Advertising planning program

Seven Sample Advertising Planning Programs Summary

In order to make sure that the work or things can be carried out in an organized manner, we need to make a program beforehand, which is a methodical plan arrived at before the case. Do you know what kind of program can actually help us? The following is my carefully organized advertising planning program 7, just for reference, welcome to read.

Preface

We are honored to be able to participate in the advertising campaign for the Ocean Pearl, and we will do our best to plan and create a saleable advertisement for the Ocean Pearl.

I. Product Analysis

1. Concept of Pearl River New City:

Pearl River New City is the future city center of Guangzhou.

l The planning is perfect, and it is by far the most imposing planning in Guangzhou.

In short: Zhujiang 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 are a big construction site, living in Pearl River New City is like living in a construction site.

l Pearl River New City is very expensive, the unit price of the residence is high, only the rich can afford to live.

3. Features of Sino-Ocean Pearl Tower:

l It is located in the center of Guangzhou's new city - Pearl River New City.

lSmall openings, mainly small and medium-sized units, low total price.

lQuasi-existing buildings.

lFacing the river view, the surrounding greenery is good, the landscape is pleasant.

l Close to Wuyang New Town and Tianhe, convenient life.

lBeside Guangzhou Avenue, convenient transportation.

lThe new building is its soundproof wall.

l Backed up by the strong strength of Guangzhou Sino-Ocean Group.

4. Other major Pearl River New City properties

New Mansion:

Intoxicating river view at all times

Designed by world-class masters, it's also a mansion in Hong Kong

Average price of 9,000 yuan/square foot

In a nutshell, it's the rich and powerful who live in our neighborhood, and we have the same value of the location. But our target consumers are not the same.

Preface:

With the deepening of the market economic system, cities are becoming more and more open. Cities must take the concept of great openness and look at the world to adapt to the market economy situation and meet the market challenges. Cities must have a good image of themselves in the process of going global, and a good city image is the passport for cities to enter the international market. Moreover, along with China's urbanization process and the increasingly fierce competition between cities, shaping the city brand and city image has become the key to enhance the competitiveness of our cities and achieve sustainable development.

City image is a general, abstract, conceptual understanding and evaluation of the city by the public inside and outside the city, which is a rational reproduction of the city's reality and a tool for information exchange and ideological liaison between the city and the public, and represents a reality supported by individual or collective intentions.

A good city image is a reflection of the comprehensive strength of a city. It is an effective carrier of material civilization and spiritual civilization. The shaping of city image is a new combination point for the construction of two civilizations, especially for the promotion of the spiritual civilization of the city, which provides a new way of thinking and a new method. City image shaping focuses on the cultivation and establishment of the city spirit, trying to use a kind of spiritual marking to dominate people's thoughts, establish people's image consciousness, make them consciously safeguard the city's reputation and credibility in their actions, so as to enhance people's spirit of solidarity, which is conducive to the release of the overall mobility and play. The city's image is good or bad, will make the individual citizens have a sense of honor and shame.

A good image of the city, so that individual citizens have a great sense of pride and sense of mission, a strong incentive to the individual citizen's own initiative, so that from the thought, action consciously for the sake of the city.

A city's visibility in the international arena is very important, visibility is publicized, is by its own characteristics (such as scenic attractions, fist products, history and culture, customs, etc.) spread up. City image to create a good city hard and soft environment has a great role in promoting, so as to stimulate the social potential of people to create the conditions.

City image is a city of intangible assets. Good city image, internally, can enhance the city's cohesion, centripetal force, can improve the sense of belonging to the city of the citizens, sense of pride, so that the city cadres and masses to work in a master attitude, produce the same boat * * * *, honor and disgrace and * * * the idea that everyone is concerned about the development of the city; externally, it can improve the city's social visibility, reputation, and is conducive to enhancing the international competitiveness of the city. Chengdu as a central city in the western region, the city's material civilization construction and spiritual civilization construction has been developed rapidly, but Chengdu's . The city's brand positioning is vague, which has become an obstacle to the construction of Chengdu's city image publicity

Obstacles. Sichuan enjoys the reputation of "Land of Heavenly Capital", Chengdu, as the center of Sichuan, has rich natural resources and historical and human resources, the integration of Chengdu's resources for planning, change the existing image of Chengdu city, and play a role in the promotion of the city brand.

