writing format of advertising proposal

1. Title:

2. Customer name:

3. Product name:

4. Market background analysis

(1) Target market:

Who are the consumers of this kind of products? Their age, gender, occupation, income, culture, location, purchasing behavior characteristics and consumption mentality, etc.

(2) Consumer preference:

When consumers buy or use this product, do they prefer mid-range or high-end? Do you like domestic or imported products? Where is it used? What are their requirements for products?

(3) purchase mode:

purchase frequency, price, place and the most desirable quality when purchasing.

(4) Information channels:

What are the channels for obtaining information? What was the first media contact? What is the most dependent media?

(5) Competition:

What is the most popular brand of this kind of products in the market at present? What is the best-selling reason? Sales status? What direction do consumers want product improvement?

(6) Conclusion:

V. Marketing strategy (explain the marketing strategy of this product along the thinking of market background analysis)

(1) Marketing objectives:

Set the objectives to be achieved in the marketing activities of this product according to the results of market background analysis. Goals should be specific and measurable. For example, how long will it take for the sales to reach RMB 1, yuan and the market share to reach%?

(2) product positioning:

(3) product analysis:

(4) competitors:

who are the competitors? What are the advantages and disadvantages? What is the advertising situation?

VI. Advertising strategy (advertising strategy is elaborated in the context of market strategy)

(1) Advertising objectives:

What are the objectives of advertising activities? If the popularity reaches%, etc.

(2) advertising theme:

advertising appeal point.

(3) advertising performance style:

the characteristics of advertising performance.

(4) advertising slogan:

overall planning, infectious and impactful.

VII. Advertising originality

(1) Newspaper advertisement:

One article

(2) TV advertisement:

One article

VIII. Media strategy

(1) Main media and auxiliary media and their combinations

(2) Media combination and broadcasting frequency

(table

X. Advertising effectiveness evaluation scheme

Evaluation content, time, methods, etc.

advertising planning writing format-media strategy supplementary table-

media type

media selection

format

release time

frequency

total amount

note

Example:

Founder mp3 Walkman

Founder mp3 Walkman. Founder mp3 free trial user activity scheme)

II. Founder mp3 Campus Wind Large Music Festival (Founder mp3 Trial Notes Selection Awards Activity)

II. Ideas of Founder mp3 National Promotion Activities

I. Introduction

II. Brief Analysis of mp3 Products and Markets

III. Product Promotion Strategy

IV. Founder mp3 Market Promotion

(I. Dynamic planning scheme of Founder's mp3 serial promotion activities < P > (2) All-Korea Experience of Founder mp3 Music Festival

Part III Campus Promotion Scheme and Implementation Process

Part IV Attachment

1. Introduction of Founder MP3 Free Trial Campaign (limited to 3 sets)

2. Introduction of Founder MP3 new product line

3. Cost analysis and quotation

4. Details of material preparation

5. Design and text of print publicity materials. Founder mp3 Digital Walkman Color Page Copywriting

Part I Founder MP3 Free Trial Campaign Beijing Promotion Plan

Founder recently launched a series of MP3 digital walkman, which gave full play to the strength of Founder Technology in research and development, and greatly reduced the cost and price while strengthening the functions of MP3 digital walkman products. It creates conditions for the popularization of mp3 as soon as possible.

In order to ensure that the new products are quickly accepted by the target consumers and that Founder mp3 can stand out among many competing products, we have specially planned to launch the Beijing promotion activity plan of Founder Series mp3 Free Use Campaign.

