#Planning# Introduction: Writing a plan is to use existing knowledge to develop your imagination, and to achieve the goal as quickly as possible within the reality of available resources. The following is an advertising campaign plan compiled by None, welcome to read!

1. Advertising activity plan

1. Foreword

Briefly explain the reasons for formulating this plan, the company’s profile, the company’s situation or problems faced point, hoping that the problem can be solved through planning, or the overall concept of planning can be briefly reminded so that customers can have a general understanding before reviewing the planning book in depth.

2. Market analysis

Market analysis mainly includes three aspects:

1. Background information: market conditions related to the products of the planned enterprise ;

2. The current situation of similar products: the current major brands of imported and domestic similar products in the domestic market and the popularity and reputation of these major brands;

3. Competition situation of similar products: it can be divided into domestic market and international market analysis.

3. Product Analysis

The advantages and disadvantages of the planned products can be divided into:

1. Product features: specific analysis of the product’s process, Ingredients, uses, performance, life cycle status;

2. Comparison of product pros and cons: Compare with similar domestic and imported products.

IV. Sales Analysis

Sales is an important part of marketing. A thorough understanding of the sales status of similar products will provide an important basis for advertising and promotion work. Sales status analysis includes the following contents:

1. Regional analysis: the geographical distribution and location of sales of similar products;

2. Competitor sales status: methods to analyze the sales of major competitors and strategies;

3. Comparison of advantages and disadvantages: Through analysis and comparison, find the most advantageous sales network and key areas for this planned product.

5. Corporate goals

Corporate goals are divided into short-term and long-term. Short-term goals are based on one year, and can specifically determine the percentage of increased sales or awareness. The long-term goal is three to five years. Corporate goals are mentioned in the advertising plan, which can explain how the advertising plan supports the marketing plan and helps achieve sales and profit targets.

VI. Enterprise market strategy

In order to achieve the business goals of the enterprise, the enterprise must adopt a comprehensive strategy in the overall market strategy, which include:

1 , Strategic appeal points: How to improve product visibility and market share; whether to focus on factual appeals or emotional appeals in product promotion;

2. Product positioning: you can choose high-end, mid-range, or low-end positioning one of them. For example, Fuda color film is positioned as: high quality; low price, internationally popular product, Kodak technology, domestic high-end color film made in Xiamen;

3. Sales target: Analyze the main purchase target of the product, and the more The more specific the better, including all aspects of demographic factors, such as age, gender, income, education, occupation, family structure, etc., describing their demand characteristics and psychological characteristics, as well as lifestyle and consumption patterns, etc.;

4. Packaging strategy: the tone and standard color of packaging; the quality of packaging materials; the dissemination of packaging, design focus (text, logo, color), etc.;

5. Retail point strategy; establishment of retail outlets Distribution is an important means of promotion, and advertising should cooperate with retail outlet strategies to expand publicity influence.

VII. Obstacle Analysis

Based on the above research and analysis of the market, products, sales, corporate goals, market strategies, etc., it can be logical to find out where the company's products are sold in the market. The "difficult" point in the process. Eliminating these obstacles is the main purpose of the next advertising strategy and tactics.

8. Advertising strategy

1. Competitive advertising analysis: Analyze the advertising demands of major competitors, advertising forms, advertising numbers, and the strength of advertising campaigns.

2. Advertising objectives: Based on the previous business objectives of the enterprise, determine the goals that advertising should achieve in terms of increasing visibility, reputation, and market share.

3. Advertising targets: Based on sales analysis and positioning research, the number of people or households can be roughly calculated, and the reasons why this group of people are the targets of advertising can be explained based on quantity, demographic factors, psychological factors, etc. .

4. Advertising creativity: Determine the overall performance concept of the advertisement. Such as advertising slogans, models or symbols used, advertising appeals or highlighting certain concepts or tendencies, etc.

5. Advertising creation strategy: that is, what content to spread to the target market. According to the conditions of different media such as television, newspapers, radio, and POP, we propose unique creative intentions that can accurately convey information.

9. Public relations strategy

Public relations activities aim to establish a good corporate image and reputation, communicate the relationship between the company and the public, and enhance consumers' goodwill towards the company. Public relations strategy should work closely with advertising strategy to achieve the above goals by organizing a series of socially influential activities.

