1)
10:05 The host announced the start of the "Lucky September" Founder MP3 large-scale promotion event and explained the winning rules (50 lucky trial users will be selected in 4 times from 200 leaflets with lottery numbers printed on them.)
10:20 Please introduce the Founder MP3 series to the technical staff of Founder Technology (1 person)
10:20 p>
Walkman.
10:35 Select 10 mp3 trial users (Founder Sales Department Manager)
10:40 Ask 10 lucky people simple questions about Founder mp3 product knowledge (if they can’t answer , you can hand over the right to answer questions to the audience and give them souvenirs (the same below) and then sign the "Founder MP3 Trial Agreement" (provided by Founder) and introduce the writing requirements of the "Trial Notes".
10:55 Song Singing (2)
11:05 Draw the second round of 10 mp3 testers (the method is the same as above)
11:25 Explain the CD How to use the software to convert mp3 (one Founder technician) asked questions on site and gave away souvenirs
11:40 Draw the third round of 10 mp3 trial users
11:50 "The whole Korea experience HOT Imitation Show" (3)
12:05 Live games and questions
12:20 The fourth round of 20 mp3 testers will be drawn
12:35 Host The person announced, "See you at the next handwriting selection and award ceremony!"
It ended at 12:40 and the venue was tidied up.
(Note: The entertainment performance part of this event is provided by Lilee Cultural Performance Service Company.)
Information transmission:
1) Universities and colleges in Beijing Post 1,000 event posters (10 posters/school) (starting one week before the event).
2) The core sales points and agencies of Beijing Fangfangzheng posted event posters (half a month ago).
3) All parties in Beijing will display event flyers at key sales points and agencies.
4) Founder MP3 free use big action media promotion plan
Media confirmation event preview solicitation
Magazine 7.18 —— 8.18-9.1
Network 7.25 8.6-8.14 8.15-9.14
Newspaper 7.18 —— 8.15-9.10
Broadcast 7.18 —— 9.1-9.14
Founder.com 7.18 8.6-8.14 8.15-9.14
News activity notice and publicity
Material preparation (see attachment 2)
Activity cost and quotation (see attachment 3)
2. Founder MP3 Campus Style Large Music Festival (Founder MP3 Trial Notes Selection and Awarding Event)
The plan is attached
Program ideas:
1) Popularity Music, dynamic combinations, youthful melodies
2) Appreciation of fifty years of international music development
Part 2: Ideas for the National Promotion of Founder MP3
Founder MP3 Market Promotion Plan
1. Introduction
As an emerging digital product, MP3 has only caused ripples in the large market environment of China... Who can pry it off? move this market? Who will become the overlord in this field?
2. Brief analysis of mp3 products and market
1. MP3 has direct competition with CD, MD, Walkman, etc. in the same field relation.
2. MP3 has technological advancement and the potential to upgrade and replace traditional products in the same field.
3. MP3 is an interest-based product, and conceptual guidance is particularly important.
4. Facing the student market, reasonable prices are the cornerstone of achieving target consumption.
5. The ranking of factors affecting the realization of mp3 consumption is: fashion - reasonable price - product function.
(Note: Please see the attachment for relevant basis.)
3. Product promotion strategy
Taking promotion activities targeted at target consumer groups as the main body, with targeted The strengthening of sexual media and core agents creates positive pull. So as to achieve the ideal sales target.
4. Marketing of Founder MP3
1. Target consumer group: college and middle school students and fashion consumers across the country.
2. The main idea of ??promotion:
Create a trend of buying and owning Founder MP3 among college and middle school students across the country. Promote its development into a fashion and trend!
3. Promotion scope:
Six key cities (Beijing, Nanjing, Hangzhou, Wuhan, Chengdu, Xi'an.) and other cities across the country.
(1) Founder MP3 serial promotion activity planning plan
Promotion plan description: Cooperate with the "Founder MP3 Free Trial Campaign" to implement ground promotion to directly reach the target consumer groups and strengthen the interactive effect. Effectively improve the actual sales of Founder MP3 series products.
Program content:
In core stores in 6 key cities, arrange "multimedia promotion classes for Founder MP3 series products" and supplement it with the creation of "Founder MP3 lucky trial users" , create a sensational atmosphere and promote product sales.
Time selection: August 15th to September 20th (select weekly weekends (Saturday and Sunday) Am 10:00-11:30)
Progress schedule: Touring one city every week, the specific arrangements are shown in the table below:
Fangzheng MP3 serial promotion activity schedule:
Time: August 18th, 19th, August 25th, 26th, September 1st , September 2nd, September 8th and 9th, September 15th and 16th, September 22nd and 23rd
City Beijing Nanjing Hangzhou Wuhan Chengdu Xi’an
Location selection: core stores in key cities (In Founder Store). Or set up a temporary exhibition booth in the square outside the store.
Trial candidate selection: During the implementation of the promotion activity, 5 lucky trial users of "Founder MP3" will be generated every day. A city will generate 10 trial users in two days (trial users can complete and participate in the evaluation of trial notes).
