Advertising campaign planning

Advertising campaign planning 1 1. background and purpose of the campaign:

In order to provide a learning platform for advertising enthusiasts in our school, excellent advertising works at home and abroad (mainly film and television advertisements) are presented to members. Through brief explanations, members can learn more about advertisements and stimulate their creativity while enjoying excellent works, that is, entertaining and entertaining. At the same time, in order to better promote the communication and unity between the new members of Jiangxi Science and Technology Teachers College Advertising Creative Association 13 and between the new and old members. Hereby, the advertising appreciation meeting of Jiangxi Science and Technology Normal University Advertising Creative Association is held.

2. Time:10/0/October 20th19: 00-21:00.

3. Location: 130 1

4. Participants: the main person in charge of the advertising association, all members of the advertising association, and advertising enthusiasts of the whole school.

Verb (abbreviation of verb) Subject: 1. Advertising appreciation study meeting. 2. Communication between new and old students.

Preparation of intransitive verbs before activities:

1. Copywriting Department of the Design Department: responsible for making posters (including three parts: the first part is made by the Design Department, the second part is made by the Copywriting Department, and the third part explains the time, place, people, etc. ).

2. The customer's public relations department applies for a good classroom in advance (130 1) (the selection personnel of the customer's public relations department are responsible for the whole, and freshmen can also do it).

3. The planning department sends people to decorate the classroom, including multimedia preparation, desk and chair placement, etc. (Be sure to arrange it before 6:30, and pay attention to the audio microphone and classroom occupation. )

4. The network department prepares the video advertisement to be played and assigns a commentator for it, which requires classics, thinking and different types. Play it uniformly first, and the second time will be explained interactively by the narrator. The design department prepares the print advertisement to be played and the questions to be asked during the viewing. The staff of the design department will answer questions interactively, and the person who answers correctly will be rewarded with a small gift. Find 8- 10 print ads. The copywriting department prepares 10- 15 advertising signs and slogans, and the staff of the copywriting department will answer them interactively like the design department. The design department is responsible for the order of the venue.

5. The host will be selected. (Generally presided over by the customer public relations selection personnel)

6. The office is responsible for signing in members before the meeting. Responsible for buying gifts, 3 packs of 60 lollipops.

Seven. Activity flow:

(1)6:30-7:00: All the old members are responsible for maintaining order at the scene.

(2) The conference officially begins at 7: 00: The host makes a preface.

(3) the movie officially began.

(4) The conference is over.

Eight. Activity budget:

Publicity board: the production cost of advertising design

Gift: 3* 10=30

The expected effect of the activity: let the freshmen know more about the advertising major, be full of trust and enthusiasm for the association, and show the characteristics of our advertising creative association.

Jiangxi normal university of science and technology college student advertisement creativity association

Article 2 1 of advertising campaign planning. Theme: The 8th "Most Creative" Advertising Competition of Minzu University of China.

2. Activity time: end of June 10 to mid-February 12.

Three. Venue: Minzu University of China and universities participating in this activity.

Four. Target audience: all the students of Minzu University of China and the students majoring in advertising and design in some domestic universities.

5. Organizer: Academic Affairs Office of the Youth League Committee of Central University for Nationalities

College of Literature and Journalism

6. Organizer: Advertising Company of Central University for Nationalities

Seven. Co-organizer: the professional association of advertising and design in colleges and universities participating in the event.

Eight. Introduction to the event:

"The biggest creativity" is an activity organized by our school's advertising agency. Starting from XX, it was initially limited to students majoring in advertising at the Central University for Nationalities. After several sessions of efforts, the current "most creative" has rushed out of the Central University for Nationalities and become a large-scale activity for all universities in Beijing and some places and for all design students. Its main content is the competition for soliciting creative works of advertisements, and the forms of works include print advertisements, logo design, film and television works, advertising planning, advertising collection and so on. The "maximum creativity" activity is a platform to provide opportunities for all students with imagination and creative desire to express themselves.

Nine, the eighth "maximum creativity" goal

The 8th "Creative Max" advertising contest is about to begin. In view of the success of the 7th "Creative Max", it has been extended to Beijing and some universities outside Beijing. Therefore, the goal of the 8th "Creative Max" is to make this year's "Creative Max" more refined on the basis of the previous "Creative Max" while maintaining its original scale.