In this advertising plan, it is mainly from the two aspects of Chengdu city branding and city image shaping to do a city positioning for Chengdu, to achieve the purpose of promoting Chengdu.

I. Environmental Analysis

1, the relevant macro-environmental analysis

(1) Economic:

Chengdu is an important center of the central and western part of the city, since ancient times it is the political, economic, cultural and military center of southwestern China. commerce center, financial center, science and technology center and transportation hub, communication hub.

In the China Urban Development Report (20xx~2009), Chengdu ranked fourth in mainland China in terms of comprehensive strength. Chengdu's GDP and total output value of the tertiary industry ranked fourth in the country's capital cities, after Hangzhou, Guangzhou and Nanjing. The scale of primary and tertiary industries is the first in the west, and the secondary industry is the second in the west. Chengdu is the city that attracts the most foreign investment in western China, and many multinational companies, including 175 Fortune 500 companies (July 20xx, including domestic), have branches or offices in Chengdu, making it the first choice for foreign companies to invest in western China. 20xx, Chengdu's GDP amounted to RMB 813.894 billion. In 20xx, Chengdu achieved a GNP of RMB 813.894 billion, ranking second in terms of economic output among provincial capitals and eighth in terms of cities in mainland China, and was ranked as the top city of the New City in the First Financial Weekly in 20xx.

As a base for the "headquarters economy" in central and western China, Chengdu has built a modern industrial industrial system with the headquarters economy as the core, high-tech industry as the forerunner, and modern manufacturing industry as the foundation, which has brought a variety of economic effects to the regional development, improved regional visibility and credibility, and facilitated the regional government to improve the quality of service, optimize the business environment, improve the urban infrastructure and the habitat environment, as well as to improve the quality of life. It will also bring various economic effects to regional development, increase regional reputation and credibility, promote regional government to improve service quality, optimize business environment, improve urban infrastructure and human environment, promote multicultural integration and interaction, accelerate internationalization of the city, and enhance the level of tertiary industry and regional economic competitiveness.

In 20xx, under the complicated and severe economic situation at home and abroad, the overcapacity of some industries, and the downward pressure of the domestic economy, Chengdu adhered to the keynote of "steady progress, leading development", and actively responded to the national policy call of "adjusting the structure, stabilizing growth, and promoting reform", and actively responded to the national policy call of "adjusting the structure, stabilizing growth, and promoting reform". The leading role of electronic information and automobile industries 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.

Overall, Chengdu's economic development is in good shape.

(2) Politics:

Chengdu is located in the central part of China's Sichuan Province, the capital of Sichuan Province, one of China's sub-provincial cities, the center of Sichuan Province's political, economic, cultural and educational centers, a single-listed city in the National Plan for Economic and Social Development, and a national historical and cultural city.

In 20xx, approved by the State Council, and the former Xindu County, Wenjiang County to withdraw the county and set up districts, forming today's 9 districts, 4 cities (county-level cities) 6 counties of the pattern, namely: Jinjiang District, Qingyang District, Jinniu District, Wuhou District, Chenghua District, Longquanyi District, Qingbaijiang District, Xindu District, Wenjiang District, Dujiangyan City, Pengzhou City, Qionglai City, Chongzhou City, Jintang County, Shuangliu County, Pixi County, Dayi County, Pujiang County, Xinjin County.

(3) the natural environment:

① Geographic environment: Chengdu is located in central Sichuan, western Sichuan Basin, between 102 ° 54 ′ E ~ 104 ° 53 ′ E

and 30 ° 05 ′ N ~ 31 ° 26 ′ N, an area of 12,390k square meters, cultivated land area of 4,320k; east of Deyang, Ziyang adjacent to Ya'an, Meishan, west, Aba; it has a long geological history, and the strata are more fully exposed. Chengdu's terrain varies significantly, lower in the southeast and higher in the northwest; it has the climatic characteristics of "early spring, hot summer, cool autumn and cold wet winter" (subtropical monsoon climate), with an average annual temperature of 16℃ and an annual rainfall of 1,000mm; another notable feature is that it is "cloudy and foggy, with short sunshine", and the air is humid.

