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1. Activity background:
March is the month of politeness. Small advertisements affect the beauty of the campus environment, and the whole wall is dirty and ugly after rain. In order to strengthen the management of advertisements and posters on campus, promote the construction of spiritual civilization on campus, enhance the civilized image of campus, and create a good learning and living environment for students. Make the "psoriasis" advertisement on the wall clear and clean, so that students can have a clean and tidy living environment.
second, the purpose of the activity:
through practical activities, cultivate students' awareness and responsibility of caring about the school appearance and beautifying the campus environment; By participating in campus public welfare activities, students' labor concept and dedication are cultivated. Take the "Civilization and Politeness Month" as an opportunity to improve everyone's environmental awareness. Improve students' cooperative team spirit and enthusiasm for work.
Third, the theme of the activity:
Build a civilized new style and create a harmonious job.
fourth, feasibility analysis:
there are a lot of small advertisements on the wall outside the restaurant, which affects the campus image.
on the morning of 1 and March 1, inspect the activity site and prepare tools.
2. On the afternoon of March 1, lead 11 students in the class to work outside the dining room.
3. Clean up the advertisements on the wall thoroughly during work, pay attention to the details and leave no dead ends.
4. Take it back after the cleaning.
5. Precautions:
1. All participants should take good care of public property, try not to hurt the primer of official business as much as possible, and do not litter the shoveled advertisements, put them into garbage bags and then throw them into garbage bins.
2. Participants should not make noise, laugh and play, and keep a good image.
3. Pay attention to the labor tools brought by the class, and don't lose them.
VI. Find and solve problems in time during the treatment, and pay attention to summing up experience. Summarize in time after the end to make better progress. Advertising campaign planning 2
1. Activity background:
March is Civilization and Politeness Month. Small advertisements affect the beauty of the campus environment, and the whole wall is dirty and ugly after rain. In order to strengthen the management of advertisements and posters on campus, promote the construction of spiritual civilization on campus, enhance the civilized image of campus, and create a good learning and living environment for students. Make the "psoriasis" advertisement on the wall clear and clean, so that students can have a clean and tidy living environment.
second, the purpose of the activity:
through practical activities, cultivate students' awareness and responsibility of caring about the school appearance and beautifying the campus environment; By participating in campus public welfare activities, students' labor concept and dedication are cultivated. Take the "Civilization and Politeness Month" as an opportunity to improve everyone's environmental awareness. Improve students' cooperative team spirit and enthusiasm for work.
third, the theme of the activity: building a civilized new style and creating a harmonious job.
fourth, feasibility analysis: there are a lot of small advertisements on the wall outside the restaurant, which will affect the campus image.
On the morning of 1 and March X, inspect the activity site and prepare tools.
2. On the afternoon of March X, lead 11 students in the class to work outside the dining room.
3. Clean up the advertisements on the wall thoroughly during work, pay attention to the details and leave no dead ends.
4. Take it back after the cleaning.
6. Precautions:
1. All participants should take good care of public property, try not to hurt the primer of official business as much as possible, and do not litter the shoveled advertisements, put them into garbage bags and throw them into garbage bins.
2. Participants should not make noise, laugh and play, and keep a good image.
3. Pay attention to the labor tools brought by the class, and don't lose them.
VII. Find and solve problems in time during handling, and pay attention to summing up experience. Summarize in time after the end to make better progress. With the continuous popularization and application of information technology, the internet has been paid more and more attention by people. Especially today when advertising is mature, the online advertising industry has gradually developed into another carrier to promote corporate image and stimulate consumption.
1. Media introduction
At present, the carriers of bus advertisements in Taizhou are: handheld bus, bus website, platform display screen, and in-car advertisements.
Second, the media features and advantages
1. Pocket bus carrier, with a daily click rate of more than 21xx times, has the characteristics of active and one-on-one contact with the audience, and can open a wide range of advertising resources. The overall accounting strategy has low cost and abundant income. The exploitable resources are: ① advertising promotion can be added to the startup page; ② bus tips and guide pages can be added to the entry page; ③ rolling display of advertisements can be added to the map page; ③ store names and nearby food searches can be added.