Schedule of the 8th "Unlimited Creativity" Activities

General Manager of Campus Activities: Rui Liu.

General manager of off-campus activities: Tianjiao

Activity schedule: 1) Preliminary planning: September 27th-65438+1October 3rd1.

2) Publicity and public relations activities:165438+1October1-kloc-0/65438+1October 5th.

3) Launching Ceremony: 1 1.5.

4) Collection of works:165438+105-00-65438+05-02.

5) Work evaluation: 65438+February 8-65438+February 65438+May.

6) Promotion of awards evening: 65438+February10—65438+February 15.

7) Awards Gala and Works Review: 65438+February 65438+July.

(1) Preliminary planning:

(1) Sponsorship cooperation: With the increasing scale of "the biggest idea", it is not enough to rely solely on the school's funding. Therefore, in order to support the activity with enough expenses and make the activity go on smoothly, and to determine the theme of the competition, we need to seek the cooperation of some merchants in return for their investment and sponsorship, and we will promote the business through the greatest influence of creativity. The main forms are: the promotion of merchants or their products is included in the competition topic; The title is "The Most Creative"; Exhibition booth for publicity; Play commercial advertisements before the start of the creative awards evening; Publicize the merchants in the achievement display link (mainly in the form of displaying the logo of the merchants, in which the merchants who have obtained the naming rights are preferred); Promote the image or products for the merchants at the annual advertising conference held by the advertising company; Promote the enterprise on the forums and blogs of advertising companies.

(2) determine the topic:

1) First, the internal members of the advertising company discuss the general framework and direction of the topic selection, and first determine the topic selection that does not require the involvement of sponsors.

2) Further clarify the selected subjects: including sponsors and individual advertisers who need to be added due to the theme.

3) Determine the advertiser's work type (including film and television, radio, plane and planning), the number of topics, the specific topic setting of the strategy sheet and related matters needing attention (submission method of works, award setting, etc.). ).

(3) University Alliance:

The head of the association will contact other universities in Beijing and outside Beijing (mainly those with famous advertising majors) to promote the "most creative" advertising contest, so as to promote the active participation of students majoring in advertising or advertising and design in other universities, send invitations to these universities, and find the main promoters in these schools.

(4) Contact with the judges: The public relations department invited professional teachers inside and outside the school and people in the advertising industry to be guests and judges. And make the "most creative" explanation to the judges.

(5) Preparation of promotional materials: The Propaganda Department prepares promotional materials for the launching ceremony and the collection stage of works. Include banners, billboards, leaflets and inkjet printing.

(2) Publicity and public relations activities

The purpose of publicity and promotion is to expand the popularity of the "Creative Max" advertising contest, let more people participate in the "Creative Max", and at the same time deepen the understanding and support of teachers and students for this activity.

1) spread to the whole school, distributing leaflets, hanging banners, painting and putting up publicity boards.

2) Set up a booth and distribute a strategy sheet to provide visitors with suggestions on specific issues in the 8th "Most Creative" Advertising Competition.

3) Off-campus notice: Invite other advertising majors in capital universities to participate. At the same time, you can ask the promoters of other schools to distribute leaflets in other schools, only in Beijing universities.

4) Campus public relations: inviting department leaders, instructors and student union cadres; Hire a host; Apply for classrooms and publicity venues and evaluate the resources available to the school.

(3) Launching ceremony

(4) Collection of works:

The planning department is responsible for providing multi-channel submission methods, answering questions from contestants and submitting works to the jury.

(V) Work evaluation: the tutor and the invited employees of the advertising company evaluate the work, and the main person in charge of the advertising company prepares for the award-winning party, mainly planning the theme and form of the party.

(6) Promotion of the Awards Gala:

Make detailed arrangements for the awards evening.

(1) Make spray paint, leaflets and party presentations.

(2) Field application.

(7) Awards Gala and Works Review:

Contact school leaders, professional teachers, student union cadres, employees of invited advertising companies, and invite advertising students from other schools to participate as much as possible.