(See Annex 1 for a brief introduction of Founder mp3 free trial campaign)

1. Lucky September (seeking for Founder mp3 free trial scheme)

Purpose:

Seeking for 5 free trial users of Founder mp3 series among middle school students in Beijing

Using this solicitation campaign to form a deep impression of Founder mp3 among target consumers

Establishing a high-tech Founder mp3 in the eyes of consumers, New and fashionable product image

Through the trial of the opposite mp3 player, And the selection of trial notes to deepen the spread of word of mouth

Target: all students and fashion consumers in Beijing

Mode: product consultation and sales+＋mp3 trial users (signing ceremony, question defense, Dancing and dancing)

Time selection: Sunday, September 16th (the second weekend of school is convenient for students to attend)

Location selection: 1) Contemporary Mall Square (or Renmin University)

2) Zhongguancun Hailong Building Square

3) Xidan Science and Technology Cultural Square

[Reason for site selection] Haidian is a relatively concentrated area of Beijing's universities. Hailong is a symbol of high technology in Haidian, where most computers and IT products choose to launch activities. Xidan is a famous commercial center in Beijing (Xidan Book Building is close to its side and is a relatively concentrated area for students).

program arrangement:

am: set up the venue (product sales consultation area, central performance stage) at 8:

distribute product leaflets at 8: 3 (printed with random lottery number <: 2 sheets > ) 3

Zhang

9: Founder mp3 product sales consultation begins (5 ~ 1 Founder salesmen

engineers)

1: Dynamic Dance (1)

At 1: 5, the host announced the start of the "Lucky September" Founder mp3 large-scale promotion activity and explained the winning rules (in 2 pieces, )

at 1: 2, please ask the technical staff of Founder Technology (1 person) to introduce Founder mp3 series

Walkman.

at 1: 35, 1 mp3 testers (Founder Sales Manager) were selected.

At 1: 4, 1 lucky people were asked simple questions about Founder mp3 products (if they didn't get the answers, they could give the right to answer questions to the audience and give souvenirs. The following is the same) and then sign the "Founder mp3 Trial Agreement" (provided by Founder) and introduce the writing requirements of "Trial Notes".

1: 55 Song Singing (2)

11: 5 Draw out 1 mp3 testers in the second round (the method is the same as above)

11: 25 Explain how to use the software from CD to mp3 (one founder technician) and ask questions and send souvenirs on the spot

11: 4 Draw out 1 mp3 testers in the third round

11: 5 ". > at 12: 2, 2 mp3 players from the fourth round were selected

At 12: 35, the host announced, "See you at the next competition!"

the meeting ends at 12: 4, and the venue is tidied up.

(Note: The cultural performance of this activity is partly provided by the cooperation of lilee Cultural Performance Service Company. )

Information transmission:

1) All colleges and universities in Beijing posted 1 posters of the event (1 posters per school), (starting one week before the event).

2) All parties in Beijing are putting up activity posters at core sales points and agencies (half a month ago).

3) Beijing's core sales outlets and agencies set up activity leaflets.

4) Founder mp3' s free use of big mobile media publicity plan

Media confirmation activity pre-announcement collection

Miscellaneous notes 7.18-8.18-9.1

Network 7.25 8.6-8.14 8.15-9.14

Newspaper 7.18-8.15-9.14. 7.18 8.6-8.14 8.15-9.14

Preview and publicity of new news activities

Material preparation (see Annex 2)

Activity cost and quotation (see Annex 3)

II. Founder mp3 Campus Wind Music Festival (Founder mp3 Trial Notes Selection and Award Presentation Activity)

The scheme is attached

Scheme ideas: Melody of youth

2) Appreciation of international music development in the past 5 years

Part II Assumption of Founder mp3 nationwide promotion activities

Founder mp3 marketing plan

1. Introduction

mp3, as a new digital product, is just rippling in the big market environment of China ... Who can shake this market? Who will be the overlord in this field?

ii. brief analysis of mp3 products and market

1. mp3 has a direct competitive relationship with CD, MD and Walkman in the same field.

2. mp3 is technologically advanced and has the potential of upgrading and replacing traditional products in the same field.

3. mp3 is an interest preference product, and conceptual guidance is particularly important.

4. Facing the student market, a reasonable price is the cornerstone to achieve the target consumption.

5. The order of factors affecting mp3 consumption is: fashion-reasonable price-product function.

(Note: Please refer to the annex for details. )

III. Product promotion strategy

With the promotion activities aimed at the target consumer groups as the main body, with the strengthening of targeted media and core agents, it has a positive pull. So as to achieve the ideal sales target.

iv. Marketing of Founder mp3

1. Target consumers: college students and fashion consumers all over the country.

2. The leading idea of promotion:

There is a trend of making and buying Founder mp3 among college and middle school students all over the country. Promote its development into a fashion and trend!

