A complete advertising plan should at least include the following contents:

1. Preface;

2. Market analysis;

3. Advertising strategy or advertising focus;

4. Advertising target or advertising appeal;

5. Advertising area or appeal area;

6. Advertising strategy;

7. Advertising budget and distribution;

8. advertising effect prediction.

after analyzing and evaluating every part of its operation process, and formulating the corresponding implementation plan, advertising planning will finally form a programmatic summary document, which is usually called an advertising planning book. The advertising plan is written according to the results of advertising planning, and it is a strategic guiding document for advertisers to review and approve the advertising campaign.

Extended information:

1. Description of environmental analysis

1. Market growth rate. Make short-term and medium-and long-term predictions on market scale and market trends; Exponential explanation of market fluctuation caused by seasonal factors.

2. Market structure. Analyze and forecast the consumption composition of regional markets based on product types, prices, users and brands.

3. consumer analysis. Analysis and description of buyers' psychology, social concept, buying habits and decisive factors, and analysis of consumers' preference for brand loyalty of similar products.

4. Analysis of competitive brands. Analyze the varieties, prices, quality, services and channels of competitive products from the advantages and disadvantages.

2. Description of integrated marketing communication strategy

1. Propose strategic topics. Find out the problems and opportunities from the analysis of the current situation, and put forward the strategic issues to be solved by the enterprise, including market, competition, buyers, commodity characteristics, communication and other project contents.

2. product status. The market scope, key points of differentiation, technical level and function of products are discussed from two aspects: competition scope and characteristic difference.

3. Market advertising target positioning. The setting of market target object and communication target audience should be related to product positioning. It is necessary to put forward the reasons for determining the target audience and describe the places used.

4. The selling point of advertising communication theme. This paper discusses the theme and selling point of communication to consumers from the aspects of objective attributes, functions, prices, consumers' spirit and psychological needs, and sets the most important communication concept.

5. Determine the advertising communication target. This paper discusses the target value of advertising communication on cognition, attitude change and action stage from the aspects of cognitive goal, brand preference and purchase behavior goal. Different enterprise conditions have different requirements for the three-stage objectives, so it is necessary to pay attention to whether the main objectives put forward in the planning scheme are correct.

6. Communication integration. The main points of various communication strategies, such as advertising strategy, promotion strategy and public relations strategy, are discussed on how to combine them.

Third, advertising execution

1. Performance and content of appeal. According to the general direction of each strategy determined in the early stage, the direction of advertising performance and its rational or perceptual appeal point are discussed. Check whether it is consistent with the previous strategic direction.

2. Creative strategy. Discuss several sets of creative schemes developed around the performance direction, and pay attention to how their creative schemes are used and combined with each other in the media during the audit.

3. The tone of creative expression. The creative scheme explains the tone of expression, theme, audio-visual perception and so on. This part belongs to perceptual content and needs to be carried out in the form of explanation and demonstration. If there is an image representative, we should examine whether it has authority, affinity, trust, communication, etc. and it is consistent with the personality of the corporate image.

4. Draft works of creative expression. A complete planning book should include the draft and effect draft of creative works. Television advertising creativity should have script copy and drawing, and attention should be paid not to the form of expression but to the accuracy of content during deliberation.

5. Media strategy combination. Media selection, combined use and competition description. Clarify the primary and secondary objects of communication target, how to allocate the budget on a monthly and seasonal basis, the frequency, segment and time to be refined, and how to combine the scheduling.

6. media selection. Consider whether the selection of TV, newspapers, radio and other media is appropriate from two aspects: cost-effectiveness and the suitability of enterprise products, and whether to explain it to enterprises from the indicators of audience rating, reading rate and preference.

7. Timing and cycle of media release. This content is a very complicated professional problem. We should consider the distribution density, release interval and time length of advertising release according to the comprehensive factors such as the listing opportunity, purchase cycle, advertising work style and competitive situation of enterprise products.

8. effect prediction and evaluation. Many advertising companies often do not take the initiative to mention or skim over this part from their own considerations. We should analyze the situation before the implementation of advertising activities from the indicators of product awareness, advertising awareness, product preference, purchase desire and sales volume. Put forward the goal prediction of the effect achieved in a certain stage, and make a comparative evaluation after the implementation of the advertising campaign. Its effect index, evaluation time and method should be fully explained in the plan.

9. Promotion strategy. Enterprises attach importance to short-term actual sales results, so they can require the planning book to include the planning content of sales promotion activities and promotional advertisements.

11. Cooperate with other media such as public relations. The completed planning scheme should also include the contents of communication activities such as public relations, activities, news, direct marketing, exhibitions and exhibitions. The focus of the evaluation should be the unity of the theme, the feasibility of the content and the implementation.

11. Budget allocation of expenses. At the end of the plan, the expenses to be spent on the overall planning activities should be allocated according to the project and month. Enterprises should pay attention to its rationality when deliberating, and it should be consistent with the actual payment of funds.

after analyzing and evaluating every part of its operation process, and formulating the corresponding implementation plan, advertising planning will finally form a programmatic summary document, which is usually called an advertising planning book. The advertising plan is written according to the results of advertising planning, and it is a strategic guiding document for advertisers to review and approve the advertising campaign.

there are two forms of advertising plan, one is tabular. This form of advertising plan lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy, other promotion strategies and other columns. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and willingness to buy. Generally, the specific sales volume or sales volume is not taken as the advertising target.

because the sales volume or sales volume is only a reference value for the measurement of advertising results, they will also be affected by the packaging, price, quality, service and other factors of goods (services). This kind of advertising plan is relatively simple and not widely used. The other is an advertising planning book described in written language, which is widely used. This kind of advertising plan, which writes advertising planning opinions in written form, is also called advertising plan. What people usually call an advertising plan and an advertising plan are actually the same thing, and there is no big difference.

reference: advertising plan book-Baidu encyclopedia.