5 model articles on advertising planning scheme

In order to ensure the smooth progress of work or things, we need to make a plan in advance, which can clearly define a general direction for an action. I'll bring you a sample essay on advertising planning scheme. I hope you like it! Model essay on advertising planning scheme 1

1. Preface

With the economic development of our county, the number of newly-born small and medium-sized enterprises is increasing. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, home purchase guarantee and other businesses for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and mass information, so as to achieve the goals of increasing the company's popularity and expanding business.

second, market analysis

(I) analysis of enterprise operating conditions

through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, a major problem facing the company at the moment is insufficient visibility. In order to pursue further development, the company must intensify its business expansion, further publicize its brand and enhance its visibility.

(II) Product analysis

The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring business and home purchase guarantee for small and medium-sized enterprises. There are few enterprises that can supply this business in our county (specific figures can be written), so the competition we are facing is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

(3) Market analysis

In recent years, the number of small and medium-sized enterprises in our county has been increasing (specific data can be added here), and the capital chain of the newly-started enterprises is incomplete, and it is easy for small and medium-sized enterprises to be short of funds at the beginning and in the process of development, so we have a large customer base.

(4) consumer research

SMEs learn about the services provided by the company mainly through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.

Third, advertising strategy

1. Obey the company's overall publicity strategy, establish the product image, and at the same time pay attention to establishing the company image.

2, long-term, launch consistent advertising in necessary time.

3. Extensive, choose diversified publicity methods and pay attention to those with good publicity effects.

4. Seize the opportunity and be flexible.

iv. advertising strategy

(1) online publicity

advertising on websites where enterprises are relatively concentrated. Such as the information platform concerned by enterprises, local information websites, portal websites, etc. In addition, a group of network promoters can be enabled to promote in major forums that enterprises pay attention to.

(2) TV media publicity

Advertising in our county TV station. The form is flexible.

① make ordinary advertisements in prime time and play them circularly.

② Business leaders participate in corresponding programs in TV stations to publicize corporate culture.

③ Invite TV stations to do interviews about our company. This can show the company's business and corporate culture more deeply.

(3) Paper media publicity

① Publish articles in newspapers and business magazines in our county.

② Ask the reporter to make a special report.

(4) Entity advertising

Entity advertising is divided into two parts:

① Design publicity color pages and distribute them to small and medium-sized enterprises in our county. The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable.

② Street advertising space publicity and electronic screen publicity.

IV. Budget of advertising expenses

(to be filled in according to the actual situation)

V. Prediction of advertising effect

The advertising effect can be determined irregularly by means of questionnaires, symposiums, etc., so as to revise the advertising planning scheme at any time.

advertising planning plan model essay 2

Qingyuan has beautiful scenery, fresh air, clear rivers and beautiful environment. In the comprehensive environmental index tests over the years, Qingyuan's environmental quality ranks among the best in all major prefecture-level cities in Guangdong Province, and it is the most advantageous area in natural ecological environment. Qingyuan has outstanding advantages in location, tourism geological resources and environment, and it has broad space and great potential to develop tourism and leisure economy. How to rationally develop and utilize the tourism geological resources in Qingyuan, develop the tourism and leisure economy and benefit the people of Qingyuan has become a new topic worthy of in-depth discussion, which has important practical significance. Moreover, in recent years, Qingyuan's tourism industry has flourished relying on unique tourism resources such as "hot spring drifting, karst caves in mountains and rivers, and enthusiastic ethnic groups". At present, there are nearly 8 scenic spots and scenic spots in the city; Among them, there are 8 national 4a scenic spots. It has won many titles such as "China Excellent Tourist City", "Hometown of Drifting in China", "Hometown of Hot Springs in China", "Hometown of Strange Cave in China" and "Hometown of Dragon Boat in China".

1. Preface

Starting with the theme of "Life is high and waves are high, drifting is free and romantic", according to the development strategy, functional orientation and overall layout of investors, Qingyuan rafting is positioned and promoted in a whole set, aiming at advocating new ideas of life and telling people that they should pursue a higher spiritual life while having a good material life. And "Qingyuan Drifting" is the best dazzle on the top. What we need to do is to let tourists contact Qingyuan and Qingyuan Drifting in many directions and at many levels, and then experience a leisure holiday time in Qingyuan Drifting, so as to gain a romantic trip with physical and mental pleasure, so as to enhance our understanding of Qingyuan's history, culture, folk customs and customs, improve the awareness and reputation of enterprises, lay a solid foundation for the later operation of enterprises and win lasting economic benefits for enterprises.

