# Planning # Introduction Writing a planning book is to use existing knowledge to develop imagination and achieve the goal as quickly as possible in the reality of available resources. The following is an unorganized advertising campaign plan, welcome to read!

1. Advertising campaign planning book

1. Preface

Briefly explain the reasons for making this planning book, the general situation of the enterprise, the situation of the enterprise or the problems it faces, hoping that the problems can be solved through planning, or simply remind the general idea of planning, so that customers can have a general understanding before reviewing the planning book in depth.

II. Market analysis

Market analysis mainly includes three aspects:

1. Background information: the market situation related to the products of the planned enterprise;

2. Current situation of similar products: What are the main brands of imported and domestic similar products in the domestic market and their popularity and reputation?

3. The competitive situation of similar products can be divided into domestic market and international market analysis.

Third, product analysis

The advantages and disadvantages of the planned product can be divided into:

1. Product characteristics: specifically analyze the process, composition, use, performance and life cycle of the product;

2. product comparison: compare with domestic and imported similar products.

iv. sales analysis

sales is an important part of marketing, and a thorough understanding of the sales situation of similar products will provide an important basis for advertising and promotion. The analysis of sales situation includes the following contents:

1. Regional analysis: the geographical distribution and location of sales of similar products;

2. Sales situation of competitors: analyze the sales tactics and strategies of major competitors;

3. comparison of advantages and disadvantages: through analysis and comparison, find the most favorable sales network and key areas of this planned product.

v. corporate goals

corporate goals are divided into short-term and long-term ones. The short-term goal is one year, and the percentage of increasing sales or increasing popularity can be specified. The long-term goal is three to five years. The enterprise goal mentioned in the advertising planning can explain how the advertising planning supports the marketing plan and helps achieve the sales and profit targets.

VI. Enterprise Market Strategy

In order to achieve the business objectives of the enterprise, the enterprise must adopt all-round strategies in the overall market strategy, which include:

1. Strategic demands: how to improve product visibility and market share; Whether to focus on facts or emotions in product promotion;

2. product positioning: you can choose one of high-end, mid-range and low-end positioning. For example, Fuda color glue is positioned as: high quality; Low price, internationally popular products, Kodak technology, domestic high-grade color film made in Xiamen;

3. Sales target: analyze the main buyers of products, the more specific the better, including all aspects of demographic factors, such as age, gender, income, education level, occupation, family structure, etc., and explain their demand characteristics and psychological characteristics, as well as lifestyle and consumption patterns;

4. packaging strategy: the tone and standard color of packaging; Quality of packaging materials; The dissemination of packaging, design focus (text, logo, color), etc.;

5. retail point strategy; The establishment and distribution of retail outlets is an important means of promotion, and advertisements should cooperate with the strategy of retail outlets to expand publicity influence.

VII. Obstacle Analysis

According to the above research and analysis on the market, products, sales, corporate goals and marketing strategies, it is logical to find out the "difficult" points of the products of this enterprise in marketing. Eliminating these obstacles is the main purpose of the next advertising strategy and strategy.

VIII. Advertising Strategy

1. Analysis of competitive advertising: Analyze the advertising appeal points, advertising forms, advertising numbers and the strength of advertising offensive of major competitors.

2. advertising objectives: according to the previous business objectives, determine the objectives that advertising should achieve in improving popularity, reputation and market share.

3. Advertising target: According to sales analysis and positioning research, we can roughly calculate the number or number of advertising targets, and explain why these people are advertising targets according to the number, demographic factors and psychological factors.

4. advertising creativity: determine the overall performance concept of the advertisement. Such as advertising slogans, models or symbols used, appeal points of advertising or highlighting certain concepts and tendencies.

5. Advertising creation strategy: that is, what content to spread to the target market. According to the situation of different media such as TV, newspapers, radio, POP, etc., this paper puts forward distinctive creative intentions that can accurately convey information.

IX. Public relations strategy

Public relations activities aim to establish a good corporate image and reputation, communicate the relationship between enterprises and the public, and enhance consumers' goodwill towards enterprises. The public relations strategy should be closely coordinated with the advertising strategy, and the above objectives can be achieved by holding a series of socially influential activities.

