Interesting examples of advertising schemes

Interesting model essay on advertising planning

Advertising planning is the operational planning of advertising overall strategy and strategy. Next, I'd like to introduce you to five model articles on advertising planning. Welcome to reading.

Advertising plan 1

Purpose of the activity: to promote college students to carry out public welfare practice, carry forward public welfare spirit, publicize social morality, advocate public welfare culture, carry out public welfare practice and shape public welfare image, and carry out public welfare advertising activities.

Purpose of the activity: In order to strengthen and improve the ideological and political education of college students and enrich campus culture, the College Youth Federation wants to plan a public service advertising practice activity, so that all the students in the school can participate in the activities of the Youth Federation.

Activity requirements: College students should combine with public welfare culture, emphasize effectiveness, humanity and morality, spread public welfare culture through advertisements, create a scientific and elegant moral atmosphere, and let college students accept more new things.

Activity time: This semester begins and lasts for one semester, and the selected works are exhibited once a week.

Specific planning:

1. The first public service advertisement was organized by the College Youth Association. For today's social problems, such as? Prevention of AIDS? 、? Learn from Lei Feng? 、? Economical society? Hot issues, such as choosing certain material. The selected theme materials are made by the Propaganda Department and the Network Department, and a public service advertisement is made by drawing posters or photocopying posters.

2. All students in the hospital can participate in this activity, either individually or collectively. Through a certain selection of materials, they can do some public service advertisements around the theme, and also submit certain works and materials, such as posters, photos, pictures, theme materials and so on. , ask the College Youth Association for help.

3. The submission of works and materials can be directly communicated with the Propaganda Department and Network Department of NYOGOC, or through the mailbox of NYOGOC.

4. The College Youth Association regularly exhibits some works through selection, and sets up some merit awards for evaluation.

This activity was planned, organized and selected by the Youth Association of the College.

Organizing public welfare activities embodies the noble quality of helping others and the spirit of caring for public welfare undertakings, bravely assuming social responsibilities and selflessly contributing to society, which can leave a good impression on the public and win public praise and good reputation.

Advertising scheme 2

I. Introduction

Our company has been advertising a product as an agent for nearly two years. In the past two years, our company has been actively planning the marketing and advertising strategies of this series of products with a serious and dedicated attitude. In addition to striving for performance in advertising, we have been cooperating with the booming business and promoting product sales.

Our company acts as an agent for shampoo advertising. In the first year (2005), the advertising focus was XXX of this product, which made an inestimable contribution to the expansion of product popularity and the deepening of impression. So this advertisement won the Golden Bridge Award sponsored by XXX. Best creative award? Second place. In the second year (2006), in line with your company's management policy, the products were promoted as the main products in the first half of the year, emphasizing the importance of products. What is the title we chose? Choose a good XXX to deal with XXX? The idea and method of educating consumers to choose XXX correctly have also achieved good results, and won the best creativity in advertising sponsored by XXX? Did you win the lottery? .

However, according to the analysis, although there is a large market for a certain product, it is not easy to win a higher market share because of the numerous competitive brands and large advertising investment. Our company suggests that next year's sales and advertising appeals should focus on naming and purchasing, as well as advertising investment linking 2005 and 2006, and target at some products. The following is our company's advertising plan for some products in 2007 according to various factors of market and consumer psychology, which is still correct.

Second, advertising goods.

A certain product of a certain company.

Third, the purpose of advertising.

1, promote named purchase

2, strengthen the characteristics of goods.

3. Connect the advertisements in 2005-06.

4. The influence degree of communication: unknown? Famous? Do you understand? Believe in it? behaviour

Fourth, the advertising period

June 20th, June 20th, June 20th.

Verb (abbreviation of verb) advertising area

All regions of the country (mainly cities)

Sixth, the advertising target.

All resident users

Seven, planning ideas

(1) There are two changes in the market size:

A: The change of quantity changes with the natural increase or decrease of population.