(8) The results show that:

(1) Show outstanding works on campus to further expand the influence of this activity.

(2) At the same time, the excellent works will be carved into CDs and given to the participants of other schools as a souvenir.

(3) Put the works on the forums and blogs of advertising companies for more people to enjoy.

In addition, it can be displayed at the annual advertising conference, which is not part of the schedule.

Participation activities

1, participant

Students of Minzu University of China, students majoring in advertising and related design in universities in Beijing and other places.

Step 2 enter

Unified creation in accordance with the prescribed propositions and related requirements. For details, please refer to the Raiders List of the later contest.

3. Item category

(1) film and television works

(2) Graphic works (graphic advertisement and logo design)

(3) Broadcast advertising

(4) Planning category

5. Input method

Individuals or groups participate in the competition.

6. Time for submission of works

165438+15 October-65438+5 February

7. Submission method of works

Please refer to the strategy table for details.

8, the judges set up

Advertising teacher of School of Literature and Journalism and Communication, Minzu University of China, and invited senior people in the advertising field.

9. Award setting

(1) From all the film and television advertising works, three awards were awarded: 1 Gold Award, 1 Silver Award, 1 Bronze Award and Excellence Award.

(2) From the print advertising works, according to the proposition, 1 gold award, 2 silver awards, 3 bronze awards and 3 merit awards were awarded respectively;

(3) From all the broadcast advertising works, 1 gold, 1 silver, 1 bronze, and three excellent prizes were awarded;

(4) From the planned works, gold award 1 name, silver award 1 name, bronze award 1 name, and 3 excellent prizes were awarded according to the proposition;

(5) Award the grand prize from all works, and do not duplicate with other awards.

10, prize setting

1) All awards have certificates, except for the Excellence Award, all other awards have bonuses, and the Excellence Award has prizes.

2) Grand Prize 800 yuan, Gold Award 500 yuan, Silver Award 300 yuan, Bronze Award 100 Yuan;

Advertising campaign planning 3 I. Name of the campaign:

The 19th Campus Spring Shaanxi College Student Advertising Art Festival

Second, the organization:

Organizer: * * Education Committee of Shaanxi Provincial Committee, * * * Shaanxi Provincial Committee of Communist Youth League.

Shaanxi province student Federation

Organizer: Xi 'an Academy of Fine Arts

Co-organizers: Shaanxi Advertising Association, xi 'an Advertising Association and Shaanxi Student Online.

Three. Activities:

This year's campus spring Shaanxi University Student Advertising Art Festival series activities are divided into three chapters: competition, court and dialogue. At the same time as the main activities of the advertising design competition are held, lectures on civil and commercial legal knowledge and vivid mock trial demonstrations such as advertising behavior, intellectual property rights and art law are introduced. During the exhibition, well-known advertising design enterprises and industry celebrities in Shaanxi will be invited to have a face-to-face dialogue with college students. Through academic salons, lectures, hand-painted demonstrations and other forms, we can broaden college students' horizons, understand the needs of employers, and further strengthen school-enterprise exchanges and cooperation.

First, the theme of the contest, spring on campus, is harmonious but different.

The contest takes the form of public service advertisements with a unified theme.

Theme Interpretation: At present, the closest state between art and life is design art activities. The design art we advocate should reflect the thinking of contemporary designers on the development of local design culture in China. Especially in the context of economic globalization, cultural conflicts and integration are everywhere. We should rationally understand the relationship between following cultural norms and pursuing individuality, so as to strive to maintain the ecological environment of world cultural diversity and carry forward China's new design culture form. Through the design, the cultural characteristics of the nation are reflected, the way of life, artistic conception and quality are pursued, and the innovative ideas of designers are reflected.

Second, qualifications:

College students (including master's and doctoral students) in full-time colleges and universities (including private colleges and universities) in Shaanxi Province.

Three. Category of entries:

Print advertising works

B animated advertising works

Four. Specifications and requirements of the project:

A print advertising work:

(1) The unified size is A3 (297× 420mm).

(2) electronic works 1 department. (The storage format is *. TIF, with 300dpi accuracy and RGB color mode)

③ Hand-painted works are required to be scanned and submitted to the electronic version. (The format of electronic draft is the same as above)

④ No more than 4 series of works.

