The target of the designed works is to determine the final destination environment of the material works produced by the design output.
Then, collect the materials, including pictures, introduce advertisements and so on, and conceive them.
The following contents may be helpful to you.
Optimal combination = planning and discussion on the optimal combination of advertising media.
Planning is a profession, as well as an opportunity and challenge!
Planning is the crystallization of science and art, and planning is the catalyst of social development!
planning is not everything, but you can't do anything without planning!
plan for success and plan for failure!
some people say that selling is planning;
some people say that marketing equals planning, and planning equals planning.
Whether they are equal or not depends on the book:
In Etymology, there is no word "selling", only words "pushing" and "selling". The main meanings of the word "push" are as follows: 1. Squeeze things out by hand to move; 2. Migration and movement; 3. discharge.
The main meanings of the word "sales" are: 1. Sales consumption and sales reduction; 2. impairment.
sales promotion is a new phrase used by modern people, which mainly means to get rid of or reduce something through a force.
The word "marketing" does not exist in Etymology, and the word "marketing" is interpreted as "management and planning" alone.
"marketing" is a new phrase used by modern people, which means "using planning means to get rid of or reduce a certain product in exchange for money and materials."
"plan" has a fixed phrase in Etymology, which contains "plan", which is equivalent to "plan" in English.
"planning" is a talk about "planning, plotting, planning and strategizing" in Etymology. In English, it is similar to "strategy plus pian" (strategy, tactics).
It can be seen from this that the meaning of "marketing" is not only sales promotion, but also planning.
The connotations and extensions of sales promotion, marketing, planning and planning are different, but they are closely related to each other. In the business activities of enterprises, you have me and I have you.
selling a comb is called selling;
selling 1 combs is called marketing.
It's a plan to sell 1 combs in 1 cities.
The thinking and method of selling combs to monks is planning.
Shouting and selling a bottle of wine in the street is selling.
quietly selling 1 bottles of wine in the street is marketing.
It's a plan to sell 1 bottles of wine in 1 streets.
A series of steps and methods to sell wine to aliens are planning.
this is only for marketing. in fact, the extension of planning is from space to the bottom of the sea, from the east to the end of the world, and from the west to the cape. it is all-encompassing and can be used everywhere. the essence of planning is to analyze problems, find out the breakthrough, make strategic decisions, and implement a series of optimized combination schemes to achieve the determined maximum goal.
so, what is the definition of planning?
There are several sayings at present:
Planning is to operate the occurrence and development of events through carefully arranged publicity and means.
planning is a systematic project that effectively organizes various strategies and methods to realize strategy.
Planning is a spiritual activity from scratch.
Planning is a procedure, and in essence it is a rational behavior using brain power.
Planning is a design, an arrangement, a choice, or a decision, rather than a blueprint for changing the status quo.
in my opinion, the definition of planning should be as follows: adopt a series of best combination methods, fully tap and utilize existing resources, and scientifically formulate systematic ways and means that can achieve the best effect and achieve the highest goal. This is called planning.
why should we emphasize the optimal combination repeatedly?
according to the research of experts at home and abroad, a general rule of combination is put forward: 78 to 22.
Earth: the area ratio of ocean and land is 78 to 22;
Wealth: The ratio of the poor to the rich in the world is 78 to 22;
society: the ratio of unsuccessful people to successful people is 78 to 22.
...
Combination constitutes the world, combination constitutes the progress of human society, and combination creates material civilization and spiritual civilization.
China * * * represents the interests of most people, and most of them are excellent molecular groups.
Mao Zedong, Zhou Enlai, Liu Shaoqi, He Long and Peng Dehuai led the people of China to overthrow * * * and establish the regime of * * *.
The combination of Liu, Guan, Zhang and Zhuge Liang in the Three Kingdoms turned disadvantages into advantages and established the pattern of "three points in the world".
The combination of Hitler, Gore and other careerists created the tragedy of almost annexing the world!
The combination of the United States, Britain and the European Union interfered in other countries' internal affairs and created a bloody attack on Yugoslavia!
Li Jingwei and his comrades-in-arms, from scratch, created the world-famous Jianlibao Group.
Zong Qinghou and his colleagues combined to raise the sun of Wahaha in the middle land.
The combination of Zhang brothers and other outstanding talents of Changsha Yuanda Group has created brilliant achievements of Yuanda Group.
The combination of Wu Xiangdong and sales wizards quickly established the position of "Jinliufu" in liquor.
in all these cases, the law of combination is generally practical, and the energy of combination erupts everywhere!
what is a planner?
a planner is a thinker and strategist who adopts the method of combining science and art, implements a specific optimized combination, and formulates relevant plans to promote progress and development.
