Advertising design must go through the process of market research, overall planning, theme determination, creative development and artistic expression. This is a systematic project. 1.2. 1? The investigation and analysis of the advertising campaign plan can only ensure the publicity effect if it meets the objective requirements of the public and correctly reflects the business development of the enterprise. ? The content of product information survey investigates the enterprise background and understands the product history, personality, service, image, marketability and other information. ? The investigation content of public service advertisements is aimed at the consumers, aiming at attracting their attention and praise, stimulating their desire for consumption, and thus establishing and developing a wide range of consumer groups. Therefore, the design of advertising must meet the basic conditions of the public. In this survey, we need to know: the public's cognitive evaluation of the enterprise, the public's consumption ability, the public's demand, the customer's consumption pattern, characteristics and habits, the public's demand and the evaluation of the enterprise's products, performance, technology, price and packaging. Consumer fashion, consumer mentality, etc. In public and in the future. ? Investigation content of market environment information Market environment not only restricts the production and release of advertisements, but also affects the public's acceptance of advertising works. Therefore, it is very important to know the market environment information. Market cultural information, consumption, commodity pattern, competitors, national macroeconomic policies and regional economic management measures all need to be investigated and analyzed. ? 1.2.2? Conceptual Positioning The so-called "advertising positioning" means that in advertising activities, enterprises determine the basic taste of goods and their position in the competition by highlighting the individual characteristics of goods that meet the needs of consumers, and urge the public to establish a stable impression of buying goods. According to the product characteristics of enterprises, create artistic conception in advertising works that meets the requirements of commodity taste image. Generally speaking, advertising positioning has three workflows of advertising design business.

Design business workflow:

1. Make initial communication with customers by phone or email. Customers provide their company background, corporate culture, business philosophy and other related information. In order to achieve the effect of tailor-made for customers.

2. Reach a cooperation agreement with the customer, determine the related expenses of the service project, sign a contract and start the design work.

3. According to the information communicated with customers in the early stage, the positioning of the design draft is analyzed, and three sets of schemes are provided for customers to choose within 5 working days.

4. According to the design scheme, the customer puts forward modification opinions to make the design draft more suitable for the company.

5. Revise it again according to the customer's feedback and finalize it. Customers pay, and our company sends design drafts and electronic texts. Take orders-communicate with customers (understand customers' intentions and preferences, as well as the size of the production, and introduce some production methods to them according to the effects they want)-design materials (first understand customers' production intentions, consider customers' favorite colors, and combine the seasons, environment, people who advertise, and materials used in advertising production. Because the materials are different, the designed things are different, and some effects can't be made with some materials, so it is necessary to connect with reality. After designing a first draft)-send the drawings to customers for confirmation (if they are not satisfied with the revision)-finalize the drawings-and then write down the dimensions, materials and precautions on the documents, put them in the production department or outsource them to the production company for production.

Finally, send the renderings to the installation department or installation company for installation.

After that, take a photo of the installation and ask the customer to collect the money after confirmation. . . Of course, the latter thing is none of your design department's business. The design department will send it to the production department and the production company. Mainly explain the matters needing attention in production and installation, so as to avoid any discrepancy with customer requirements.