B animation advertising works:

① Animation advertisements (2D, 3D animations or FLASF works) are in SWF file format in duplicate.

(2) the file is less than 3MB, within 60 seconds, with music.

(3) the title of the work is only attached to the name of the work, and it is not allowed to attach the author's name unit.

Verb (abbreviation of verb) works:

(1) The electronic draft of the work is uniformly carved into a CD by the school (DVD is provided by the host school).

(2) Establish a file package for each work. The file package names the name of the work, the school, the department and the author.

③ Submit the CD together with the registration form to the organizer for selection before the deadline.

Entry requirements for intransitive verbs:

The contest is organized by the school youth league committee and reported to the organizing committee office. Individual submissions are not accepted.

② Participants are required to fill in two registration forms (organizer 1, filing 1).

(3) The contestants should fill in the registration form carefully, the content is true and accurate, and shall not be altered. The application form must be stamped with the official seal of the Youth League Committee of the school.

④ Institutions, departments, names or other special signs are not allowed in the exhibition part of the works.

⑤ Each entry must be stored in a CD-ROM and submitted together with the registration form (the CD-ROM must indicate the author's department, the name of the entry, the author's name, the number of entries, etc. ). Different works of the same category can be stored on the same CD.

⑥ The number of authors of collectively created works shall not exceed 3 at most, and they shall be filled in the list of creative groups in the application form in the order of first, second and third authors. Each work has only 1 instructor.

Any work that does not meet the requirements will be disqualified (the author is responsible for the copyright issues involved in the work).

Seven. criteria for evaluation

Based on the principles of fairness, impartiality and openness, the expert judges will evaluate the entries according to the following selection criteria: the full score of the entries is 50 points, and the scores of each standard are as follows:

Highlight the theme 10 score

Public welfare 10 score

Creativity 10 score

Culture/art 10 score

Visual perception 10 point

Eight, award setting and evaluation:

35% outstanding works were judged in the contest, including 3% first prize, 7% second prize, 3% third prize 10% and 0/5% excellent prize/kloc-0. There are also several mentor awards and best organization awards.

All entries will be judged by an expert judging committee organized by the organizing committee of the competition, and the judging results will be announced in the middle and late May of 20xx, and an award ceremony will be held.

Nine. Activity flow:

In late March, emails, registration forms, CDs and promotional materials were sent to colleges and universities one after another.

Call for works at the end of April.

In mid-May, the works were classified and selected by experts.

The award ceremony and the exhibition of winning works will be held in late May.

Article 4 of advertising campaign planning 1. Advertising objectives

(1) Goals proposed by the club:

This advertising campaign aims to improve the brand awareness of the club in Hangzhou Cultural and Educational Zone, open up market segments for college students, expand market share, enhance the brand reputation of the club, and cultivate the outdoor sports consumption concept of target consumers.

(2) Expected achievable goals:

1, the market share of college students is higher than that of ordinary travel agencies.

2. The brand awareness of the club has reached a certain level and has become a market leader.

(III) Objectives of this advertising campaign:

1. After three months of marketing and advertising activities, the club's market share in market segments has increased to 50%.

2. The brand awareness of the club has reached more than 80%, forming a certain brand loyalty.

3. The scale of membership development has reached 500.

Second, the target market positioning strategy

On the basis of certain market research, combined with the club's own characteristics, we will subdivide the club's target market as follows:

(a) crowd positioning:

18~28 years old young people, full of energy, full of interest, full of passion, dare to accept challenges. They are the most important participants in outdoor sports.

The first target consumer: college students.

College students are a market segment with distinctive personality and outstanding characteristics. The age of this market segment is basically between 18 and 25 years old. They are young, energetic, adventurous, dare to accept challenges and have relatively rich spare time. It is an ideal consumer market for outdoor sports.

The second target consumer group: young people who have worked.

These people are also young and energetic, and have a certain economic foundation, but their free time is limited, so they can be regarded as the secondary targets of the club.

(2) regional positioning:

Main promotion area: Hangzhou Higher Education Zone. West Lake Cultural and Educational Zone, Xiasha Higher Education Zone, Zijingang Campus of Zhejiang University, etc.

