What does advertising planning do?

Advertising planning specific work: creativity, copywriting, conceptualization of the overall framework, to assist in the production of advertising, media planning, market positioning, market research, development of budgets, supervision and implementation, evaluation of results.

Advertising planning is to put forward advertising decisions, the implementation of advertising decisions, test advertising decision-making process for the advance consideration and conception, is the overall strategy and tactics of advertising planning. Advertising planning is not a specific advertising business, but the formation of advertising decision-making process.

Planning is through thorough market research and systematic analysis, the use of knowledge (intelligence or information) and means already in possession, scientific and rational layout of marketing, advertising strategies and activities effectively, and in advance to know and judge the market situation and the needs of the consumer groups stereotypes, as well as the results of the unknown situation. The concept of planning has five elements: planner, planning basis, planning method, planning object and planning effect of the planning and evaluation.

Advertising planning is the inevitable product of the modern commodity economy, is one of the signs of scientific and standardized advertising activities. The United States was the first to implement the advertising planning system, and then many countries with developed commodity economies have established a planning as the main body, creative advertising plan management system as the center. 1986, mainland China's advertising industry for the first time put forward the concept of advertising planning. This is a conceptual impact on advertising theory since the restoration of the advertising industry in 1979, which forced people to re-conceptualize the nature and role of advertising work. Advertising work began to embark on a new stage of providing comprehensive services to customers.

Advertising planning can be divided into two kinds: one is separate, that is, for a single or several single-sex advertising activities for planning, also known as a single advertising campaign planning. The other is systematic, that is, for the enterprise in a period of time the overall advertising campaign planning, also known as the overall advertising planning.

A more complete advertising planning mainly includes five aspects: the results of market research, advertising positioning, creative production, advertising media arrangements, the effect of measurement arrangements. Through the advertising planning work, make the advertisement accurate, unique, timely and effective dissemination, in order to stimulate the need, induce consumption, promote sales and develop the market.

Advertising Planning Baidu Encyclopedia