2. Market analysis

1. Market environment analysis: Qingyuan has beautiful scenery and beautiful environment, and tourism resources have the characteristics of leisure. Therefore, the route we designed is mainly aimed at young people (including students, white-collar workers, teachers, etc.)

1). In 2 years, the total number of ordinary colleges and universities in Guangdong Province has reached 112, and the number of students in ordinary colleges and universities in the province has reached 1,3. Obviously, this is a huge market, and the opening of the Wuhan-Guangzhou Passenger Dedicated Line can quickly bring college students from the two lakes (there are more than one million college students in Wuhan alone, ranking first in the country) to Qingyuan. Therefore, the holiday group tour and graduation tour for college students launched by our dream tour will be promising.

2) Low-carbon tourism is a trend. Not only should hotels implement "low-carbon", but tourism should also support environmental protection and explore business opportunities. For this reason, we will launch a bicycle tour integrating leisure, fitness and tourism, which is also aimed at young people. In response to the impact of the global financial crisis on the tourism industry, the National Tourism Administration launched the National Tourism Leisure Plan, which was first tried out in Guangdong, Shandong, Zhejiang and Jiangsu. These include study tours for students.

3) At present, many primary and secondary schools just stay in the ivory tower and live a comfortable life. They know little about the outside world, and they also lack the awareness of employment-oriented learning since childhood. With the improvement of the living standard of materials, today's students lack hard-working experience since childhood, and their ability to resist blows has declined. Meanwhile, local travel agencies have not developed a tourism project that can train students to work hard. In view of this phenomenon, we need to develop a military route for tourism. By letting students experience the life of the army and cultivate their spirit of hard work, they can study hard and contribute to the construction of the motherland in the future.

2. Analysis of enterprise operation

1) At present, there are more than a dozen travel agencies in Qingyuan, such as Qingyuan Tourism Corporation, Qingyuan China Travel Agency, Qingyuan Youth Travel Agency, Qingyuan BBK Travel Agency and Xinghui Travel Agency. There are many travel agencies in Qingyuan, but their service levels are uneven. They lack the spirit of innovation and the awareness of establishing travel agency industry brands, and have no sense of crisis. For example, the service attitude of the travel agencies we visited is very general and lacking enthusiasm.

2) The fierce competition among travel agencies has led to the gradual decline of market share and the gradual shrinkage of tourists, which has also caused some competitive disadvantages. For example, a considerable number of travel agencies are engaged in "price wars" instead of reducing costs and improving quality, which is detrimental to brand reputation; Many tourism products and services are relatively extensive, and tourism promotion methods are single and backward. Now the rating activities of travel agencies are being carried out, which is conducive to correcting these disadvantages.

3) After the promulgation of the new regulations, the industry management has become more regulated, standardized and formalized, especially in terms of safeguarding consumers' rights and interests, and the travel agency is facing the problem of whether the management mode and business philosophy can be effectively combined with the market due to the great change of its own business form; With the gradual expansion of the scale of travel agency industry, the change of consumers' demand for services and the enhancement of legal awareness, the question of whether the repositioning of travel agency services can meet the market demand can be accurately put in place.

4) The degree of collectivization and branding of Qingyuan's tourist hotel industry is not high, especially the emerging economic chain hotels have not yet become a climate.

5) Qingyuan tourism agency has a fine division of labor, lacking specialized intermediary companies, independent companies such as hotel reservation, ticketing reservation, catering reservation, tourist attractions reservation and tourism consulting service.

3. product analysis

Qingyuan has outstanding advantages in location, tourism geological resources and environment, and it has broad space and great potential to develop tourism and leisure economy. How to rationally develop and utilize the tourism geological resources in Qingyuan, develop the tourism and leisure economy and benefit the people of Qingyuan has become a new topic worthy of in-depth discussion, which has important practical significance. The ornamental geological landscape of tourist geological resources is often the foundation and premise of the establishment of tourist attractions. The tourist geological resources available for development and utilization in Qingyuan City mainly include the following categories: 1. Karst geological landscape 2. Granite peaks and ridges 3. Canyon landscape 4. Waterfalls 5. Drifting 6. Geothermal 7. Beach 8. Kistler 9. Gold 1. Qiquan 11. Ancient glacier remains. However, Qingyuan City, Guangdong Province, as the first and only "drifting hometown of China" in China, has developed in full swing in recent years, and has become the most successful and mature place for drifting tourism in Guangdong and one of the most famous drifting places in China.