Other promotion areas: the old city of Hangzhou. West Lake, Shangcheng, Xiacheng, Gongshu, Binjiang and Jianggan.

Third, the club positioning strategy

According to the Survey and Statistical Analysis Report of Outdoor Sports Status of College Students in Hangzhou and the Analysis Report of Development Status of Outdoor Sports Clubs in Hangzhou, the positioning of XXXX outdoor sports club is as follows.

(A) product positioning

Business scope of the club:

1, group activities:

According to the statistical analysis report of the questionnaire survey of outdoor sports status of college students in Hangzhou, the duration of college students' choosing activities is basically 1~2 days, accounting for about 5 1%. Followed by 3~4 days, accounting for 34%. Only 15% chose activities for more than 5 days. Students are generally willing to choose short trips, which basically do not exceed 4 days.

In addition, when Hangzhou college students choose the scope of tourist destinations, other provinces and Zhejiang Province are the most important, followed by the surrounding areas and provinces of Hangzhou. There are two main reasons for the analysis. First of all, college students in Hangzhou have a misunderstanding about the outdoor sports resources around Hangzhou, thinking that there is nothing interesting around Hangzhou, but all the scenic spots are developed. Actually, it is not. The hilly area near Hangzhou is full of mountains, rivers, valleys and waterfalls, which need to be developed. It is an ideal place for outdoor sports and outdoor survival and development. Secondly, college students dare to meet challenges, take risks and are eager to travel. Because of the geographical location of Hangzhou and its surrounding provinces, it does not meet the requirements of college students' ideal travel destinations. In view of this situation, the first thing to do is to change the target consumers' understanding of outdoor sports resources in the surrounding areas of Hangzhou and set up short-distance tourist routes in the surrounding areas of Hangzhou that meet the tastes of the target consumers. This requirement mainly points out that the length of the tour is in line with the short-distance routes of college students within 4 days, and the surrounding areas and provinces of Hangzhou are undoubtedly the first choice because of their proximity. Secondly, medium and long-distance tourist routes should be properly opened in Zhejiang Province, especially in eastern, southern and western Zhejiang. Other provinces such as Tibet, Qinghai, Xinjiang, Yunnan, etc. The combination of long and short lines meets the hiking needs of some students.

At the same time, the survey shows that among college students, mountaineering and camping have the highest preference, reaching more than 70%. Followed by drifting, cave exploration and upstream, between 30% and 50%. Preference for rock climbing, diving and hiking is between 20% and 30%. Because of the high technical requirements and great danger, the selection ratio of rapid descent is the lowest.

The financial ability of college students determines the activity expenses they can afford, and 63% of them are in 250 yuan. 3 1% college students can afford 25 1 ~ 450 yuan. Only 7% can afford 450 yuan. The affordability of expenses can also reflect the demand of target consumers for short trips within 4 days.

Based on the above analysis, as the main business project of XXXX, group activities should be based on short-distance routes, and the duration of activities is generally two days and one night. Activities are mainly based on mountaineering, camping and rafting, which are highly preferred by college students. At the same time, in order to meet the needs of some students for long-distance travel, long-distance lines outside the province are appropriately opened.

2. Outdoor products retail and rental:

The survey shows that most college students have no personal outdoor sports equipment and need to rent or borrow it, accounting for 58%. Secondly, even if you have some outdoor sports goods, you have to buy them because of the high cost of basic outdoor sports goods, among which hiking shoes and backpacks are the most. As for tents, sleeping bags, raincoats and pants, there are very few owners.

In view of the above situation, the club mainly deals in the retail of outdoor products, such as mid-range and practical hiking shoes, backpacks and other bulk outdoor products, and also manages some outdoor sports and leisure clothes appropriately. In addition, because most of the target consumers don't have personal outdoor sports basic equipment and need to rent or borrow it, the club rents out related outdoor equipment, mainly tents, sleeping bags, damp-proof mats, floor mats, barbecue utensils and other appliances that are in great demand.