The basic qualities that a qualified planner, planner and planning expert should possess are: the brushwork of a writer, the mind of a philosopher, the decisiveness of a politician, the vision of an economist and the knowledge of a historian. At the same time, you must have the legs of a reporter, the mouth of a salesman, the shrewdness of a businessman and the picky of customers!
in addition to these, I think we should also have very important conditions: pragmatic and pragmatic, honest and honest and honest!
if we want to plan for others, we must plan ourselves first. Only when you are "rich" can you plan others and make others "rich". The word "rich" includes two meanings: the wealth of cultural knowledge and the wealth of material wealth. As a planner, he doesn't study hard and has no foundation. He only relies on an accidental opportunity to make a hype about one or two successful cases, and he doesn't know how to brag about it. As a result, he only shoots himself in the foot.
I advocate that planners should "plan everything, but also focus on one or two aspects." Because, no matter how clever and great a person is, his ability is limited, his knowledge is limited, especially his ability to master science and art for seven nights is limited.
there are many kinds of planning, which can be divided into five categories according to different fields in society: political and military planning, social planning, enterprise planning, thematic planning and other planning.
1. Political and military planning includes: national image planning, diplomatic planning, military planning, war and peace planning, subversion and anti-subversion planning; Politicians from all walks of life plan their campaigns; Other kinds of core secret planning ...
2. Social planning: public welfare and charity planning; Press and publication planning; Fund-raising planning; Science and education, cultural and health planning and so on.
3. Corporate planning: corporate image planning; Product listing planning, marketing system planning, defeating competitors planning, public welfare and advertising planning, CIS planning and so on.
4. Thematic planning: sports events planning, cultural performances planning, film and television drama shooting planning, festival celebration planning, design and publication planning, conference and exhibition planning and so on.
5. Other planning: crisis planning, special public relations planning, special special affairs planning and so on.
each kind of planning can be divided into several types, which are not described here. We are engaged in enterprise planning, which can be divided into: food, household appliances, medicine, cosmetics, IT industry and real estate. These major industries are the main bodies supporting the advertising industry and the planning industry. I advocate that planners focus on one or two items, mainly engaged in a big industry, so that they can be big, complete and refined, and can also produce results.
the planning is inscrutable, and the strong is better than the strong. If the true god doesn't show up, it's not true. The real great planner will not surface, because it involves state secrets, military secrets, scientific secrets, economic secrets, commercial secrets and so on.
Most successful business owners are experts in talent combination, resource combination, capital combination and public relations combination, and they are truly masters of planning, such as Li Jingwei of Jianlibao Group, who turned a closed rice winery into a large group with 5 billion yuan in 1 years. Ten years after Wang Guochun took over Wuliangye, he left his first-class competitors behind and became the leading brother in the industry. Golden Seed Group Suo Bingxun started from scratch for five years, developed into a group enterprise, and listed on the backdoor, which created the fastest development in the same industry and became a model on the right track.
Wang Xibing took the road of high-priced liquor and created "alcoholic" high-priced liquor. Through more than 1 years' efforts, he merged "Wuling" famous liquor in China, creating a precedent for liquor and becoming the pillar of liquor industry.
Every stratum, every affair and every occasion has the law of optimal combination and different methods of science and art.. As an enterprise, after making long-term development planning and short-term operation planning, the most important and urgent thing is to master the principles and methods of the best combination of advertising media.
the best combination of advertising media
"Half of my advertising fee is wasted, but I don't know where it is wasted?" Chinese and foreign entrepreneurs have always had a headache for this matter. Where is the advertising fee wasted? Waste in the lack of investigation and study, waste in the lack of scientific planning, waste in the lack of understanding of the strengths and weaknesses of various media; Waste in not knowing the best combination. Large foreign enterprises have professional agency companies, and the media implements a real agency system, which is very standardized and the advertising is more scientific. At present, China is in the initial stage of the Warring States in name, and there is still a period of time before the era of "Seven Heroes for hegemony" and "Three Kingdoms for separation". Current situation: 1. Unfair (media discount, media to advertising companies and advertising industry). 2, unfair (some advertising companies do not start from the brand, but simply to promote their own buyout or high discount media). 3. unscientific. At present, in advertising, a large part is "relationship advertising, human advertising, power advertising." Enterprises either choose a media to advertise (for example, a few enterprises invested 32 million yuan in a media, 22 million yuan in a media, or tens of millions in a media a few years ago, which not only failed to achieve the effect, but was heavily in debt, and there was nothing they could do.
in the past 1 years, the individual enterprises that our company acted as agents and planned, after several hundred thousand yuan to 3 million yuan, were on cloud nine, and somehow, they blindly placed advertisements and were at the mercy of others, betting their treasures on a kind of media, and the results were disastrous. In my opinion, it is better to invest tens of millions of yuan in a national media, not a thriving enterprise, or an enterprise with annual sales of more than 5 million yuan, to start from consolidating the regional market and then gradually face the national market.