X. Media Strategy

According to the target and object of advertising, select effective media to reach the advertising target, including:

1. Selection and combination of media: which media is the main one and which media is the auxiliary one;

2. Media use areas: according to the marketing needs of products, divided into key areas and non-key areas;

3. Frequency of media: a year can be divided into key periods and retention periods, and the number of times each media is used weekly or monthly is arranged;

4. The location and layout of the media: which transmission opportunity does the radio station or TV station choose; What date, layout, etc. newspapers choose;

5. Media budget allocation: budget the expenses required for combining media.

Xi. Advertising Budget and Distribution

All advertising expenses in the year must be included, including:

1. Research and planning expenses;

2. Advertising production expenses;

3. Media usage fee;

4. Promotion fee and management fee;

5. Mobile expenses, etc.

XII. Unified design of advertisements

According to the above comprehensive requirements, design drafts or scripts of newspapers, magazines, radio, television and POP advertisements are designed respectively for reference or basis of the unified design of advertising production in the year.

XIII. Prediction of advertising effect

See Chen Peiai: Advertising Planning and Planning Book Writing, Xiamen University Press, October 1993, pp. 11-14.

the two schools have similar opinions and are basically in agreement. We can see that advertising planning is an all-round strategic activity, just like the strategic operation of a big military campaign, and the planning book is a written battle plan of the campaign. Whether the plan is thorough or not is related to the success or failure of the campaign. The same is true of the writing of advertising plan, which is related to the rise and fall of enterprises, so we should treat it with a serious, scientific and responsible attitude, and never take it for granted, build a car behind closed doors, or deal with it carelessly.

At the same time, we also see that writing an advertising plan book requires not only writing skills, but also extensive multidisciplinary knowledge, such as marketing, consumer psychology, anthropology, literature, aesthetics, film and television writing, advertising psychology, advertising strategy and other disciplines, as well as relevant knowledge of various commodities. At present, there is a shortage of advertising planners, just because they are not competent by ordinary people, and advertising planners should be a generalist. To be a good advertising planner and write a perfect planning book, we must first have profound knowledge, high cultural accomplishment and high advertising theory accomplishment.

2. Advertising campaign plan

I. Product analysis

Company profile: Chongqing Tianyou Dairy Co., Ltd. is a joint-stock enterprise reorganized and established by the former Chongqing Tianyou Dairy Co., Ltd. with the approval of Chongqing Municipal People's Government.

the company adheres to the principle of "for the health of citizens, we make unremitting efforts; For the sake of farmers' prosperity, we will live up to our mission ",market-oriented, innovation-driven, reform-driven and development-oriented, with the goal of building a" hundred-year-old friend ",we have vigorously implemented agricultural industrialization and established 13 high-quality milk source bases, with domestic first-class modern dairy processing plants and 5 tons/day milk processing capacity. It produces more than 8 dairy products in 7 series, such as pure fresh sterilized milk, yogurt, lactic acid beverage, flavored milk, ultra-high temperature sterilized milk, vegetable protein milk and milk powder, forming a sales market mainly in Chongqing and radiating to five surrounding provinces. The main economic indicators of the enterprise have maintained a high growth rate of more than 4% for several consecutive years.

brand: tianyou vitality yogurt.

product mix: according to the market survey, more than 7% students like to drink yogurt, which is much higher than other types of milk, and the preference rate of mixed flavors of strawberries, pineapples, lychees, kiwis and other fruits. Accordingly, Tianyou Vibrant Yogurt also launched a variety of mixed or single-flavored fruit-flavored yogurts to meet the needs of customers with different tastes in the target market and expand market share.

packaging: analysis of packaging types: tianyou dairy currently adopts three forms of yogurt series: boxed, bottled, cup and bagged.

product features: taking high-quality pure fresh milk and lactic acid bacteria as raw materials, this product is rich in active lactic acid bacteria and bifidobacteria besides protein, fat and vitamins contained in milk, which has the effects of stimulating appetite, easy digestion and absorption and gastrointestinal health care. Especially for college students who use a lot of brains, it can better regulate physical function, enhance immunity and make people full of vitality at all times.

product positioning: health yogurt suitable for students to drink.

second, marketing strategy

1, market analysis. At present, the dairy products market is mainly represented by Mengniu and Yili, so if Tianyou wants to occupy a certain market share, it must first analyze its advantages and disadvantages.

Advantages:

① There is no monopoly brand in the milk market in Chongqing.

② The milk consumption in Chongqing is still immature, and it has considerable market development space (especially in the low-end market).

③ Many tastes and reasonable prices have attracted the attention of many young consumers.

④ There is a local dairy cow base in Chongqing, which can ensure the freshness of milk sources and provide milk sources in time to meet the needs of consumers.