(B) price positioning

The economic ability of college students determines the activity expenses they can afford. The survey reflects the tolerance of college students to different grades of expenses, and 63% of them can afford the expenses within 250 yuan. 3 1% can bear the cost of 25 1~450 yuan. Only 7% can afford 450 yuan.

In view of the economic ability of college students, the club pricing strategy should focus on high quality and low price, highlighting practicality, practicality and practicality. Advocate to enjoy high-grade products at low prices.

(C) the club image positioning

Explanation of the names of 1 and XXXX:

XX is a feat of mankind. Everyone who walks through XX is a hero. Outdoor sports are adventurous, arduous and unpredictable, and need strong will and superhuman courage, which is in line with XX's spirit of challenging nature and overcoming self.

Red symbolizes youth, passion and vitality, and embodies the spirit of contemporary college students who are full of vigor, strive for progress and dare to challenge themselves.

2, the club personality image positioning:

Young, active and passionate.

3, club quality positioning:

Self-confidence, courage, perseverance, honesty and cooperation

4. the core slogan of the club: Trymybest!

5. Interpretation of the core concept of the club:

XXXXtrybest, focusing on its own development, provides meticulous, thoughtful and personalized service for every customer;

Youtrybest, challenge nature, temper yourself, conquer yourself and let yourself go.

Fourth, advertising appeal strategy.

(A) the goal of advertising appeal

The first goal: XXXX's advertising target is mainly college students in Hangzhou. The age of this group of people is basically between 18 and 25 years old. They are young, energetic, adventurous, dare to accept challenges and have a strong interest in outdoor sports. At the same time, college students take the school as the unit, and the crowd is dense, which is convenient for concentrated advertising activities.

The second target: young people who have already worked. This part of the appeal target is mainly 18~28 years old, young, active, with certain economic strength, and also an important target consumer group of the club.

(2) Appeal focus: Trymybest!

By showing the club's warm, young and positive personality image, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, this paper interprets XXXX outdoor sports club Trymybest! The core idea is to make the target consumers feel the personality charm of the club.

(3) the way of complaint

According to the characteristics of the object of advertising appeal, advertising adopts the method of emotional appeal, which is characterized by "touching people with the environment", stimulating the sensory system of the target consumers and guiding them into the romantic realm by creating a rational and substantial artistic conception picture. The expressive language of emotional appeal is full of stimulation and agitation, which can affect the associative psychology and dreamy psychology of target consumers and is quite influential among young people.

Five, advertising performance strategy

(A) advertising theme

According to the focus of advertising appeal, the advertiser of XXXX is extracted as: Trymybest!

By showing the enthusiastic, young and positive personality image of XXXX outdoor sports club, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, Trymybest is finally interpreted! The core idea of.

(B) advertising creative strategy

Starting from the connotation of the name XXXX and the characteristics of outdoor sports, a series of associations are made to effectively express the advertising theme through the creative combination of various abstract and concrete objects. Advertising creativity pays attention to the club's core concept, quality and personality image positioning.

(3) Advertising performance requirements

Style: cool sports full of energy and passion are produced.

Tone: Passion inspires romance

Tone: bright jump

Six, advertising media strategy

(A) the overall strategy of advertising media

Starting from the target consumers' media contact habits, we should reasonably choose advertising media and effectively integrate media to achieve the best publicity effect at the most economical cost.

(B) advertising area selection

According to the positioning of the target consumption area, the main advertising area is the higher education area in Hangzhou, followed by the six districts in Hangzhou.

Media selection

According to the target consumers' media contact habits and relevant media indicators in Hangzhou, select the following media for advertising:

TV Media: Hangzhou Cable TV Station

Newspaper media: Youth Times

Road signs and bus shelters: Wen Yi Road and Jiaogong Road.

Posters and leaflets: information columns of major universities

(D) Media mix

Hangzhou Cable TV Station and Youth Times, which have high coverage and influence among young people, launched an advertising campaign, and responded with advertisements of road signs and bus shelters, infiltrating with posters and leaflets.

(5) Release frequency

XXXX plan is first launched with high frequency, penetrating the college students' market segments with a quick and powerful offensive, improving the club's popularity and expanding market share in a short time. After the release of low frequency, in order to last, always remind the target consumers of the strategy.