B: Qualitative change changes with social form (such as agriculture entering industrial zone), values and cultural level.

In these two changes, the same type of goods will suffer the same impact, that is, it is both intense and uniform, and the changes are mostly gradual, not controlled by a single brand power.

(B) to enhance the market share of time-honored brands (that is, to seize the market of other brands)

(3) Increased frequency of use and purchase.

As far as a certain commodity is concerned, it belongs to a certain daily necessities and is a personalized commodity, which is different from some commodities that will lead to impulse purchase. Develop new markets? It is not easy, so we have to use the mutual information of the old market to increase the new market, and it is impossible for the market expanded by the changes of the quality and quantity of the market itself to be monopolized.

Are you online? What is the increase in the frequency of use and purchase? Also, the purchase rate of some products used in daily life is high, but there are too many brands, which is not conducive to the improvement of the whole performance. So the only thing that can really make us exert ourselves is? The increase of the old market share? A way, and how to seize the market of other brands, so that their consumers can change brands and buy our brands by name, is our future goal in advertising promotion. This goal can be divided into:

1. Name names to urge consumers to buy certain products.

2. Urge the owner of the product store to actively recommend a product.

Eight, advertising strategy

For consumers?

1. Use different media to make effective demands on consumers at all levels.

2. Make stickers and stick them on taxis, chairs in public offices, telephones in public offices or company line numbers to remind consumers at any time and place, so as to make up for the shortage of mass media, which has public welfare and public relations functions.

Make small calendar cards and distribute them to people from all walks of life before New Year's Day. For example, it can be placed in a store, business circle (service desk) for people to take at will, or it can be sandwiched in a magazine page for readers.

4. In addition to regular large-scale advertisements, we can also adopt guerrilla tactics in newspapers and magazines, and use the arrangement of Economic Daily (Island Advertisement) and the classified advertisements of Lianhe and Huaxia Times to publish small advertisements from time to time, which not only saves money but also makes up for the lack of frequent large-scale advertisements. As long as the design is concise and eye-catching, it still has great effect, and American Ocean Company will also use this strategy.

Nine, advertising theme performance and media use

(a) the advertising content of cards and billboards

Slogan (XXX XXX XXX XXX XXX XXX XXX).

Draw something related to the product on the billboard, focusing on his product and product brand. The same is true on the card, but samples can be attached. Let users feel the following effects, and let them buy with more confidence.

(B) TV advertising planning

Broadcast in prime time on TV:

Screen: design animation and lines (XXX XXX XXX XXX XXX XXX XXX XXX)

(3) Radio stations

The content of the broadcast is to introduce a product, such as inviting guests to do an exclusive interview with someone.

Advertising scheme 3

In order to make contemporary college students pay more attention to society, assume social responsibilities, help more people in need, create a harmonious society, and let more people join the ranks of caring actions. Where will we carry it out? Charity sale as the leading factor, public welfare activities to help more poor friends as the main body, and the smiling service of mutual aid society as the backing? The theme is. These little loves will make their future full of sunshine, so let us dedicate the sunshine of love with our actions.

I. Purpose of the event

1, let more people join the ranks of social responsibility.

2. Help friends in need, offer our meager strength and accumulate more people's love.

3. Enhance college students' sense of responsibility and experience dedication and happiness in activities.

Second, the activity analysis

There is a lack of charity sale and fund-raising activities in today's society, but as fundraisers and buyers, they are often uncertain about the flow of funds. This uncertainty aroused their suspicion. However, our advantage lies in openness, fairness and clarity. The charity sale shows that college students have a strong sense of responsibility to society.

Three. Feasibility of activities

1, most math students go shopping or shopping in the city center to relax on weekends, and some office workers choose to go shopping or play in the city center to relax themselves. So from an objective analysis, there is no shortage of tourists.

2. Previous charity sales or fund-raising activities lacked openness and clarity, which led to some people's incomprehension and disapproval. Our activities will be published on the Internet or various radio stations and newspapers in a fair, open and clear form. Make every penny clear and make it clear to everyone.