4. Customer analysis

With the rapid development of the national economy, the consumption level of college students has been continuously improved, and tourism products have been accepted by college students in terms of economic affordability. At the same time, college students have sufficient leisure time, strong tourism consciousness and motivation, and the advantages of consumption structure, which make them a potential tourist market with high travel rate and broad development prospects. However, the college students' tourism market is often regarded by the industry as a "backpacker", with a large number of people and low efficiency. It is often regarded as a low-consumption and low-profit market. Therefore, the development and research of the college students' tourism market by tourism companies are often ignored or paid insufficient attention, which leads to the problems of high price of tourism products, weak product pertinence and blindness in product development in the college students' tourism market, which cannot meet the huge demand of this particular group. (The specific content is listed in the promotion plan of the new tourist route in the University Town)

Third, the advertising area

Because Qingyuan City is located in the north-central part of Guangdong Province, the middle reaches of the Beijiang River, the south side of Nanling Mountains and the junction of the Pearl River Delta; It borders Guangzhou and Foshan in the south, Hunan and Guangxi in the north, Shaoguan in the east and northeast, and Zhaoqing in the west and southwest.

Therefore, focusing on the Pearl River Delta, we should vigorously promote the surrounding tourists, strengthen publicity, and attract a large number of energetic students to seek excitement. To meet the theme of this advertisement.

IV. Advertising Audience

All students in the University Town can be individual travelers or group travelers. We will try our best to meet the needs of consumers and attract more consumers according to various situations.

v. advertising strategy

attracting tourists and attaching importance to tourism publicity, especially to major source countries, are important means for the survival and development of tourism. Many scenic spots are not well known; Due to the lack of systematic development and publicity, the scenic spot "bred in an inner chamber, with no one knowing her" has caused the current "with ever fewer chariots and horses at her door", which has brought certain difficulties to the next marketing promotion. The tourism industry in Qingcheng District should make use of the brand of "China Excellent Tourism City", increase investment and do a good job in publicity and promotion.

VI. Media Strategy

Because we mainly focus on college students, we can see that college students mainly receive information from the Internet according to their daily consumption. Therefore, if they want to do a good job in publicity, the main means should be online marketing. However, in combination with ordinary media and other modes of communication, we should choose focus media, fashion magazines and direct marketing.

VII. Advertising Budget and Distribution

The budget is about 2-about 5 yuan

Distribution: Advertising is mainly promoted in the forums of major universities, and the main thing is to distribute leaflets.

Model essay of advertising planning scheme 3

When a new product comes out, it is necessary to advertise in order to achieve the purpose of mass sales, and the planning quality of advertising agents is directly related to whether the product can open a market.

after nearly 3 years' efforts, there are several institutionalized advertising agencies in China's advertising industry today. If we can fully trust these advertising agencies, entrust these advertising companies to do advertising planning, and fully accept the suggestions of advertising agencies, we will often receive unexpected good market results.

The new product "Jelly" created great success in summer and autumn last year, which is a good example based on successful advertising planning. The manufacturer (advertiser) of this new product, after the product development reaches the standard that can be published, entrusts all the advertising work, including product naming, packaging design, trademark design, market research, advertising steps, etc., to an advertising company as an agent. _ _ The advertising company accepted such a complete set of work, feeling a great responsibility, and devoted all its efforts to research and design for advertisers.

First of all, together with advertisers, they listed the competitors of new products in the market, such as ice cream, popsicles, fruits and so on. After detailed analysis and comparison, the new product has several advantages: like many fruits, it does not contain starch, and it is better than ice cream in nutrition and taste. Like ice cream, it is better than fruit in coolness and simplicity, and it can quench thirst, and it is also more hygienic than other products.

according to these advantages, the advertising company held a "brainstorming meeting", which is a very important step in advertising planning. At this meeting, we will first discuss the naming of products. At first, everyone provided more than 5 names, and in the second step, three names were selected. Finally, from these three names, this novel name is selected, which is easy to read and remember, and also conforms to the essence of the product.