10. Media Strategy

Based on the goals and objects of advertising, select effective media to reach the advertising objects, including:

1. Selection and combination of media : Which media is the main one and which media is the supplementary one;

2. Areas where the media is used: In line with the marketing needs of the product, it is divided into key and non-key areas;

3. Frequency of media: It can be divided into key period and maintenance period in a year, and the number of times each media is used weekly or monthly is arranged;

4. Media location and layout: which radio and TV station to choose A kind of communication opportunity; what date, layout, etc. to choose for newspapers and periodicals;

5. Media budget allocation: budget the expenses required for combining media.

11. Advertising budget and allocation

All advertising expenses during the year must be included, including:

1. Research and planning expenses;

　2. Advertising production fee;

　3. Media usage fee;

　4. Promotion fee, management fee;

　5. Mobility fee, etc. .

12. Unified advertising design

Based on the above comprehensive requirements, design drafts or scripts for newspapers, magazines, radio, television, and POP advertisements are designed for advertising within the year. The unified design produced is used as a reference or basis.

Thirteen. Advertising Effect Forecast

Methods for predicting the goals or effect feedback and detection that advertising planning can achieve: see Chen Pei'ai: "Advertising Planning and Planning Book Writing", published by Xiamen University Society October 1993 edition, pages 11-14.

The two opinions are basically the same. We have seen that advertising planning is a comprehensive strategic activity, just like the strategic operation of a large military campaign. The planning book is the written battle plan of the campaign. Whether the plan is thorough and has many or few flaws is related to the success or failure of the campaign. . The same is true for the writing of advertising plans. It is related to the rise and fall of an enterprise, so it must be treated with a serious, scientific and responsible attitude. It must not be taken for granted, done behind closed doors, or dealt with carelessly.

At the same time, we have seen that writing an advertising plan requires not only writing skills, but also extensive multi-disciplinary knowledge, including mastering marketing, consumer psychology, anthropology, literature, and aesthetics , film and television writing, advertising psychology, advertising strategy and other relevant knowledge, as well as relevant knowledge of various commodities. At present, there is a serious shortage of advertising planning talents, just because he is not something ordinary people can do. Advertising planners should be a generalist. If we want to be an advertising planner and write a perfect planning document, we must first have in-depth knowledge, a high degree of cultural accomplishment and a high degree of advertising theory.

2. Advertising activity plan

1. Product analysis

Company profile: Chongqing Tianyou Dairy Co., Ltd. is approved by the Chongqing Municipal People’s Government. A joint-stock enterprise reorganized and established by the original Chongqing Tianyou Dairy Co., Ltd.

The company adheres to the business philosophy of "for the health of citizens, we make unremitting efforts; for the prosperity of farmers, we fulfill our mission", is market-oriented, driven by innovation, promotes development through reform, and creates With the goal of "Centennial Friends of Heaven", we have vigorously implemented agricultural industrialization operations and established 13 high-quality milk source bases. We have a domestic first-class modern dairy processing plant and a 500 tons/day milk processing capacity, producing pure fresh sterilized milk, yogurt, and lactic acid. There are more than 80 dairy products in 7 series, including beverages, flavored milk, ultra-high temperature sterilized milk, plant protein milk and milk powder, forming a sales market mainly in Chongqing and radiating to 5 surrounding provinces. The company's main economic indicators have been maintained for several consecutive years. Rapid growth above 40.

Brand: Tianyou Vitality Yogurt.

Product portfolio: According to market research, students over 70 like to drink yogurt, and the proportion is much higher than other types of milk. Among various flavors, there are many fruits such as strawberry, pineapple, lychee and kiwi. Mixed flavor preference rates. Accordingly, Tianyou Vitality Yogurt also launches a variety of mixed or single-flavored fruit-flavored yogurts to meet the needs of customers with different tastes in the target market and expand market share.

Packaging: Packaging type analysis: Tianyou Dairy currently adopts three forms of yogurt series: boxed, bottled, cup and bag.

Product features: Made of high-quality pure fresh milk and lactobacilli as raw materials, in addition to the protein, fat, vitamins and other ingredients contained in milk, this product is also rich in active lactobacilli and bifidobacteria, which have a beneficial effect on the human body. Appetite, easy digestion and absorption and gastrointestinal health effects. Especially for college students who use a lot of brain power, it can better regulate body functions, enhance immunity, and make people full of energy at all times.

Product positioning: health-care yogurt suitable for students to drink.

2. Marketing strategy

1. Market analysis. At present, the dairy product market is mainly represented by Mengniu and Yili. Therefore, if Tianyou wants to occupy a certain market share, it must first analyze its advantages and disadvantages.

Advantages:

① There is no monopolistic brand in the milk market of Chongqing Region.

②The milk consumption market in Chongqing is not yet mature and has considerable market development space (especially in the low-end market).