3. At the same time, it can also reflect the love of contemporary college students for public welfare. As long as the preparatory work and publicity work are well done, more people will assume this responsibility and contribute their own strength.

At present, some companies don't know under what name they can do charity activities. Through the voluntary charity sale of college students, it can not only enhance the brand awareness of the company, but also contribute to the love of the company and manufacturers.

5. The company cooperates with college students. Through charity sale, not only can the social skills of college students be exercised, but also the company image can be better displayed among college students.

6, service tenet: smile service, let customers rest assured to buy.

Advertising scheme 4

First, the present situation of cosmetics industry in China:

With the improvement of people's living standards in China, people's demand for cosmetics is also increasing. Before 1980s, there were only more than 50 cosmetics manufacturers in China, with the highest annual sales of less than 500 million yuan. From 65438 to 0990, the total sales of cosmetics in China was only 4 billion yuan. In recent years, with the rapid development of economy, the cosmetics industry has achieved rapid development. By the end of the 20th century, there were more than 3,000 manufacturers in China's cosmetics industry, and the total sales reached 21700 million yuan. Over the past 20 years of reform and opening-up, China's cosmetics market sales have increased by 23.8% annually, reaching 4 1% in the highest year, much higher than the average growth rate of the national economy. Therefore, cosmetics is a promising industry.

It is precisely because of the attractive development prospects that the competition in the cosmetics market is fierce. Especially after China's entry into WTO, the competition between Chinese and foreign enterprises has become increasingly fierce. According to the WTO agreement, after China's entry into WTO, China cosmetics manufacturers will face all-round challenges: the cost of foreign cosmetics entering China will be reduced, and foreign high-grade cosmetics will have stronger competitiveness; Some middle and low-grade cosmetics will also enter the China market, and middle-grade cosmetics will become the focus of competition, posing a great threat to domestic enterprises that mainly produce middle and low-grade cosmetics. In addition, after China's entry into WTO, there will be more foreign personal care chain stores and private wholesale companies.

Second, the international competitiveness analysis of domestic cosmetics:

If China cosmetics manufacturers want to be in an invincible position in the domestic market and enter the international market after China's entry into WTO, they must correctly understand the gap between themselves and foreign enterprises, know ourselves and ourselves, find their own development path and win in the competition.

On the whole, there is a big gap between Chinese and foreign cosmetics manufacturers. Domestic cosmetics are mostly concentrated in the middle and low grades, and most of the products are of low quality, low brand awareness and lack of international competitiveness. On the whole.

The main disadvantages of domestic cosmetics are:

1. The scale is small and the quality is difficult to guarantee;

Cosmetic production is a simple processing industry, which can be completed by stirring reaction kettle, filling facilities and testing means. At present, many cosmetics manufacturers are small factories with insufficient employees 10. Although the production of cosmetics is relatively simple, it requires high quality technology. Due to the lack of funds and backward technology, some small factories have solved the production problems, but their products are of poor quality and do great harm to the skin, and some of them simply cannot meet the national health and quarantine standards. In addition, the lack of modern management system in the operation mechanism can not create the necessary conditions for gathering talents. When an enterprise forms a certain scale, will these defects restrict its development? Bottleneck? .

2. Low brand awareness:

At present, there are more than 400 joint ventures and wholly foreign-owned enterprises in China's cosmetics production enterprises, accounting for 14% of all cosmetics production enterprises, but the cosmetics produced by these 14% joint ventures and wholly foreign-owned enterprises are dominant in the domestic market. On the one hand, this is because foreign cosmetics have good quality, high technology content and high brand awareness. However, many cosmetic production enterprises in China are burdened with heavy taxes and personnel, lack of funds, and relatively low investment in scientific research and publicity, which seriously affects the improvement of product quality, the development of new products and the promotion of corporate visibility. On the other hand, foreign cosmetics manufacturers generally have decades or even hundreds of years of history and rich experience in image building and publicity, while domestic enterprises generally have only a few years or even longer history. Compared with foreign counterparts, there is a big gap between experience and corporate culture precipitation. Even some influential domestic brands, compared with well-known foreign brands, are inferior in scientific and technological innovation and international popularity.

