Annual work summary of advertising company

It's almost the end of the year, and the advertising company should have gained a lot in this year's work. The following is the Annual Work Summary of Advertising Company compiled by me for your reference only. You are welcome to read it.

Summary of Annual Work (I) Advertising companies are facing great pressure in 20xx, and they have set up brand-new management concepts and enhanced their core competitiveness by reforming and accelerating the development of the industry. This year, influenced by the domestic political and economic environment, newspaper advertisements in cities and regions have fallen sharply, and companies have also been greatly affected.

In order to break this deadlock and break through the predicament, the company follows the policy of "great integration of editing and management" of daily newspaper, and focuses on the task of "operating xx billion yuan for the whole year", deeply tapping the potential, pressuring itself, further exploring the market and increasing business income. As of X days, the amount incurred is RMB * * * and the paid-in amount is RMB.

First, explore the organic integration of management and service.

In 20xx, the daily newspaper implemented the development policy of "great integration of editing and management", and the editing and management will develop in a real sense. Faced with this favorable policy, the company responded quickly, successfully completed the docking with the domestic editing department, actively responded to the foreign market situation, re-implemented the industry market, and deeply explored the potential needs of customers, realizing the effective integration with the editing department in the actual operation and service process. Compared with the same period last year, government advertising increased by more than xx million yuan, and cash recovery increased by xx million yuan.

The second is to innovate activities to create new highlights of income increase.

Activity-driven revenue generation is a business strategy that advertising management has been insisting on for the past few years. This year, the company continued to adhere to this strategy and made great efforts in innovation. One is to plan the "20xxxx Daily Quality Life Carnival" activity; The other is to plan a special issue of xxx. It is still an activity, but there are many differences.

The first is the improvement of power. All employees of daily newspaper department, advertising company and sound media participated in it. Carnival successfully completed the investment promotion work in about 2x weeks, and realized a profit of xx million yuan, which was the highest achievement of the newspaper's previous exhibitions. The commemorative special issue of xxxx, taking advantage of a meeting in the city, completed the investment promotion, arrangement and income generation of the special issue in ten days, which served the key work in the city well.

Second, the form is fresh. Compared with the single exhibition form in the past, the quality life carnival presents more rich program content for the public. Children's painting contest, boxing championship, wedding dress show, one-dollar bidding for electric cars and other activities have brought a lot of popularity to the exhibition and greatly enhanced its influence.

Third, it is more efficient. Carnival activities tend to be reasonable and efficient in the integration and allocation of internal and external resources, and the effect is very remarkable. Customer response is good, which has brought about the growth of advertising revenue and laid a solid foundation for the in-depth cooperation of all parties in the future.

Third, stimulate the enthusiasm and initiative of internal personnel to promote business development.

Re-dividing industries according to personal characteristics has well mobilized the enthusiasm of business personnel and added new vitality to business work. In addition, the company divides the classified industry into design departments, and encourages designers to take the initiative to contact classified advertisements through certain assessment and incentive systems to further expand the classified advertising market. Judging from the current situation, it has achieved remarkable results, which is conducive to the formation of the spirit of striving for progress and the formation of a working situation of joint management.

Fourth, the existing problems

1. More arrears;

2. The salary system is not clear;

3. Downward pressure is high.

Verb (abbreviation for verb) Work arrangement for next year.

1. Strengthen learning, broaden our thinking, learn from foreign experience, and combine local conditions to continuously launch innovative, grounded and high-yield boutique activities, thus opening up a number of outlets for the industry dilemma.

2. Relying on the daily newspaper, set up an independent reader club to strengthen communication with customers, especially big customers. By listening to the needs, actively planning, early intervention, full service and other measures, the quality of customer service will be further improved and customer resources will be maintained.

3. Strengthen fund recovery.

Annual work summary, an advertising company (2) This is my trivial thinking about advertising in the process of working in an advertising company. Here, I will record the summary of the work of the advertising company in order to see my progress in advertising creativity and humanistic quality.

Advertising is not an easy industry. In fact, advertisers are lonely and forgotten. In the experimental video for Harvard college students, we can find that 75% of our advertisements are actually ignored, so how to use skills to attract people's attention to advertisements is something that advertisers must pay attention to.