2. At present, the click-through rate of bus advertising websites is relatively low, and compared with other carriers, there is no feature of active contact by too large audience. The website needs further construction to increase the platform to attract audiences.
3. The platform display screen is low in price, but its influence and effect can not be underestimated. It is an advertising position where pedestrians have a long visual stay in the past, which is more attractive to people waiting for the bus, and it is suitable for doing short-term commodity promotion information on it.
4. Compared with the car body advertisement, the advantages of in-car advertisement are that the space inside the car is closed, the audience is large, the mobility is strong, the information is direct and clear, the transmission is rapid, and it is in close contact with the audience. It has affinity, good visual effect and fast production, which greatly strengthens the target group's profundity in products, facilitates publicity and increases the competitive advantage.
Third, media advertising costs
1. Pocket bus ① Start page advertising (11,111 yuan/year, 6,111 yuan/half year, 3,111 yuan/three months). (2) enter the page advertising scrolling (8111 yuan/year, 5111 yuan/half a year, 3111 yuan /3 months). ③ Map page advertisement (8,111 yuan/year, 5,111 yuan/half year, 3,111 yuan /3 months).
2. Bus advertising website
3. Platform display screen (21xx yuan /1 month).
4. each advertisement in the carriage (21,111 yuan/year, 16,111 yuan/half year, 11,111 yuan /3 months).
Fourth, publicity methods and purposes
1. In order to achieve better advertising effect, we can first increase the publicity of handheld bus on the map page of the bus platform.
2. you can print and distribute the publicity of new media.
V. Market development
1. We have a large number of old customers who cooperate in advertising, so we can continue to communicate and visit.
2. Different brands and products have different market demands, so as to attract customers to consider the advantages of new public transport media according to their own products and brand characteristics. Advertising campaign planning article 4
Our advertising operation has been completed. Looking back on the whole process, we are deeply touched and fruitful. Through this internship, I have a further understanding and understanding of advertising. To tell the truth, compared with the students majoring in advertising, in fact, what we do in this advertisement is very difficult. Because our real advertising knowledge has only been learned since this semester. A lot of things are not fully understood and mastered. Besides, we don't know how to use the advertising software. This leads to the fact that even if we have the best ideas, we sometimes express them. So many ideas can only be pass away. We finally chose video advertising, but no one in our group can use the pro tool for making videos. So we have to go to the library to find relevant books, and the production effect may not be very good, but we have really tried our best.
through this activity, we saw our own shortcomings. Like in advertising planning, as long as you start, you will realize how much you are really poor. I fully see my lack of knowledge. For example, there is a lack of creativity in the presentation of advertising language; In the writing of advertising copy, the writing level obviously needs to be improved. Of course, I also learned a lot from the students, such as: where to start planning an activity; How to write a plan and show it successfully; And the use of video production tools and so on.
I think besides professional knowledge, another important gain is in the working process of the team. Group learning is a very important and good learning mode. This is the first time we have carried out an activity. We feel that every detail has its < P > difficulties, and there are also things we can learn. The key point is that this activity can not be done by one person alone, but by the joint efforts of our group. For this reason, our group held several small meetings and quarreled a few words on one issue, but we knew it was for the sake of better work, so we were still very happy. I think after finishing this group work, we feel the strength and importance of unity, let us keep thinking and learning, learn many new things, learn to analyze and investigate, and increase our trust in others and communication skills. The most important thing to thank here is the leader of our group! She is responsible and active in her work, and often keeps the heaviest work for herself, and will listen to our opinions until we reach a consensus. She is the greatest contributor to the successful completion of this activity!
