The model essay of advertising planning scheme summarizes seven articles
In order to ensure that the work or things can be carried out in an orderly way, we need to make a plan in advance, which is a method plan obtained before the case is filed. Do you know what kind of scheme can really help us? The following are seven carefully organized advertising planning schemes for your reference only. Welcome to read them.
advertising planning scheme 1
Preface
We are deeply honored to participate in the advertising campaign of Ocean Pearl Building, and we will try our best to plan and create advertisements with strong sales force for Ocean Pearl.
1. product analysis
1. the concept of Zhujiang new town:
Zhujiang new town is the future city center of Guangzhou.
the l plan is perfect, which is the most magnificent plan in Guangzhou so far.
l is a modern living place with complete cultural facilities.
l is the most attractive hot spot for investment.
In short, the Pearl River New Town has been reported by many media, and its charm has covered Guangzhou.
2. Negative impression of Zhujiang New Town:
l The current environment is poor. The next few years will be a big construction site, and living in Zhujiang New Town is like living in a construction site.
l Zhujiang New Town is very expensive, and the unit price of houses is high, so only the rich can afford it.
l The living facilities in Zhujiang New Town are still not perfect.
3. Features of Ocean Pearl Tower:
l is located in Zhujiang New Town, the center of Guangzhou New Town.
l small studio, mainly small and medium-sized units, with low total price.
l is allowed to be in the building.
l rough house, the exterior wall color is elegant, which is conducive to the owner's decoration according to his own preferences and personality.
l facing the river view, the surrounding area is green and the landscape is pleasant.
l is close to Wuyang New Town and Tianhe, which makes life convenient.
l beside Guangzhou avenue, the traffic is convenient.
l The new building is its sound barrier.
l Guangzhou Ocean Shipping Group is backed by its strong strength.
4. Other major projects in Pearl River New Town
New building:
The intoxicating river view is always designed by world-class masters, and it is also a luxury house in Hong Kong
The average price is 9, yuan/square
In short, it is the residence of the rich in our neighborhood, and we have the same lot value. But our target consumer groups are different. Chapter 2
Foreword:
With the deepening of the market economy system, the city's openness is getting higher and higher. Cities must look at the world with the concept of great openness, so as to adapt to the market economic situation and meet the market challenges. In the process of going to the world, a city must have a good self-image, and a good city image is a passport for a city to enter the international market. Moreover, with the process of urbanization in China and the increasingly fierce competition between cities, shaping the city brand and image has become the key for cities in China to enhance their competitiveness and achieve sustainable development.
the city image is the general, abstract and conceptual understanding and evaluation of the city by the public inside and outside the city. It is a rational representation of the city reality, a tool for information exchange and ideological contact between the city and the public, and represents a reality supported by individual or collective intentions.
a good city image is a reflection of a city's comprehensive strength. It is an effective carrier of material civilization and spiritual civilization, and the shaping of city image provides a new combination point for the construction of two civilizations, especially for promoting the construction of urban spiritual civilization. City image-building pays attention to the cultivation and establishment of city spirit, and tries to guide people's thoughts and establish people's image consciousness with a kind of spiritual logo, so that they can consciously safeguard the city's reputation and credibility in their actions, thus enhancing people's unity spirit and contributing to the release and play of the overall initiative. The quality of the city image will make individual citizens feel honor and disgrace.
A good image of the city gives citizens a great sense of pride and mission, which strongly inspires their own initiative and makes them consciously think about the city in thought and action.
A city's international popularity is very important. Its popularity is publicized and spread by its own characteristics (such as scenic spots, competitive products, history and culture, local conditions and customs, etc.). The image of a city can greatly promote the creation of a good urban hard and soft environment, thus creating conditions for stimulating people's social potential.
the image of a city is an intangible asset of a city. A good city image, internally, can enhance the cohesion and centripetal force of the city, improve citizens' sense of belonging and pride in the city, and make the cadres and masses in the city work as masters, resulting in the idea of * * * helping each other in the same boat, honor and disgrace and * * *, and everyone pays attention to the development of the city; Externally, it can improve the city's social visibility and reputation, which is conducive to improving the city's international competitiveness. As the central city in the western region, Chengdu has made rapid progress in the construction of material civilization and spiritual civilization. However, the brand positioning of Chengdu is vague, which has become an obstacle to the publicity and construction of Chengdu's city image. Sichuan enjoys the reputation of "Land of Abundance", and Chengdu, as the central capital of Sichuan, is rich in natural resources and historical and cultural resources. The resources of Chengdu should be integrated and planned to change the existing image of Chengdu and promote the city brand.