Although there is a big gap between domestic cosmetics and foreign cosmetics, domestic cosmetics manufacturers are very familiar with the skin characteristics and consumption habits of China people in the domestic market, and can rely on cheap raw materials and labor in the domestic market.

It has certain advantages in product cost and so on.

1. Cost price:

The competition between domestic cosmetics manufacturers and their foreign counterparts mainly depends on the price strategy. At present, in the competition pattern of Chinese and foreign cosmetics manufacturers, foreign enterprises mainly occupy the high-grade cosmetics market, while domestic enterprises are mostly concentrated in the middle and low-grade cosmetics market. The price of foreign cosmetics is generally several times or even dozens of times higher than that of domestic cosmetics of the same grade, mainly because its excellent quality has won the market, but at present few domestic brands have the ability to compete with it. However, the main consumers of high-end cosmetics in China are high-income people in large and medium-sized cities, accounting for about 1% of the urban population. The market capacity is relatively better than the low-grade domestic cosmetics in schools, and there is a broad consumer market in both urban and rural areas. However, as China gradually fulfills its commitments after its entry into WTO, its advantages in this respect will be weakened. In addition, with the reduction of tariffs and the gradual cancellation of various legal restrictions on foreign-funded enterprises to enter the domestic market and set up factories in China, the production costs and various projects of foreign enterprises have been reduced. Admission fee? And so on will be reduced, and the price will inevitably fall. In addition, a large number of foreign middle-grade cosmetics will enter the Chinese market, and middle-and low-grade cosmetics will become the focus of competition between Chinese and foreign enterprises in the future.

2. Consumer preferences:

Some old national brands in China, such as Meijiajing and Yumeijing, have stable consumer groups in addition to ordinary consumers in the domestic market. Most of these consumers are middle-aged and elderly people and have a strong preference for national brands, accounting for about 2.5% of the urban population. This advantage in consumption preference is incomparable to other foreign brands for a period of time. In addition, due to the differences of skin characteristics between Chinese and foreign consumers, foreign cosmetics manufacturers have to have an adaptation period to enter the China market. Although this adaptation period is very short, it has won valuable preparation time for domestic enterprises.

Third, our market strategic objectives:

With China's entry into WTO and the fulfillment of our promise, foreign cosmetic enterprises will accelerate their entry into China market. Domestic cosmetics manufacturers should actively meet the challenges.

1. Make a correct market positioning:

At present, the main market for Chinese and foreign cosmetics competition is middle and high-grade cosmetics. Some foreign cosmetics manufacturers have shaped themselves into ideal brands for young white-collar workers or fashionable young people in terms of brand characteristics, and their product prices are relatively high, far higher than the consumption level of domestic wage earners. Domestic enterprises should make full use of this opportunity to occupy the middle and low-grade cosmetics market, and they must make such a choice because of their own capital and technology conditions. Once the international competitiveness is improved, it will develop to other markets on a large scale.

2. Pay attention to brand promotion:

Advertising is an important means to improve corporate awareness, establish corporate image and build product brands. At present, due to the lack of funds and advertising investment, domestic enterprises have affected the improvement of product awareness, led to poor market sales, and ultimately led to poor corporate efficiency. The price of cosmetics in many foreign enterprises is several times or even dozens of times higher than that of domestic cosmetics of the same grade, not entirely because of the high technical content and added value, but because advertising investment accounts for a large proportion. In the cosmetics industry, advertising leads the fashion, especially in the case of subtle differences in the quality of cosmetics, advertising has become the key to the success or failure of enterprise competition. Domestic cosmetic enterprises should improve their brand awareness, absorb the advanced experience of foreign enterprises, build a good corporate culture, expand their visibility and form a brand advantage based on quality.