② Tourism resources: Chengdu is the "most famous Chinese cultural city" and "China's best tourist city", carrying thousands of years of history

UNESCO Creative Cities Network awarded it the "Gourmet City". The UNESCO Creative Cities Network honored it as the "Capital of Gastronomy". With two World Heritage Sites and two World Prepared Heritage Sites, Chengdu is the city with the largest number of World Heritage items in central and western China. It is a famous historical and cultural city with a history of about 3,000 years of founding and nearly 150 years of capitalization, and boasts many historical attractions and humanistic landscapes, such as Wuhou Ancestral Temple, Dufu Caotang, Yongling Mausoleum, Wangjianglou, Qingyang Palace, Wenshu Temple, Mausoleum of the King of Shu of the Ming Dynasty, and Zhaoguosi Temple.

③ Natural resources: Chengdu is rich in mineral resources, iron, copper, rare earths and other metal minerals and

limestone, marble, coal, natural gas and other non-metallic mineral resources of more than 60 kinds; is located in the subtropical humid areas, the topography and geomorphology is complex, the natural ecological environment is diversified, biological resources are very rich, according to preliminary statistics, only the animal, plant

material resources are 11 classes, 200 families.

Advertising Plan Part 3

Refreshing and non-greasy food! Shanxi refreshing brand bag of cold noodles

Eat over shoo! The sound of shooing is like wind chimes! Gansu wind chime brand bag dry noodles

Family loves Regal, Regal loves family! Shandong Regal Brand Instant Noodles

Hualong Noodles, every day. Hualong Noodles

Master Kong's Instant Noodles, delicious and visible. Master Kong Instant Noodles

A bag of "Gusong", a bag of love, silk true love is "Gusong" Gusong brand three fresh noodles Grand listing, the face of all good. Lundu Noodles

Convenient and easy to use! Fresh and salty! Napoli macaroni

Eat Huafeng, Road Road, Huafeng brand instant noodles

Advertisement Planning Program Part 4

First, the image of publicity

As the saying goes, "the fragrance of the wine must be hard to yell," for RT-Mart, it should be said that the people of Fuyang is still very familiar with the city. Very familiar. But it can be said that the people's familiarity is still stuck in the XX supermarket on this level, the trade city is not very good attention. Then, how to cause considerable concern in the consumer groups, so as to make up the determination to buy a house, the image of the media publicity is indispensable.

Image publicity should be multi-angle, multi-faceted. Mainly highlight the XX Trade City, "create wealth, create wisdom, creativity SOHO era came to Fuyang," which is different from the positioning of other properties, such as located in the city center, ultra-high cost-effective and so on is also a good publicity point.

According to the newspaper's experience in publicizing the effect of the "image publicity" page to do a relatively large, beautiful pattern, the language should be simple, memorable.

Second, soft

A good real estate company and its real estate, it is necessary to open up in front of consumers, to show their own characteristics and advantages. And all this, in addition to eye-catching image publicity, can also publish some explanatory and persuasive articles. Soft text does not look like advertising, but often can achieve twice the effect with half the effort.

XX Trade City project, mainly from the "XX Trade City - the arrival of the SOHO era", "located in the center of the city, the door to the wealth of the prominent", the new space concept, "Fortune Square". Space concept, "Fortune Plaza" and so on.

These soft, can be in the "real estate special edition" with a reporter interview, reporter observation, reporter point of view, reporter analysis and other columns to do, the effect will be very obvious.

Third, related activities and reports

In addition to advertising, you can also jointly engage in a number of rich and diverse activities to attract consumer attention, stimulate consumer interest.

● Unlimited creativity - creative contest

● My business story - published a business story of the owners of the Trade City, available in the form of interviews with journalists or self-explanatory.

......

In short, to do enough SOHO modern business articles, so that the SOHO concept of the depth of the people, so that the trade city caused consumer demand.

Fourth, the image of the text of the publicity

This block to the reporter interviews with the company's senior or interviews with authoritative experts (the company contact) is the main, from the side of the interpretation of a business city in Fuyang in the many properties in the "incomparability", the purpose is to firm consumer confidence and pride in purchasing real estate. The purpose is to strengthen the consumer's confidence and sense of pride in purchasing a home.

Calculation of the page: an average of one full page per month, twelve pages per year.

Calculation of cost: slightly

Advertisement Planning Program Part 5

Activity Background

Situation, showing all the spontaneity.

1. National income has increased, and the quality of life of residents has improved significantly.

2, most families do not have enough to eat is not a problem, enjoy life on the agenda.

3, the work pressure is huge, the urgent need to release the space, vacation, tourism has become the first choice.