③There are many flavors and reasonable prices, attracting the attention of many young consumers.

④ There is a local dairy base in Chongqing, which can ensure the freshness of the milk source and provide it in a timely manner to meet the needs of consumers.

Disadvantages:

① The advertisements of the two dairy giants Mengniu and Yili have been deeply rooted in the hearts of the people and have won the trust of most consumers.

②Although Tianyou has a local milk source base, the quality of the pastures in Xinjiang and Inner Mongolia is not as pure and natural as that of Mengniu and Yili. After all, Chongqing is a mountainous area and does not have vast pastures. In this regard, Tianyou yogurt can be promoted by leveraging its strengths and avoiding weaknesses to create a marketing strategy.

2. Determine the consumer group. In terms of determining consumer groups, purchase points can be set up at universities and middle schools with residential campuses. For those who need to order delivery to the dormitory, please contact the school’s work-study program or conduct recruitment. Let the recruited students be responsible for delivering milk to each dormitory and delivering flyers for publicity. Through such a series of publicity, consumers can understand the taste, characteristics and functions of the product, and try to make them repeat purchases and become loyal consumers of Tianyou.

3. Choose advertising media.

① Television: The promotional video will be played during the prime time of various local TV stations in Chongqing or during the advertising time of TV dramas, and will be played during prime time on satellite TV stations.

② Broadcasting: For those who can only listen to the radio when there is no TV station in the taxi, and some universities do not have TV and other equipment, and listen to more music radio broadcasts, play the slogan in the morning, noon and evening, frequency 3 times/day, the theme is to emphasize that Tianyou Vitality Yogurt is full of energy milk.

③ Paper newspapers and periodicals: For students who prefer to read traditional paper media such as newspapers, magazines and periodicals, you can place advertisements on them.

④DM media: Sales staff often go to the dormitories of various schools to distribute leaflets one by one to promote students’ understanding of Tianyou Vitality Yogurt and deepen their impressions.

⑤Street sign advertising: Since the target group has a relatively fixed scope of activities and spends most of its time on campus, a certain number of street sign advertising can be selectively erected in and near the campus.

⑥New media media: website video advertising, in-vehicle media (such as buses), and building media. Through the dissemination of these new media, we will increase publicity efforts and leave a deep impression on people while walking to work.

3. Creative copywriting

1. Advertising content.

① A director was filming a yogurt commercial for Tianyou (the prop was only a cup of yogurt). After doing aerobics, the actor was supposed to pick up the yogurt and pretend to enjoy it, but he took a sip and couldn't stop. Come down and finish the glass. The director said he would do it all over again.

②The director had no choice but to ask his assistant to bring a new glass. In order to prevent the actor from finishing the drink again, the assistant brought an empty bottle to the actor. The actor was full of expectations and wanted to drink it, but found that it was empty and shouted: "Why is it empty!?"

③The director had no choice but to go get a new cup of yogurt by himself. Just when he was about to continue filming, he suddenly called When it rang, he walked away to answer the phone, called his assistant to help keep an eye on the yogurt, and told the actors not to drink it. The director turned and walked away. Time passed. The assistant stared at the yogurt, looked around, and couldn't help but drink the yogurt.

④The director came back and did not know the situation, so he asked his assistant to hand the yogurt to the actors and prepare to start filming. The actor shouted again: "Why is it empty again?" and threw the empty cup to the ground.

⑤A close-up of the yogurt falling to the ground, and then the flow effect of the pulp and milk inside the yogurt appears. Finally, the slogan came out: Tianyou yogurt, youthful vitality, seductive taste!

2. Advertising goal

The goal of this advertising is to launch Tianyou’s new product-Tianyou Vitality Yogurt, build its popularity, and get consumers to try it out. Establish basic needs.

3. Design advertising strategy

Advertising creativity: Emphasize the freshness and vitality of Tianyou Vitality Yogurt.

Creative strategy: Adopt the slogan strategy, and strive to emphasize the freshness and vitality of Tianyou Vitality Yogurt in creativity, so that students generally believe that fresh milk is more nutritious and that students should be more energetic in their upright youth. The *** rings.

IV. Anticipation of advertising effects

Evaluation: Use the method of pre- and post-evaluation to record the sales situation before the Tianyou Active Yogurt advertisement, and then record the sales after the advertisement. Sales are recorded for comparison, to determine the effectiveness of advertising, and to evaluate advertising.

Advertising budget: Media promotion expenses: 300,000

Advertising production expenses: 50,000

Since the advertisement itself is entertainment in nature and the content is relatively funny, Young consumer groups are easy to digest and accept, and leave a deep impression on their hearts. Therefore, sales after the broadcast will continue to increase, bringing profits to the company.