3. Improve the level of science and technology:

Cosmetic manufacturers want to be invincible in the fierce international competition, and ultimately they have to beat each other in product quality. The key to improve product quality is to increase the scientific and technological content of products. Only by adopting advanced science and technology can we win the commanding heights of market competition. The scientific and technological investment of domestic cosmetics manufacturers is much lower than that of foreign enterprises, which leads to low scientific and technological content of products and lack of sustainable competitiveness. The low level of science and technology has become a restrictive factor for China cosmetics manufacturers to improve their international competitiveness? Bottleneck? . After China's entry into WTO, domestic enterprises must put the development of science and technology in the key position of enterprise development and consolidate the competitive foundation of enterprises.

4. Change the management concept:

In the marketing of cosmetics concept, domestic cosmetics manufacturers should adopt other distinctive marketing methods besides counter sales. For example, enterprises can graft the existing network resources of market stores and fixed consumer groups with the venues, networks and technical resources of some professional beauty institutions to create a marketing model integrating brands, products and services. Is the enterprise a beauty salon? Work? Beauty salons use the advantages of enterprises to serve the public in order to achieve a win-win situation.

Fourth, the media strategy:

(A) advertising objectives

1. Maximize the coverage of the target group of investment promotion advertisements with less expenses and maintain a high contact frequency.

2. expansion? Poetry and snow? And then what? Binny? Brand awareness and reputation.

3. Establish the brand image of North American cosmetics companies and consolidate market share.

(2) Advertising market: the whole country.

(3) Advertising target group

Verb (short for verb) Media target:

1, quickly established among target groups and potential targets? Poetry and snow? 、? Mu Bai? And then what? Binny? Affinity and popularity of series products.

2. Promote the all-round development and wider penetration of investment promotion.

3. Help to enhance the brand awareness of North American cosmetics companies through a certain frequency of media exposure. With the rapid development of Internet industry, the number of netizens in China has exploded. According to the latest statistics of cnnic, the number of netizens in China has reached 33.7 million, among which the proportion of netizens under 45 is as high as 67.8%, which is very in line with the target consumer groups of our series of products. Coupled with the low cost of online advertising, it is a cheap carrier, and customers are advised to choose online media at an appropriate time.

Advertising scheme 5

preface

Our company actively plans the company's marketing and advertising strategy. In addition to striving for achievements in advertising, we also work closely with a number of taxi companies to form a strategic joint venture company, and always cooperate with the booming business to promote product sales.

Second, the purpose of advertising.

1, promote named purchase 2, strengthen product features 3, link up 5. 1,1promotional activities during the period, etc. 4. The influence degree of communication: never know? Famous? Do you understand? Believe in it? Action: During the 20-year advertising period, 1.20 years, the advertising area in Songyuan area (mainly in urban areas) gradually penetrated into counties, townships, towns and villages.

1) There are two kinds of changes in market size: a) the change of quantity changes with the natural increase or decrease of population; B) Quality changes with the changes of social forms (such as agriculture entering industrial zones), values and cultural level. In these two changes, the same commodity will suffer the same impact, that is, it is both drastic and drastic, and the changes are mostly gradual and not controlled by a single brand power.

(2) the promotion of the old market share (that is, attacking the markets of other shopping malls)

3) Increased frequency of use and purchase.

2. Encourage home appliance owners to take the initiative to recommend.

1), aiming at consumers from all walks of life, using different promotion methods to effectively appeal.

2) Make stickers and stick them on taxis, chairs in public offices, telephones or company line numbers in public offices to remind consumers anytime and anywhere, and make up for the lack of research and monitoring of mass media, which has public welfare and public relations functions.

3) Make small calendar cards and distribute them to people from all walks of life before New Year's Day. For example, it can be placed in shampoo shops, business districts (service desks) for people to take at will, or it can be given to readers in magazine pages.