4, the policy support, holidays is the prime time for tourism.

The resort, a thousand beautiful.

1, there are many tourist resorts, the landscape is unique.

2, the purpose of tourism is different, the masses of tourists have their own place to go.

3, between the tourist places can be combined with each other, complement each other; but at the same time will also be competing with each other, the battle is fierce.

4, personalization and characteristics is the focus

1, Longquan Lake pleasant scenery, unique scenery, strong humanistic spirit.

2, Longquan Lake, where the biggest features? What are the places that other scenic areas do not have? Do tourists know?

3, how to borrow the fame of Longquan Lake to disseminate information about the region?

4. What can attract most tourists? What can retain the most valuable 20% of tourists? How to make the other 80% of tourists to transfer to the 20% of the value system?

5. How do tourists choose a place to visit? How is the process? What is the dominant force influencing them?

6, long-lasting, is the best! The scenery is breathtaking, the human spirit is good, will attract tourists once, twice up to three times, how to make Longquan Lake year after year is the focus of attracting tourists to visit again and again?

The value of the activity

The value of naming:

The naming of the 20xx Longquan Lake Water Culture Festival, first of all, highlights the characteristics of the regional tourism, gives Longquan Lake an overall positioning, explains that the Longquan Lake is not only a lake, but also a combination of water scenery and cultural qualities; second, the naming of the expandability, can be expanded to 20xx Longquan Lake Water Culture Festival Secondly, the name is expandable, and can be expanded to 20xx Longquan Lake Water Culture Festival, etc., so that the event can be held every year, so that Longquan Lake becomes the focus of the public year after year, and the region becomes the focus of the region year after year because of the Longquan Lake Water Culture Festival.

Value to tourists:

The annual Water Culture Festival can gather visitors from all directions, so that tourists can experience the full range of Longquan Lake's scenery, experience the infinite scenery of Longquan Lake, and feel the region's unique charm of humanism, folklore and art activities, so that tourists can fully enjoy the cultural festival of the various trade activities brought about by the shopping fun.

The value to the travel company:

1, enhance the visibility and influence of Longquan Lake and its related areas;

2, through the reasonable layout of the attractions, charges and the organization of various trade activities, to enhance the comprehensive strength of the tourism company;

3, to drive the development of the surrounding economy, the benefit of the country and the people;

The value to the regional enterprises:

The value to the regional enterprises:<

1, the cultural festival of tourists and the attraction of the business, the development of enterprises in the region to create a broader platform for trade;

2, the cultural festival can quickly enhance the impact of enterprises in the region, especially for the festival throughout the title sponsorship of the enterprise;

3, trade activities and exhibitions, exhibitions and sales activities, can quickly enhance sales, and can be a large number of orders;

< p> 4, the enterprise through the influence of the festival can organize their own activities, so as to enhance the overall competitiveness.

Value to the government:

1. Promoting the development of tourism in the region;

2. Expanding the influence of the region in the province and even in the country;

3. Effectively enhancing the economic efficiency and comprehensive competitiveness of local enterprises;

4. The development of the economy and tourism industry, which can effectively improve the employment rate;

5.

5. Under the influence of the influential cultural festival, the negotiation of other government projects is more conducive to the development of the region's economy and can be used to attract more investment;

6. Enriching the cultural and recreational life of the people, and spreading the unique culture of the region;

7.

Value to the people of the region:

1. Enriching the people's cultural and entertainment life;

2. It can increase the employment rate and reduce the pressure of employment;

3. The development of tourism and economy can increase the income of the residents and improve the standard of living;

4. It can carry forward the culture of the region.

Advertisement Planning Program Part 6

I. Purpose of the activity:

To depict the beautiful picture in their own minds, and to use the paintbrush in their own hands to depict the most beautiful in their hearts. In order to meet the eighth culture and art festival held in our college and celebrate the arrival of Mother's Day, but also in order to improve the innovative ability of contemporary college students, practical ability, organizational skills, cooperation and humanistic qualities, stimulate the sense of ownership of college students, and promote the "truth", "goodness", "beauty", "goodness", "goodness", "goodness", "goodness", "goodness", "goodness" and "goodness". " "Beauty" spirit, to create a healthy campus, *** build a harmonious society and for this purpose, to provide students with an opportunity to discover themselves, show themselves. Depicting their own beautiful dreams! Therefore, we decided to organize the "The Second Banyan City Colleges and Universities Advertising Design and Picture Traveling Exhibition" during this period. Through this activity, to improve the cohesion between the members of the society, the friendship between the society and the society, the university and the university, and to strengthen the communication between the universities.