In this advertising plan, Chengdu is mainly positioned as a city from two aspects: the shaping of Chengdu's city brand and image, so as to achieve the purpose of promoting Chengdu.
1. Environmental analysis
1. Relevant macro-environmental analysis
(1) Economy:
Chengdu is an important central city in the central and western regions, and has been the political, economic, cultural and military center of southwest China since ancient times. Since the reform and opening up, Chengdu has become the logistics and trade center, financial center, science and technology center, transportation hub and communication hub of southwest China.
In the China Urban Development Report (2xx~29), Chengdu ranks fourth in the mainland in terms of comprehensive strength. Chengdu's GDP and the total output value of the tertiary industry rank fourth in the capital cities of China, second only to Hangzhou, Guangzhou and Nanjing. The scale of primary industry and tertiary industry is the first in the west, and the second industry is the second in the west. Chengdu is the city that attracts the most foreign investment in the west of China. Many multinational companies, including 175 Fortune 5 companies (including domestic companies in July of 2xx), have branches or offices in Chengdu, which is the first choice for foreign companies to invest in the west. In 2xx, Chengdu achieved a gross national product of 813.894 billion yuan. The economic aggregate ranks second in provincial capital cities and eighth in Chinese mainland. In 2xx CBN Weekly, Chengdu was listed as the top city in the new city.
as the "headquarters economy" base in the central and western regions, Chengdu has built a modern industrial system with headquarters economy as the core, high-tech industry as the forerunner and modern manufacturing industry as the foundation, which has brought various economic effects to regional development, enhanced regional visibility and credibility, promoted regional governments to improve service quality, optimized business environment, improved urban infrastructure and human settlement environment, promoted multicultural integration and interaction, accelerated the international development of cities, and enhanced the structural level of tertiary industry and regional economic competitiveness.
under the complicated and severe economic situation at home and abroad in 2xx, with overcapacity in some industries and great downward pressure on the domestic economy, Chengdu adhered to the working tone of "fast forward while stabilizing", actively responded to the national policy call of "adjusting structure, stabilizing growth and promoting reform", and further promoted the "Five Great Cities Strategy". The city's economy maintained steady and rapid development, with the main economic indicators achieving steady growth and the growth rate of industrial added value above designated size ranking third. The leading role of electronic information and automobile industry is strong, the three major demands of investment, consumption and foreign trade are growing steadily, the income of urban and rural residents is increasing steadily, and the gap is gradually narrowing.
generally speaking, Chengdu's economic development is in good shape.
(2) Politics:
Chengdu is located in the middle of Sichuan Province, China. It is the capital of Sichuan Province, one of the sub-provincial cities in China, the political, economic, cultural and educational center of Sichuan Province, a city listed separately in the national economic and social development plan, and a national historical and cultural city.
in 2xx, with the approval of the State Council, the original Xindu County and Wenjiang County were divided into districts, forming the pattern of today's 9 districts, 4 cities (county-level cities) and 6 counties, namely, Jinjiang District, Qingyang District, jinniu district, Wuhou District, chenghua district, Longquanyi District, qingbaijiang district, Xindu District, Wenjiang District, Dujiangyan City, Pengzhou City and Qionglai City.
(3) Natural environment:
① Geographical environment: Chengdu is located in the middle of Sichuan and the west of Sichuan Basin, between 12 54 ′ E ~ 14 53 ′ E
and 3 5 ′ N ~ 31 26 ′ N, with an area of 1239k㎡ km2 and cultivated land area of 4,32. It borders Deyang and Ziyang in the east and Ya 'an, Meishan and Aba in the west. The geological history is long, and the strata are exposed completely. The terrain of Chengdu is significantly different, which is lower in the southeast and higher in the northwest. It has the climatic characteristics of "early spring, hot summer, cool autumn and wet cold winter" (subtropical monsoon climate), with an average annual temperature of 16℃ and an annual rainfall of 1mm；; Another notable feature is "cloudy, short sunshine", humid air, and the summer temperature will not be too high (the highest temperature will not exceed 35℃), but it is sultry; The lowest temperature in winter is generally greater than -4℃ (extreme lowest temperature is -6℃), with more cloudy days, relatively humid air, drought and little rain in winter and spring, and little frost and snow.
② Tourism resources: Chengdu is "the most famous cultural city in China" and "the best tourist city in China", bearing a history of thousands of years
, and was awarded the title of "Food Capital" by UNESCO Creative City Network. Chengdu has two world heritages and two world reserve heritages. It is the city with the largest number of world heritage projects in central and western China. It is a historical and cultural city with a history of about 3, years and a history of nearly 15 years. It has many historical sites and cultural landscapes such as Wuhou Temple, Du Fu Caotang, Yongling, Wangjianglou, Qingyang Palace, Wenshuyuan, Ming Shu Mausoleum, Zhaojue Temple and so on.
