Talk about the basic principles of planning what are the characteristics of each

Advertising planning from the overall planning content we can be divided into two categories: one is a single, one or two ads for planning; the other is a systematic, in order to achieve the corporate goals or brand objectives and a variety of advertising activities for a unified, continuous, three-dimensional planning, is the overall advertising planning. It can be said that advertising in the planning will be very different, but there are some basic principles that need to be *** with the compliance.

Operational

All advertising planning can not just stay on paper, planning for planning, the ultimate goal is to be applied in practice to guide the operation of advertising activities. Therefore, advertising planning must follow the principle of operability, so that the planning of the link is clear, specific steps, feasible methods, that is, "out that can be used.

Truthfulness

Truthfulness is the life of advertising. Real is not only responsible for the interests of enterprises, but also responsible for the interests of consumers. Regardless of what era, what occasion, what media, what goods, not real advertising can only lose the public's trust and support, no matter how clever its design, can not escape the fate of failure. Even if they are fooled for a while, it is impossible to support for a long time.

Three, purposeful

To carry out any activity, there must be a certain purpose, centered around the established goals. Advertising planning is no exception, we must determine the main objectives of the activities, in order to achieve the objectives and take the corresponding strategic tactics, rational allocation of resources to avoid losing nothing.

Four, efficiency

Advertising activities as part of the business activities, must be subordinate to the development goals of the enterprise, the benefits. Benefit principle is a basic principle of advertising planning must comply with.

First of all, we must seek economic benefits. With the least advertising costs, to achieve the greatest advertising effect. This requires advertising operators in advertising planning, from the consumer and the interests of both sides of the enterprise, careful economic accounting, choose the optimal program, so that enterprises are happy to use, consumers are also happy to accept. Generally speaking, good advertising planning can make the advertisement produce three aspects of economic effect: create demand, establish the brand, and reduce circulation costs.