Disadvantages:

① The advertisements of Mengniu and Yili, two dairy giants, have been deeply rooted in people's hearts and won the trust of most consumers.

② Although Tianyou has a local milk source base, compared with Mengniu Yili, the grassland quality in Inner Mongolia, Xinjiang is not so natural. After all, Chongqing belongs to the mountainous area and has no vast grassland. In this regard, we can promote Tianyou Yogurt by fostering strengths and avoiding weaknesses, so as to make a marketing strategy.

2, determine the consumer groups. In determining consumer groups, you can set up purchase points in universities and middle schools with residential schools. For those who need to order to be sent to the dormitory, contact the school work-study program or recruit. Let the recruited students be responsible for delivering milk to each dormitory and distributing leaflets for publicity. Through such a series of publicity, consumers can understand the taste, characteristics and functions of the product, try to make them repeat purchases and form loyal consumers of Tianyou.

3, select the advertising media.

① TV: broadcast its promo in prime time of local TV stations in Chongqing or TV commercials, and broadcast it in prime time of satellite TV stations.

② Broadcasting: For the groups that have no TV station in taxis and can only listen to the radio, and some universities have no TV and other equipment, and listen to music radio broadcasts more, their slogans are broadcast at noon and evening in the morning, with a frequency of 3 times/day. The theme is to emphasize that Tianyou Vibrant Yogurt is vibrant milk.

③ Paper newspapers and periodicals: For students who prefer to read newspapers, magazines and periodicals, they can advertise on them.

④DM media: Sales staff often go to dormitories of various schools to distribute leaflets one by one, so as to promote students' understanding of Tianyou Vibrant Yogurt and deepen their impression.

⑤ street sign advertisements: Because the target group's activity scope is relatively fixed and they spend most of their time on campus, a certain number of street sign advertisements can be selectively erected in and near the campus.

⑥ new media: website video advertisements, vehicle media (such as buses) and building media. Through the dissemination of these new media, we will increase publicity and make people leave a deep impression when walking to work.

Third, creative copy

1, advertising content.

① A director is filming Tianyou's yogurt advertisement (the prop is only a cup of yogurt). After the bodybuilding gymnastics, the actor should have picked up the yogurt and pretended to enjoy it. As a result, he took a sip and couldn't stop. He drank all the cups. The director said to start again.

② The director had no choice but to ask the assistant to get a new cup, and the assistant gave the actor an empty bottle to prevent him from drinking it again. The actor was full of expectation and wanted to drink, but found it empty and shouted, "How is it empty! ？”

(3) The director had no choice but to get a new cup of yogurt himself. He was just about to start shooting, when the phone rang, he went away to answer the phone, called an assistant to take care of the yogurt and told the actors not to drink it. The director turned and walked away. As time passed, the assistant stared at the yogurt and looked around. He couldn't help drinking it.

④ The director didn't know the situation when he came back, so he asked the assistant to hand the yogurt to the actor for filming. I only heard the actor shout again: "Why is it empty again?" Drop the empty cup on the ground.

⑤ Make a close-up of the yogurt landing, and then the flowing effect of the pulp and milk inside the yogurt will appear. Finally, the slogan: Tianyou Yogurt, youthful vitality, seductive taste!

2. Advertising Target

The goal of this advertisement is to launch Tianyou's new product, Tianyou Vitality Yogurt, to establish his popularity, get a trial by consumers and establish basic needs.

3. Design advertising strategy

Advertising creativity: emphasize the freshness and vitality of Tianyou Vitality Yogurt.

creative strategy: adopt the * * * singing strategy, and strive to emphasize the freshness and vitality of Tianyou Vibrant Yogurt in creativity, resulting in a * * * singing that students generally think that fresh milk is more nutritious and students should be more energetic in their upright youth.

IV. Expectation of advertising effect

Evaluation: Using the method of ex ante and ex post evaluation, record the sales situation before the advertisement of Tianyou Vitality Yogurt, and then record the sales situation after the advertisement, so as to compare and get the advertising effect and evaluate the advertisement.

advertising budget: media publicity expenses: 3,

advertising production expenses: 5,

because the advertising itself is entertaining and funny, young consumers are easy to digest and accept, and leave a deep impression on them, so the sales after broadcasting will continue to heat up, bringing profits to enterprises.

3. advertising campaign plan

advertising theme: the unbearable weight of life-pay attention to miners and care for life.

Advertising purpose:

1. Arouse social concern and concern for miners.

2. Raise public awareness of life safety and health, and cherish life.

3, strengthen the enterprise to miners.