3. Promotion scope:

Six key cities (Beijing, Nanjing, Hangzhou, Wuhan, Chengdu and Xi 'an. ) and other cities in the country.

(I) Founder mp3 serial promotion activity planning scheme

Description of promotion scheme: cooperate with "Founder mp3 Free Trial Campaign" to implement ground promotion, directly reach the target consumer groups, strengthen the interactive effect, and effectively promote the actual sales of Founder mp3 series products.

content of the scheme:

In the core stores of six key cities, the "Founder mp3 Series Multimedia Promotion Class" will be arranged, supplemented by the emergence of "Founder mp3 Lucky Testers" to create a sensational atmosphere and promote product sales.

time selection: August 15th to September 2th (choose weekend (Saturday and Sunday) every week from 1: to 11: 3 am)

schedule: tour one city every week. See the following table for specific arrangements:

Progress of Founder's mp3 promotion activities:

August 18th, 19th, August 25th, 26th, September 1st, 2nd, September 8th, 9th, September 15th, 16th, September 22nd and 23rd

Location selection: Xi 'an, Wuhan Chengdu, Beijing, Nanjing and Hangzhou, Beijing, China

Location selection: core stores in key cities. Or set up a temporary booth in the square outside the store.

trial selection: during the implementation of the promotion activities, five lucky trial users of Founder mp3 will be generated every day. A city produces 1 trial users in two days (the trial users can complete and participate in the evaluation of trial notes).

lucky trial users of Founder mp3 enjoy the rights:

1. Free trial for one month and full refund. (1%)

2. You can buy products at half price. (1% chance)

3. You may get a product for free. (33.3%)

Preparation of materials and facilities:

Large projector

5.1-channel hi-fi system

Notebook computer

Layout of Founder Multimedia Classroom

Compilation of Founder mp3 Series Multimedia Promotion Course (PowerPoint)

Personnel arrangement: XXX Company is responsible for

Relationship coordination: <

jiahong shengshi company communicates with the core agents to ensure the smooth progress of the activities.

event notification (information transmission):

1. "Founder mp3 Free Trial Campaign" media notification

2. "Promotion Campaign Posters" are posted in stores and other related places

3. "Promotion Campaign Flyers" are distributed in campus and core stores

4. Directional media in key cities (optional)

Founder mp3 Free Trial Campaign is sketchy. 7.18 —— 8.18-9.1

Network 7.25 8.6-8.14 8.15-9.14

Newspaper 7.18 —— 8.15-9.1

Broadcast 7.18 —— 9.1-9.14

Founder Network 7.18 8.6. )

Expense accounting and proposal quotation:

See Annex

Relevant significance of serial promotion activities:

1. Directly recommending and educating the target population can effectively stimulate consumption and increase sales quota.

2. Respond to the "Founder mp3 Free Trial Campaign", strengthen the interactive effect and improve the implementation effect of the two schemes.

3. strengthen the terminal strength of core stores and improve actual sales.

4. Improve the terminal's campaign behavior and enhance the effectiveness of media delivery.

5. Strive to create a trend of "Founder mp3" among students. Form a fashion drive.

(II) All-Korea Experience Founder mp3 Music Festival

1) Send mp3 memory

2) Han Feng Song and Dance

3) On-site sales (core store to collect tickets)

Part III Campus promotion scheme and implementation process

Promotion target: Beijing university students

Location selection: ten colleges (7 universities and 3 middle schools) Xidan book center.

time: from 4: pm to 5: 3 pm to the end of October every Wednesday and Thursday from September 12th.

Contact: Founder Company will contact the school student union to provide an activity place. (Auditorium or amphitheatre, the number of people required is about 3. )

purpose: to publicize and introduce five new mp3 walkman series products launched by Founder Technology

to provide free trial opportunities and experience the products.

combine the auction form and the sale of commemorative edition to deepen the impression of the product.