The lucky trial users of Founder MP3 have the following rights:
1. Free trial for one month and full refund. (100%)
2. Products can be purchased at half price. (100% chance)
3. You may get free products. (33.3%)
Materials and facilities preparation:
Large projector
5.1-channel high-fidelity sound system
Laptop computer
The layout of Founder’s multimedia classroom
The preparation of multimedia promotion courses for Founder MP3 series products (PowerPoint)
Personnel arrangement: Responsible for ××× company
Relationship cooperation:
Core agents will be introduced and recommended by Founder Technology.
Jiahong Shengshi Company communicates with core agents to ensure the smooth progress of the event.
Event notification (information transfer):
1. Media notification of "Founder MP3 Free Trial Campaign"
2. Post "recommendations" in stores and other related places Event Posters"
3. Distribute "Promotion Event Flyers" on campus and core stores
4. Targeted media in key cities (optional)
Founder mp3 is free Rough media arrangements for the trial operation:
Media confirmation event preview solicitation
Magazine 7.18 —— 8.18-9.1
Internet 7.25 8.6-8.14 8.15-9.14
Newspaper 7.18 - 8.15-9.10
Broadcast 7.18 - 9.1-9.14
Founder.com 7.18 8.6-8.14 8.15-9.14
News Event preview and publicity
(Note: On-site notifications for each key city should be carried out 2 weeks before the start of the series of promotion activities.)
Cost accounting and plan quotation:
See the attachment for details
The relevant significance of serial promotion activities:
1. Directly recommending and educating the target group can effectively stimulate consumption and increase sales.
2. Echo the "Founder MP3 Free Trial Campaign", strengthen the interactive effect, and improve the execution effect of the two plans.
3. Strengthen the terminal strength of core stores and increase actual sales.
4. Improve terminal momentum building behavior and enhance the effectiveness of media placement.
5. Strive to create a trend of owning "Founder MP3" among the student audience. Form a fashion driver.
(2) Korea-wide experience of Founder MP3 Music Festival
1) Free mp3 memory
2) Korean style singing and dancing
3 ) On-site sales (ticket collection at core stores)
Part Three Campus Promotion Plan and Implementation Process
Promotion Target: Beijing University and Middle School Students
Venue Selection: Ten institutions (7 universities, 3 middle schools); Xidan Book Center.
Time: Starting from September 12th, every Wednesday and Thursday from 4:00 pm to 5:30 pm until the end of October.
Contact: Founder Company will contact the school student union to provide an event venue. (The number of people in the auditorium or lecture theater is about 300.)
Purpose: To promote and introduce the 5 new mp3 player series products launched by Founder Technology
Provide free trial opportunities to experience the products .
Combine the auction format with the sale of commemorative editions to deepen your impression of the product.
Create the fashion of using Founder MP3.
Selling points of the event: (also contact letter for student unions of universities and middle schools) (copy attached)
High-tech digital products promote a progressive life
Experience the wonderful international auction Atmosphere (English, Dutch)
Event notification: Determined media combination and campus poster (poster copy attached)
Building momentum: Live recording of the event and media reports and hype .
4:10 Introduction to Founder MP3 series products (multimedia).
4:40 Produce trial users (× name) (first climax)
4:50 Announce auction rules
5:00 English auction 5 A special number product (the special number refers to the product offline number, serial number, etc.)
5:20 Founder-6180 was sold at a Dutch auction (the second climax)
5 :30 The host announces the end (ends in a climax)
Reference: Lucky September (Activity Plan for Founder MP3 Free Trial Users)
Part Four Attachment
1. Introduction to Founder MP3 free trial campaign (limited to 300 units)
1. Target audience: all college and middle school students and fashion consumers across the country
2. “Founder MP3 Nationwide 300-unit free trial campaign! "Overall idea
Use all media to give an overall introduction to the nationwide 300-unit free trial campaign for Founder's new MP3 product. General idea: Free trial in six key cities (Beijing, Nanjing, Hangzhou, Wuhan, Chengdu, Xi'an): 200 units, other places: 100 units. After a one-month free trial, provide Founder with his one-month usage notes. Notes will be used for selection and 100 articles will be selected. These 100 trial users can enjoy the upgrade - that is, they can get the product for free; the other 200 trial users can get the product by adding 100 yuan.
3. Free trial activity process
4. Activity details Founder MP3 Minisite and SOHU to ensure effective access for users. Sohu.com Founder MP3 Minisite has a link to the Founder Computer website; trial machine The designated pick-up location is at the core agents in various places. The trial users must sign a trial agreement and provide valid certificates to receive the trial machine within the specified time. The trial agreement will be issued by Founder Company and provided to the agents; Sohu.com provides a mailbox large enough for all users. To submit articles for the award, the email username and password are shared by Sohu and Founder ***.
5. Activity rhythm
Media
Confirm activities
Preview collection and collection
Information selection and sending
Prize recovery
Prize follow-up
Work
Magazine 7.18 —— 8.18-9.1 9.15 9.20 9.20 10.20 10.20
Network 7.25 8.6-8.14 8.15-9.14 9.15 9.20 9.20 10.20 10.20
Newspaper 7.18 —— 8.15-9.10 9.15 9.20 9.20 10.20 10.20
Broadcast 7.18 —— 9.1-9.1 4 9.15 9.20 9.20 10.20 10.20
Founder.com 7.18 8.6-8.14 8.15-9.14 9.15 9.20 9.20 10.20 10.20
News event preview and publicity————Following reports