3. Advertising activity plan

Advertising theme: Life can bear the weight - pay attention to miners and care for life.

Purpose of advertising:

1. To arouse social attention and concern for miners.

2. Raise the public’s awareness of life safety and health, and cherish life.

3. Enhance the company’s awareness of miners’ safety responsibilities and act in accordance with the law.

Key points of publicity: 1. The life safety of miners deserves to be taken seriously. Miners are an indispensable and important human resource for heavy industry.

2. The person in charge of the company where the miners work must ensure the safety and health of employees and cherish their lives.

3. Advocate to improve the ideological and moral quality of people in the whole society and become useful people to society.

Advertising target audience:

1. The general public.

2. Illegal mining factories

Principles of communication:

1. Diversification of communication media and methods.

2. Continuity of the communication process.

3. Extensive scope of communication.

4. The three-dimensional and lasting communication effect.

Usage occasions:

1. Media communication in television, radio, newspapers, news events and other aspects

2. Internet communication

3. Outdoor transmission

Implementation plan:

1. A miner victim was pushed into an ambulance by a nurse, with his family members crying beside him.

2. A little girl with black fingernails, dressed in ragged clothes, holding a photo of her dead miner father in her left hand and a broken bowl in her right hand, knelt down and begged passers-by.

3. A group of miners walked home after get off work. They only had the whitest teeth in their bodies, but they still smiled so brightly!

Print newspaper advertising:

Plan 1 is to hold a public service advertising design competition sponsored by enterprises, promote it in news events, and use the winning works as outdoor, newspaper, and online advertisements for this promotion. .

Option 2: The planner provides posters as outdoor advertisements and newspaper advertisements for this promotion, sponsored by the media or enterprises.

4. Advertising activity plan

1. Advertising products

XX brand smart rice cooker

2. Advertising purpose

1. Promote named purchases

2. Strengthen product characteristics

3. Communication influence: well-known - understanding - convinced - action

3. Market background analysis

(1) Target market: Kitchenware that every kitchen must be equipped with, and home appliances that are essential for every family.

(2) Consumption preference: This product emphasizes appearance, speed, quality and brand.

(3) Purchasing mode: frequency of purchase, price, place and the quality that you are most interested in when purchasing.

(4) Information channels: The channels through which people obtain information are mainly through TV advertisements, radio advertisements and posters posted in shopping malls. The media that people rely on most should be the first two.

(5) Competition situation: The main brands of this type of products currently popular in the market are:

1. Midea (China’s well-known trademark, China’s top ten rice cookers (rice cookers) ) brand)

2. Supor (China’s well-known trademark, one of the top ten rice cooker (rice cooker) brands in China

3. POVOS (China’s well-known trademark, one of the top ten large enterprises) Large rice cooker (rice cooker) brand)

4. Panasonic (China’s well-known trademark, world brand, top ten rice cooker (rice cooker) brands)

5. Hemisphere brand electric rice cooker Rice cooker (Guangdong, top ten rice cooker (rice cooker) brands, Guangdong Hemispheric Industry)

6. Aide Rice Cooker (China's well-known trademark, Guangdong, top ten rice cooker (rice cooker) brands)

7. Triangle Brand (top ten rice cooker (rice cooker) brands, Guangzhou Light Industrial Products Group Co., Ltd.)

8. Red Brand HONG (China, Zhanjiang Household Appliances Industry Co., Ltd., Guangdong Province Company)

9. Sanyuan Rice Cooker (China, Foshan Shengfa Electric Co., Ltd., top ten rice cooker brands)

Foreign brands mainly take advantage of advanced and excellent technology But the price is higher, and domestic brands mainly have the advantage of low price and complete functions. The sales situation is that foreign brands have a slight advantage.

(6) Conclusion: Although it is temporarily in a weak position, it has broad development prospects. Opportunities and challenges coexist. Only through continuous innovation can we remain invincible.

4. Advertising areas

Major cities across the country

5. Advertising objects

General public families

6. Product positioning

Efficient, fast, fashionable appearance

7. Advertising theme expression and media use

　1. TV advertising planning

Use multiple fast-moving images to switch as well as rocket launches, bullet ballistics and other high-speed things to show the speed of the product.