This activity has enriched our knowledge of advertising, made us step forward to a deeper level, and promoted my future study to a certain extent. However, we also realize that it is impossible to do this work well by this activity alone, and I need to accumulate bit by bit in my usual study and work, and constantly enrich my own experience. The road ahead of us is still very long, and we need constant efforts and struggles to really walk well. We should not only learn advertising theory and related technologies well, but also improve our practical operation ability, as well as more flexible thinking and good communication skills. Advertising campaign planning article 5
1. Preface
China has joined the wto, which makes the economy develop continuously, the living standard of consumers is improving, and the consumption concept is also strengthening. China candy market occupies an important position in China food market. The chocolate market is a new force in China candy market, occupying an important market position. In XX, the monthly chocolate production capacity in China exceeded 1,111 tons, but the actual production was less than 61,111 tons, and the average annual consumption capacity per person was less than 5 tons, which was not as good as that in western countries. This chocolate market in China is vacant. We must seize this market first.
2. Market analysis
1. Sales analysis
In 2119, the chocolate sales of retail stores were 99 million yuan and 581,111 yuan, accounting for 2.69% of the sales of 31 commodities, accounting for 1.94% of all retail sales, ranking 15th among 31 commodities, up 2 places compared with 2119. The proportion of sales in the total sales of 31 commodities increased by 1.16% in 1998, but the proportion in the total retail sales of all commodities increased by 1.13% compared with 1998.
2. Analysis of chocolate brands
The total number of chocolate brands in the monitoring range is 119, which is 1.2% and 8% lower than that in 1998. The average sales of a single brand is 581,111 yuan and 81,111 yuan. There are 12 brands above the average, accounting for 1,111%, and 97 brands below the average, accounting for 88,99%. There are 15 brands among the top 511 brands, the same as in 1998. Among them, Jianda entered the 511 leading brands. The top 511 brand account for 13% and 7% of that total number of chocolate brand, accounting for 2% and 76% of the top 511 brands, which is 1% and 57% lower than the average value of each variety. Among the top 511 brands, Dove (No.13) ranked higher, Golden Monkey ranked the highest, and Lellek ranked the highest.
(1) Market background
Domestic brands are rare in Shanghai market. However, the quality of domestic chocolate is not satisfactory, and only 5% think that domestic chocolate is delicious. Even though the price of domestic chocolate is much lower than that of foreign brands, it is still squeezed to the lower level of the market. Among domestic chocolates, only Shenfeng and Liangfeng of Shanghai Real Estate have performed better, but only 7% and 1% people think they are the best brands respectively.
(2) product analysis
1, type
a. Dark chocolate with milk content less than 1.2%
B. Hand milk chocolate, 11% cocoa pulp and at least 12% milk quality
C. White chocolate, chocolate without cocoa powder
d. Sandwiched chocolate, chocolate containing all kinds of fruit juice and hand milk
2 naming
Named with words that are easy to remember
(3) Packaging
Designed by China
(4) Color
Mainly red with white as the background
(5) Taste
Not only keeps the delicate and elegant flavor of European chocolate,
(6) capacity
111g
(7) price
1, retail price 12, 8 yuan
2, retail purchase price 11 yuan
3, mid-market purchase price 8 yuan
4, factory price 3 yuan
3, competitor analysis
. The top ten brands of chocolate have not changed much, and the new brand on the list is Nestle. In 1999, it was Lellek who ranked 11 th and came down from the list, and retreated from 111 th in 1998 to 13 rd.
among the top ten brands in 1999, there were three that rose in ranking, with Nestle as the biggest increase; There are five in the same ranking, two in the lower ranking, and the decline is zero.
The ranking change index of chocolate among the top 511 brands is 55.67%.
Fourth, advertising objectives
To improve product awareness and enter the China market, we must join the 511 leading brands.
5. Advertising target
1, 11 ~ 15 years old, characteristics; Consumer behavior is regular, habitual and even dependent, and there is a tendency to compare with each other psychologically, and there is no pattern and concept in thought and consciousness.
2. Young men and women who are in love or want to fall in love will be the main group to buy because of the arrival of Valentine's Day.
VI. Advertising regions
First, Guangxi and Guangdong provinces began to enter the market
VII. Advertising originality <