Basic principles of advertising for enterprises
First, long-term. For example, well-known brands at home and abroad, such as Procter & Gamble, Motorola, Nokia, Pepsi, Coca-Cola, Kodak Film and Fuji Film, insist on continuous advertising, while Wahaha, Wuliangye, Jianlibao, Changhong, Haier and Little Swan in China have long planned to carry out advertising activities.
the shaping of a brand has to go through great changes and years of baptism.
rumors are repeated thousands of times to become truth, and product promotion becomes brand.
For enterprises and products, silence is water and shouting is gold.
Second, continuity
Every day a product survives, an advertisement will accompany it; The higher the brand value, the more advertising efforts should be intensified.
as long as there are crowds, there must be product advertisements.
We are submerged in the ocean of advertisements, and we swim on the stormy waves of advertisements.
successful brands at home and abroad do not advertise every three months or five months, or once or twice a year.
many bosses in domestic enterprises have a wrong idea that the function of advertising is only a single promotion, and only when the products can't be sold can they advertise. Five years ago, a well-known winery sold well, but the competition among peers was fierce, and its market share was likely to be gradually decomposed. The department manager suggested advertising, and the boss said with a tiger face, what's the matter? The famous wine can't be sold. As a result, after two or three years of delay, the product lost its great rivers and mountains. It was not until 1995 that the company changed its boss that it re-planned and invested in advertising. In Changsha in 1995 and Chengdu in 1996, we planned a series of schemes for it, which achieved a sensational effect, and one of them was included in the Guinness Book of World Records.
III. Authoritativeness
Choose different media according to the product appeal points and the publicity priorities at all stages of the enterprise. If you want to publicize the product quality, you should choose party newspapers, party magazines and quality newspapers as much as possible, and choose industrial and commercial newspapers as much as possible to publicize relevant laws and regulations and trademarks. It is best to choose food professional newspapers and periodicals to publicize food machinery. 4 sets of People's Daily Overseas Edition, China Daily and CCTV should be selected to attract overseas investment and publicize export products.
from the central government to the local governments, there are industry newspapers and periodicals in every industry, and they have the most say and are the most representative in this industry. Never ignore trade newspapers and periodicals. In a certain industry, they are the most authoritative and targeted.
for enterprises and products, the authority is not to choose big and complete, but to see whether they are expert and thorough.
trade newspapers and periodicals. In a certain industry, they are the most authoritative and targeted.
authority is not artificial and hyped, but it is objectively, fairly and truly owned.
Fourth, pertinence
If the authority is solved, the pertinence will be 5%.
The so-called pertinence means that when advertising, according to the target consumer groups, a series of detailed and in-depth plans and implementation rules are formulated from advertising creativity, advertising production, advertising background to media selection.
strong pertinence, large advertising audience and strong advertising shock.
targeted, less investment, quick results, "that half of the money" is not wasted or wasted very little.
Pepsi-Cola has segmented the market from the cola group and positioned itself as "the choice of the younger generation". In advertising, we have always chosen famous singers that young people like as image spokespersons. For example, Faye Wong, Ricky Martin, Jenny Jackson and Aaron Kwok were selected last year, and the positioning of "the choice of the younger generation" was firmly grasped.
The company competed with Coca-Cola last year and finally won. Title A Football League. In making full use of this big media, we have never deviated from the theme of "the choice of the younger generation".
the best congress in the world? The National Sugar and Liquor Fair is becoming more and more prosperous, and domestic and foreign food enterprises are scrambling to put advertisements on the Conference Journal, Huatangtangjiu and China Food Expo, and put in a lot of outdoor advertisements during the conference. Enterprises range from 1, yuan to 2, yuan, and millions are gone. For example, "Remy Martin" and "Martell" once set a historical record: a spring fair invested 18 million Hong Kong dollars.
some people think that enterprises are stupid, but they are not. If the enterprise has not tasted the sweetness, it will not be so blind. The mystery of this is that businesses set up a stage, manufacturers sing operas, thousands of businesses gather, and flowers bloom. This exhibition, which is held twice a year, has three characteristics: targeting dealers, contacting old friends and making new friends; Aiming at the big market, establish the corporate image and broaden the sales level: aiming at consumers, blow the chaff to see the rice and reap the profits.
I wanted to make the sugar and wine party more and more prosperous.