③ Natural resources: Chengdu is rich in mineral resources, including iron, copper, rare earth and more than 6 kinds of nonmetallic mineral resources such as limestone, marble, coal and natural gas. Located in the humid subtropical region, it has complex topography, diverse natural ecological environment and abundant biological resources. According to preliminary statistics, there are 11 classes, 2 families, 764 genera and more than 3, species of animals and plants, and the unique and rare plants are Ginkgo biloba. Rare animals under special state protection include giant pandas; There is abundant precipitation, with an average annual total water resources of 3.472 billion cubic meters, which can basically meet the needs of people's life and production and construction in Chengdu. Advertising plan article 3
Refreshing and non-greasy food! Shanxi qingshuang brand bag cold noodles
Come and eat! Whew sounds like wind chimes! Gansu Fengling brand bag dried noodles
Every family loves the rich, and the rich love every family! Shandong Regal brand instant noodles
Hualong noodles, see you every day. Hualong noodles
Master Kong instant noodles, delicious and visible. Master Kong instant noodles
a bag of "Gu Song" and a bag of affection, with a touch of true feelings, "Gu Song" Gu Song brand Sanxian instant noodles is grandly listed, with good noodles. Longdu noodles
are convenient and comfortable! Fresh and salty! Napoli macaroni
Eating Huafeng, Passepartout, Huafeng brand instant noodles advertising plan Chapter 4
1. Image publicity
As the saying goes, "The wine must be drunk frequently", it should be said that the people in Fuyang are very familiar with RT Mart Trade City. However, it can be said that the people's familiarity still stays at the level of XX supermarket, and there is no good concern for the trade city. Then, how can we attract considerable attention among consumers, so as to make a decision to buy a house, and image propaganda in the media is essential.
image publicity should be multi-angle and multi-faceted. It mainly highlights the positioning of XX Trade City, which is different from other real estate projects, such as being in the center of the city and being super cost-effective.
according to the experience of this newspaper's publicity effect, the layout of "image publicity" should be relatively large, with beautiful patterns and concise language, which makes people unforgettable.
second, soft text
it is necessary for a good real estate company and its buildings to open their minds in front of consumers and fully display their own characteristics and advantages. And all this, in addition to eye-catching image propaganda, you can also publish some explanatory and convincing articles. Soft articles don't look like advertisements, but they can often achieve twice the result with half the effort.
For the project of XX Trade City, this paper mainly makes a fuss about "XX Trade City-the arrival of ——SOHO era", "Being in the center of the city, the door of prominent wealth", new space concept, "Fortune Plaza" and so on.
These soft articles can be done in columns such as reporter interview, reporter observation, reporter viewpoint and reporter analysis on the "real estate special edition", and the effect will be obvious.
iii. related activities and reports
besides advertising, we can also jointly engage in a variety of activities to attract consumers' attention and stimulate their interest.
● Unlimited creativity-creative contest
● My entrepreneurial story-publish the entrepreneurial story of the owner of a trade city, which can be interviewed or told by reporters.
......
In a word, do enough articles on SOHO modern business, so that the concept of SOHO is deeply rooted in people's hearts, thus causing the trade city to attract consumer demand.
IV. Publicity of characters and images
This block mainly focuses on reporters interviewing the top management of the company or interviewing authoritative experts (company contacts), and interprets the "incomparable" of a commercial city in many buildings in Fuyang from the side, with the aim of strengthening consumers' confidence and pride in buying a house.
layout calculation: an average of one full page per month and twelve pages per year.
cost calculation: the advertisement planning scheme chapter 5
activity background
situation is full of free and easy. .
1. With the increase of national income, the quality of life of residents has obviously improved.
2. Food and clothing is no longer a problem for most families, so enjoying life is put on the agenda.
3. The work pressure is huge, and the space that needs to be released urgently, vacation and tourism become the first choice.
4. Policy support. Holidays are the prime time for tourism.
the resort is beautiful and charming. .
1. There are many tourist attractions with unique landscapes.
2. Tourism purposes are different, and mass tourism has its own places.
3. Tourist destinations can be combined with each other and complement each other; But at the same time, they will also compete with each other, and the situation will be fierce.
4. Individualization and characteristics are the key points
1. Longquan Lake has pleasant scenery, unique scenery and strong humanistic spirit.
2. What is the biggest feature of Longquan Lake? What places are not available in other scenic spots? Do tourists know?