The process of online advertising planning

The purpose of determining the objectives of online advertising is to produce changes in consumers' awareness, emotions, attitudes and behaviors towards the brand through information communication, so as to achieve the marketing objectives of the company. There are different advertising objectives in different development periods of the company, such as image advertising or product advertising, for product advertising in different development stages of the product advertising objectives can be divided into providing information, persuasion to buy and remind the use of etc. AIDA law is the law of network advertising in the process of determining advertising objectives:

1, the first letter A is "Attention "(Attention) in online advertising means that consumers on the computer screen through the reading of the advertisement, gradually on the advertiser's products or brands to produce awareness and understanding.

2, the second letter I is "interest" (Interest). After noticing the information conveyed by the advertiser, the audience of the online advertisement becomes interested in the product or brand and wants to know more about the advertisement, so he can click on the advertisement and enter the marketing site or web page that the advertiser has placed on the Internet.

3. The third letter D is "Desire". Interested advertisers who are interested in the benefits offered by advertisers through their goods or services have the intention of "owning" the advertiser's web page, and they are bound to read the advertiser's web page carefully, which leaves a record of the web page read on the advertiser's server.

4, the fourth letter A is "action" (Action). Finally, the advertiser's audience converts the action of browsing a web page into an action that meets the advertiser's goal, which may be registering online, filling out a questionnaire to participate in a sweepstakes, or making an online purchase, and so on. 1. Have a clear and powerful headline: The headline of an advertisement is a general, conceptual and dominant statement that attracts consumers.

2. Concise advertising messages;

3. Developing interactivity: such as adding game features to online ads to increase visitors' interest in the ads;

4. Reasonably arranging the time factor for the release of online advertisements: the time planning of online ads is an important aspect of their strategic decision-making. It includes consideration of the time frame, frequency, chronology and release time of online advertising. Time limit is the length of time from the beginning to the end of the advertisement, that is, how long the advertisement of the enterprise intends to last, which is a comprehensive reflection of the stability and novelty of the advertisement. Frequency is the number of times an advertisement is played within a certain period of time, and the frequency of network advertisement is mainly used in the form of E-mail advertisement. Timing refers to the arrangement of various forms of advertisements in the order of release. Release time refers to whether the advertisement is released before or after the product is put on the market. According to the survey, consumers' online activities are mostly in the evening and on holidays.

5. Correctly determine the budget for online advertising costs: the company should first determine the overall promotional budget, and then determine the budget for online advertising. The overall promotional budget can be determined by applying the "from each according to his ability" method, the "percentage of sales" method, the "competitive equivalence" method, or the "target task" method. The budget for online advertising can be determined based on the target group and the advertising objectives that the company wants to achieve, which should be strong enough, but also to the extent that it is sufficient. The "within means" method means that companies determine their advertising budget on the basis of the amount of money they can afford to spend. The percentage of sales method means that companies calculate and determine advertising expenditures based on a certain percentage of sales (actual or projected sales) or selling price per unit of product. Competitive equivalence method refers to the enterprise compared to the competitor's advertising expenditure to determine the amount of advertising expenditure, in order to maintain a competitive advantage. Steps of the goal and task method: ① clearly determine the advertising goal; ② decide on the tasks that must be performed to achieve this goal; ③ estimate the various costs required to perform such tasks, the sum of these costs is the planned advertising budget.

6. Design a good test program for online advertising There are many channels and forms of online advertising, each with its own strengths and weaknesses, the enterprise should be based on their own situation and the objectives of online advertising, selecting online advertising channels and methods. At present, the main channels and methods available are:

1. Home page form: the establishment of their own home page, for enterprises, is an inevitable trend. It is not only the establishment of corporate image, but also a good tool for publicizing products. Many forms of advertising on the Internet only provides a quick link to the company's home page, so the establishment of the company's Web home page is the most fundamental. From the future development, the company's home page address will also be like the company's address, name, telephone, is unique, is the company's logo, will become the company's intangible assets.

2. Internet Content Service Providers (ICP): such as Sina, Sohu, NetEase, etc., which provide a large number of free information services that Internet users are interested in and need, including news, reviews, life, finance and economics, etc., so these sites are very visited and are the most noticeable sites on the Internet. At present, such sites are the main position for online advertising, but the main form of advertising on these sites is banner advertising.

3. Specialized sales network: This is a way of selling specialized products directly on the Internet. Walking into such a site, the consumer just has to fill in a form with information such as type, model, manufacturer, and price of the goods he needs, and then press the search button to get all kinds of details about the goods you need.

4. Business Directory: This is where some Internet Service Providers or government organizations incorporate part of their business information into their homepage. For example, the Hong Kong Business Development Council's home page includes a directory of automobile dealers and auto parts dealers, and users can access the home page of selected companies through links whenever they are interested.

5. Free E-mail service: There are many service providers on the Internet that offer free E-mail service, which many Internet users like to use. Utilizing this advantage can help companies to send advertisements actively to users who use free E-mail service.

6. Yellow Pages form: on the Internet there are a number of specialized search services to query the site, such as Yahoo! These sites are like the telephone yellow pages, divided by category, easy for users to site inquiries. The benefits of this approach, one is targeted, the query process are differentiated by keywords; second is eye-catching, in the obvious place of the page, easy to be noticed by the query, is the first choice of users to browse.

7. Network newspapers or online magazines: With the development of the Internet, some famous newspapers and magazines at home and abroad have established their own home page on the Internet; there are some emerging newspapers or magazines, give up the traditional "paper" media, completely become a "network newspaper". "Network newspapers" or "network magazines". Its impact is very large, and the number of visitors is constantly rising. For companies that focus on advertising, advertising in these online newspapers or magazines is also a better communication channel.

8. Newsgroups: Newsgroups are a form of Internet service to which everyone can subscribe and to which the reader can become a member. Members can read a large number of announcements on newsgroups, post their own announcements, or respond to others' announcements. Newsgroups are a great way to discuss and share information. Advertisers can choose newsgroups to post announcements related to their company's products, which will be a very effective channel to spread online advertising.