　2. Personnel arrangement

Camera: Zhu Yakun, Liu Sen

Planners: Su Lirong, Zhang Yue, Zhou Jia

3. Props:

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Rice cookers, vegetables, rice, plates, kitchen utensils, clocks, keys

8. Budget allocation

1. Purchase props for 50 yuan

2. Miscellaneous expenses 50 yuan

5. Advertising activity plan

Foreword:

As the pace of people’s lives continues to accelerate, people’s dietary life has also been It is deeply marked by the times. Because instant noodles provide everyone with great convenience, they have become an indispensable part of food in many people’s lives. When talking about instant noodles, many people will immediately think of the Taiwanese brand Master Kong. China is almost a household name. Master Kong created a cute animated character and built the Master Kong Food Kingdom in the Chinese market as a food expert who pays attention to health and deliciousness. College students are an important consumer group of instant noodles. Through comprehensive investigation and analysis of the product market, we have made a complete set of marketing strategy plans with the main purpose of increasing the market share of Master Kong instant noodles in Zhongyuan Institute of Technology.

Market analysis

1. Sales environment analysis

College students are an important consumer group of instant noodles. As far as our school is concerned, the school implements closed management from Monday to Friday. The scope of students' activities is basically on campus. The conditions of our canteen are simple and the meal time is concentrated. When students are tired of the food in the canteen that never changes in taste and the trouble of crowding the canteen to grab a meal, they will naturally choose instant noodles that are affordable and convenient.

2. Self-analysis and sales comparison

Master Kong’s instant noodles are of excellent quality, with fragrant soup, and are available in both bowls and bags. More importantly, it has a Master Kong’s name.

Wei Yingjiao, chairman of Ting Hsin International Group, once said: Many people think that the boss of Master Kong is named Kang, but this is not the case. Kangyi means that we want to provide consumers with healthy and nutritious food. Master has the impression of kindness, responsibility and professional achievement among Chinese people. This name has affinity. Using the brand Master Kong reflects our sense of responsibility.

Master Kong is a domestic instant noodle brand. According to our market survey questionnaire at the South Campus of Zhongyuan Institute of Technology, many people first choose Master Kong when buying instant noodles. The reasons for purchasing are, first, the brand effect, and second, the Because it's delicious. The recent market survey across the country outside the campus shows the following data:

Champion: Master Kong’s comprehensive market share remains above 34%. Runner-up: Unification.

Third place: Hualong. Fourth place: Nissin. Fifth place: Nongxin. Sixth place: Fumanduo. Seventh place: Huafeng. Eighth place: Jin Mailang.

Ninth place: Very strong.

No. 10: Doll.

Although brands such as Uni-President, Jinmailang, Baixiang, and Haojindao also lead the campus market due to their taste and price differences, Master Kong, China’s leading instant noodle brand, still occupies the leading position. It controls half of the instant noodle market.

3. Consumer analysis

Students are generally inseparable from instant noodles, and under what circumstances do students generally choose instant noodles?

According to our investigation:

Lazy. Many students are busy studying and are too lazy to eat. Or when they see too many people eating in the cafeteria after class late, they will choose to eat instant noodles.

Poor. Students themselves are a consumer group and can save money by eating instant noodles.

People who use computers all day long. A large proportion of students like to play games or learn computer software. These people are unwilling to leave the computer and often choose fast food like instant noodles.

It looks like a single shadow. People who don’t like to eat in the canteen alone will choose instant noodles.

People who really like instant noodles.

Since these people will choose instant noodles more, how can we capture the attention of these people and make them buy more instant noodles when buying instant noodles?

4． Competitor analysis

Based on the survey of other brands, we know that the reason why students choose Baixiang instant noodles is because of it, and the reason why students choose Haojindao and Fumanduo is because the prices of these two noodles are positioned at Mid- to low-end, compared to those who choose the above instant noodles because of their cheap prices, the prices are basically set at the mid-to-high end. Competition among brands such as Jinmailang and Master Kong is quite fierce. Master Kong attracts student groups. The characteristics of the noodles are that they are doughy, smooth, fragrant, have a big brand, good-looking packaging and affordable prices. Moreover, Master Kong conducted a comprehensive market survey and analysis when launching various flavors of instant noodles. After the survey, it was found that the Chinese people’s favorite noodle flavor is beef, the second and third are pork ribs and chicken, and the fourth is seafood. taste. After determining the beef flavor, after continuous improvement and having tens of thousands of people try it, we finally produced a product suitable for public tastes. Therefore, Master Kong’s braised beef noodles are invincible compared with all brands. Looking at Uni-President and Jinmailang, their noodles and materials are also very unique, and their sales are closely behind ours. So, what are our characteristics? And how can we use these enhanced features to promote Master Kong’s sales?