Besides regular large-scale advertisements, we can also adopt guerrilla tactics in newspapers and magazines, and use the arrangement of Economic Daily and the classified advertisements of Lianhe and Huaxia Times to publish small advertisements from time to time, which can not only save money but also make up for the shortcomings of large advertisements. As long as the design is concise and eye-catching, it is still very effective.

6. Big-screen video promotion in the mall, and enter the mall center through big-screen video promotion.

Three outreach channels

Advantages and disadvantages of TV advertising

Advantages:

Television is the only emotional media that can be dynamically displayed, and its impact and appeal are particularly strong. The movement of images is the greatest strength of TV advertisements. Television media reproduces information by faithful recording means, which makes the audience feel particularly real and intense, which is difficult to achieve in any other media advertising.

Television advertising has strong penetration and high arrival rate, and can quickly cross the space to reach any area covered by radio waves and directly enter hundreds of millions of families. Do TV advertisements have a certain degree? Mandatory? Therefore, the penetration is strong and the arrival rate is high.

Most relevant to life. Television is closely related to our life, and the content of television communication is an extension of reality. People can't live without TV, and naturally they can't live without TV advertisements that provide all kinds of information for their lives.

Disadvantages:

However, the amount of information in TV advertisements is very small and fleeting. Because TV advertisements are generally only 15 seconds and 30 seconds, the amount of information is extremely limited. Television advertisements can't be saved, circulated and watched repeatedly, which is inconvenient to remember.

Affected by the viewing environment, it is difficult to grasp the communication effect. Television needs a suitable viewing environment. Without this environment, the spread of TV media will be blocked. In this environment, the number of viewers, the distance from the TV screen, the audience's angle, the volume of TV, the quality of equipment and even the signal receiving function of TV antenna will directly affect the viewing effect of TV advertisements.

Expensive. First, the production cost of TV advertising itself is high and the cycle is long; Second, the broadcast cost is high.

Advantages of taxi advertising:

In view of the advantages of taxi advertising, we have summarized the following points:

First, about promotion.

1. Taxis can be seen everywhere on busy streets, which greatly promotes the popularization of advertisements and greatly reduces costs.

2. We can promote people's awareness through the promotion and pasting of taxis and LED publicity. Watsons electric appliances? Awareness and popularity: Songyuan * * *, with 2 177 taxis, tens of thousands of people take to the streets every day. Moreover, its luminosity and fluidity combine to actively attract people's attention and turn passive into active. We have been doing LED publicity in taxis for three months, so at least millions of people can learn about our company's products through taxis, so as to achieve? Watsons electric appliances? Promotional function to promote product sales.

Second, for a wide range of consumer groups.

1. Taxi promotion can drive different consumer groups.

1, fashionable young consumers, young and fashionable, don't wear more clothes to keep out the cold even in cold weather. They are full of personality, have no pressure of life, and are always looking for opportunities to express themselves. Their characteristic is that they never think about money when they go out to take a taxi.

2. Middle-aged consumers have fixed deposits and income, and there is basically no pressure in life. Children should be at the age of junior high school or university, or they just started working, their income is unstable, and sometimes they even help them financially. Their personality is very realistic to life, and they will not decide their actions because of a temporary impulse, but will spend money on the products they really need and buy them for their children's needs. They can do whatever they want, and their children definitely want the best.

3, business owners, such people have high incomes, but they are not able to buy a car for the time being. Their company has just been established, and most of the relationship business needs to be handled by themselves. They often go out, and the means of transportation is taxis, so it will drive this consumer group to know more about our products.

We can promote people's awareness through the promotion and pasting of taxis and LED publicity. Watsons electric appliances? Awareness and popularity: Songyuan * * has 2 177 taxis, which transport tens of thousands of people every day. As long as we do LED publicity in taxis for three months, at least millions of people can learn about our products through taxis, thus realizing it? Watsons electric appliances? Promotional function to promote product sales.

These are from our company, right? Watson advertising? The propaganda and planning done, the shortcomings of this plan, please give your valuable opinions, thank you.