Second, the host: Fujian College of Finance Department of Finance House Association Federation

Network co-organizers: China Art Bar (xx)

Fujian College Students Online

Fujian College Students Online

Fujian College Association Union

Co-operation units: Photography Association, Ink Edge Association cartooning, Fuzhou University Green Union, Fuzhou City Environmental Protection Bureau, Fuzhou Shuo Shi Sheng team

Third, the competition time and place:

1, the competition time: April 26 - May 12

2, the exhibition time: May 13 (Mother's Day)

Fourth, the form of works:

a class: poster posters and other forms of creation is not limited. Can include (print advertising, photography, illustration, comics, painting, color, drawing, calligraphy ...) form to show the size of the ordinary poster 1/4 (length 28 cm wide 20 inside about)

b class: (copy class) campus civilization slogans

c class: pictures (photos or posters)

d Category: Handicrafts

V. Content of the work:

Highlighting the "public", "benefit" including: rights and interests (women's rights and interests), morality, health, The first is a public service campaign for the protection of rights and interests (women's rights and interests), morality, health, environmental protection, sanitation, anti-drugs, Project Hope, respect for knowledge and safety. (For off-campus)

Work content two:

Highlighting the "campus culture", including: campus hygiene environment, campus rules and regulations, campus dormitory management, campus reading atmosphere and other campus culture publicity. (For the campus)

Six, scoring standards:

Creative, good overall effect (30 points)

Good artwork, color matching reasonable, vivid and realistic (20 points)

Works highlighting the theme, can be very good to inspire the point of view (35 points)

Close to the life, the authenticity, Practicality (15 points)

VII. Awards and prizes:

Outside the first prize (200 yuan and certificate of honor)

Two second prizes (100 yuan and certificate of honor each)

Three third prizes (50 yuan and certificate of honor each)

Outstanding fifteen prizes (prizes and honorary certificate).

One first prize ($50 and certificate of honor)

Two second prizes ($30 and certificate of honor each)

Three third prizes ($15 and certificate of honor each)

Ten excellent prizes (prizes and certificate of honor).

Judges: some of the participating club leaders and the relevant teachers of the school *** 10 (70%) and all students of the school (30%)

First, the planning concept:

To seize the Tanabata as a good opportunity to publicize, but also from the many festivals or concerts in the form of the Tanabata activities, we believe that we must have a different way to make it stand out from the rest of the world. We believe that we must find another way out.

The large-scale netizen sunshine party focuses on young netizens who have never met before, and through the Zhejiang TV and Xiangshan scenic area, let them have an intimate contact in the blue sea and blue sky, and interpret the traditional Chinese Tanabata Festival with the young people's perspective and vigor. With the help of Zhejiang Satellite TV's powerful publicity platform and QQ's new media power, I believe that this refreshing activity will not only attract the eyeballs of the media but also attract the great attention of the majority of netizens.

Two, the activities of the implementation of the program (the initial case)

1, hype stage: March 13th.

Zhuzhou TV: "Zhuzhou Report", "Real Estate Supermarket", "Life Formula" program broadcast:

25 seconds twice, 25 seconds four times in the rebroadcast period, Zhejiang TV evening prime time promo rolling broadcast no less than 8 times a month ***32 times promo broadcast. Content: activity publicity, netizen collection.

2, recording stage: after July 23

a, 12 netizens, the host announced the rules of the event, awards and so on.

b, netizens in Xiangshan's iconic attractions in five groups of love face to face. The right number of players out of the line, into the next session. At the same time there are a few favorite netizens love card battle, by the scene netizens vote to decide who to stay and who to go

C, netizens combination of charm contest: than tacit understanding, than physical strength, large love song duet, more than the way of romance and so on.

D, large beach bonfire party

3, the program broadcast and activity reports:

Zhejiang Satellite Television on August 6, "Boys and Girls" special program (can be considered to do two programs), the length of the program 5 minutes.

QQ Entertainment Channel prominently featured graphic with text reports

QQ live channel synchronized broadcast

Metro Express, Qianjiang Evening News, Youth Times Today's Morning Post Daily Newspaper graphic with text reports

;