If you haven't found a university yet, I'll give you this as a reference. I. Preface/preface

Second, the market analysis/market background

Three. Advantages and disadvantages analysis of products/services

Four. Marketing strategy/promotion strategy/advertising or promotion strategy

Five, advertising or promotional copy

Analysis/Planning of Media Delivery of Intransitive Verbs

Seven. cost budgeting

Eight. Prospect prediction/effect evaluation

Pay attention to using more data, and it is authoritative data. Cctv sophomore, AC Nielsen, CMC consumer yearbook, etc. Everything is good, and there are also some data from survey companies that can be cited. However, some of them are charged and some are free (maybe earlier), such as zero-point survey. It's easy to find such a company on the Internet.

Note that a good planning book is not necessarily in a certain format. Maybe a good copy is a good planning book itself. After all, the main purpose of planning is to help customers solve problems. As long as the customer's problems are solved, it is a good planning book. Let's briefly describe the thinking problem when writing.

1. The preface should briefly explain the time limit, tasks and objectives of the advertising campaign, and if necessary, explain the marketing strategy of the advertiser. This is the essence of the whole plan. Its purpose is to put forward the main points of the advertising plan, so that the senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.

2. The market analysis part generally includes four aspects: (1) enterprise operation analysis; (2) product analysis; (3) Market analysis; (4) consumer research; When writing, we should explain the characteristics and advantages of advertising products according to the results of product analysis. Then, according to the market analysis, the advertising products are compared with all kinds of similar products in the market, and the preferences and prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational analysis, which briefly describes the history of advertisers and advertising products and evaluates products, consumers and competitors.

3, advertising strategy or advertising focus, generally should be based on product positioning and market research results, to clarify the focus of advertising strategy, explain how to make advertising products in the minds of consumers to establish a deep impression. How to stimulate consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products. How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.

4. In the part of advertising object or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are advertising objects. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.

5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.

6. In the part of advertising strategy, the specific details of advertising implementation should be explained in detail. The author should design the media plan clearly, completely and concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing and broadcasting of various media and how to cooperate with each other.

7. In the part of advertising budget and distribution, according to the content of advertising strategy, the choice of media, the required expenses and the price of each broadcast should be listed in detail. It is best to make a table to list the expenses of research, design and production. Some people also included this part in the advertising budget book for special introduction.

8. The part of advertising effect prediction mainly explains the expected goal of implementing advertising activities according to the advertising plan with the approval of advertisers. This goal should correspond to the goals and tasks specified in the preamble.

When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.

Writing advertising plans is generally short. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions are, they need facts. It is best to have a brief summary at the beginning of each part of the advertising plan. In each part, the source of the information used should be explained to increase the credibility of the plan. Generally speaking, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix.

In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy.

Let me give you an example:

Advertising planning scheme of "refreshing chocolate"

1) Preface

China's entry into WTO has made the economy develop continuously, the living standard of consumers is improving, and the consumption concept is also strengthening. China candy market occupies an important position in China food market. Chocolate market is a new force in China candy market, occupying an important market position. In 2000, the monthly output of chocolate in China exceeded 654.38+10,000 tons, but the actual output was less than 60,000 tons, and the per capita annual consumption capacity was less than 5 tons, which was not as good as that of western countries. The chocolate market in China is blank. We must seize this market first.

2) Market analysis

1. Sales Analysis

The retail chocolate sales of 1999 was 99,005,800 yuan, accounting for 2.69% of the sales of 30 commodities and 0.94% of the total retail sales, ranking 15 among 30 commodities, two places higher than that of 1998. The proportion of sales of 30 commodities to total sales increased by 0. 16% in 1998, but the proportion of total retail sales of all commodities increased by 0. 13% compared with 1998.

2. Chocolate brand analysis

The total number of chocolate brands in the monitoring range is 109, which is lower than 198 by 12.8%. The average sales of a single brand is 588,000 yuan, and there are 12 brands above average, accounting for 1 1%, which is lower than average. There are 15 brands in the top 500 brands, the same as 1998. Among them, Jianda entered the top 500 leading brands. The leading brands in the top 500 brands account for 13.7% of the total number of chocolate brands, accounting for 2.76% of the top 500 brands, which is 0.57% lower than the average value of each variety. Among them, Dove ranked higher (No.13). Among the 500 leading brands, Golden Monkey ranks the highest, and Lelek ranks first.

(1) market background

Domestic brands are rare in Shanghai market. However, the quality of domestic chocolate is not satisfactory, and only 5% people think that domestic chocolate is delicious. Even though the price of domestic chocolate is much lower than that of foreign brands, it is still squeezed to the lower level of the market. Among domestic chocolates, only Shenfeng and Liangfeng, which are produced in Shanghai, perform well, but only 7% and 1% people think they are the best brands respectively.

(2) product analysis

1. species

A. Dark chocolate with milk content below 12%

B handmade milk chocolate, 10% cocoa pulp and at least 12% milk.

C. White chocolate, chocolate without cocoa powder D. Sandwiched chocolate, chocolate with all kinds of juice and hand milk.

2 naming

Named after words that are easier to remember.

(3) packaging

Adopt the design sought by China.

(4) color

With red as the main color and white as the lining.

(5) Taste

It not only maintains the exquisite and elegant style of European chocolate, but also absorbs the rich milk flavor of British chocolate and the non-greasy taste of American chocolate, making it more delicate, soft, fresh and smooth, which is liked by China people.

(6) Capacity

100g row seat

(7) Price

1. Retail price 12.8 yuan.

2. Retail purchase price 10 yuan.

3. Mid-range market purchase price 8 yuan

4. Ex-factory price 3 yuan

3) competitor analysis

1999 The top ten chocolate brands are Dove, Cadbury, Kym, Di Chin, M8M, Kamikaze, Kit Kat, Hershey, Dachang Children and Nestle. The top ten brands of chocolate have not changed much, and the new brand on the list is Nestle. 1999 ranking 10. Lellek was dropped from 10 of 1998 to 13.

1999 Among the top ten brands, there are three brands that have risen in ranking, among which Nestle has the largest increase; 5 in the same rank, 2 in the same rank, with a decrease of 1.

The ranking change index of chocolate among the top 500 brands is 55.67%.

4) Advertising objectives

In order to improve product awareness and enter the China market, we must join 500 leading brands.

5) Advertising objectives

1. 10 ~ 15 years old, characteristics; Consumer behavior is regular, habitual and even dependent, psychologically inclined to keep up with the joneses, and ideologically devoid of patterns and concepts.

Because of the arrival of Valentine's Day, young men and women who are in love or want to be in love will be the main group to buy.

6) Advertising area

First, we began to enter the markets of Guangxi and Guangdong.

7) Advertising creativity

1. Adventure articles

Two tourists are traveling around the world in a hot air balloon. They were taking out the last box of refreshing chocolates and trying to share them, but when they shook it a little, the whole box of chocolates fell into the forest below. In the forest, a cannibal was surrounded by several adventurers. He was surprised to find that a box of things had fallen. He opened it, and the smell of chocolate floated around, which aroused the interest of others. He immediately looked around the box and wanted to know what it was. They decided that everyone should try it, and they chattered on. The adventurers recovered from their surprise and ran away quickly. Cannibals didn't find out, but they continued to discuss. Finally, they decided to wait until they finished watching the sky, hoping to drop another strange box. As the days passed, they were still waiting for a miracle.