Advertising has basic elements.

1. It is composed of fine arts and has a certain level.

2. The words are catchy, concise and beneficial.

3. Must be able to express, and at the right time.

To be the best salesman, advertising is definitely not an art, it is a business, just presented in a more artistic way. And this also includes: have a strategy; Have architecture: have style. And this is also the most exciting place for advertisers. A style like Nike is quite strong and attractive; At present, the style of mobile advertising can only be described as simple sales information.

I. xxx case

In xx, all the advertisements have to be done, and then the promotion channel begins: how to make every place have coke when it wants to drink.

2. Coca-Cola adjusts its distribution mode according to different channels. When all channels are available, how to do relevant advertising activities or programs that are meaningful to consumers? For example, at Christmas, Coca-Cola changed Santa's clothes from the original yellow to the familiar red, which is the significance of brand creativity in life.

Xxx advertising used to associate razors with Father's Day, so that Father's Day and razors are now combined. So when advertising, we are not explaining the characteristics of its products, but making a strategy to give it a style, that is, the feeling of the brand in life.

1. The most important thing is to get attention. Otherwise, 75% of the advertisements will be ignored. Moreover, this is the original meaning of advertising.

2. Invite the audience to enter the advertising world. Nowadays, with the development of multimedia and network, more methods are needed. Like giving gifts or something.

3. There must be structural content, otherwise it cannot be established.

Advertising, it brings more than you think. Advertising is not independent of the edge of creativity, it is an important marketing partner of customers. Advertising is purposeful, the information should be attractive and the content should be credible. Of course, brand is the most basic consideration. 75% of Harvard students don't pay attention, and in general, it may be as high as 90%. So how can we stand out?

Second, the goal of advertising

1. Consumers: Solve consumer problems.

2. The product itself: What consumers remember is the consumption experience, the pros and cons of using it, and whether it has changed a certain part of life.

3. Competitor: Similar competition in the market.

It is necessary to communicate with consumers more, do a good job in advertising and understand the market situation. Advertising is a problem industry, which should be solved by establishing popularity, personality, price and access. People are the most important factor in advertising. Analyze the problems and reasons, respond to the questions and make an advertisement. Who should the advertisement convince (the target consumer group) and what benefits the product will give you? The most difficult thing in advertising is to give the brand style. In the commercial film, we found that there are children in the pesticide advertisement to show the safety of the product, while in the toilet paper advertisement, the image of a puppy is used to please the audience. In Japan, advertisements for helping to carry toilet paper are seven series of advertisements centered on a man after his wife left. It is said that the subtle relationship between toilet paper and man shows the characteristics of goods, and on the one hand, it increases the timing and dosage of use. How to present goods with emotion is very important, and emotion comes from how to find places related to consumers.

In the advertisement of xxx Bank, we saw different performance styles. Advertising in Thailand is more professional and creative. Xx advertising has the greatest potential in Singapore and xx. It is childish, humorous and has no taboos. In contrast, Chinese mainland's advertisements are subject to many restrictions, and there are too many concerns and scruples. We should not use the present concept to limit the future development of advertising. Advertising is a reflection of life, and many impossible phenomena are ingenious and creative in retrospect. A good idea can stimulate people's enthusiasm and humor for the environment, and the advertisement brought by a product is absolutely beyond your imagination. It is very important to emphasize the effect of public service advertising abroad, and it is important to let more people spend money to support this public welfare undertaking. Therefore, the speaker said that Chinese mainland didn't want to do public service advertisements because there were too many moral constraints. If it is creative, or fails to achieve real substantial advertising benefits, it is a waste of taxpayers' money for public service advertising.

The most basic thing in advertising is to know what its purpose is, not to make your company famous. This is the last step. More importantly, sell the goods. To be a professional advertiser, you should look for this thing.

Summary of the annual work, the advertising market of an advertising company (3) this year can be described as "tragic": because all media and advertising companies not only have to maintain the level of last year, but also have a growth rate, the way of competition is more novel. At the same time, the state has increased the management of some medical advertisements, and the advertising market has shrunk. The market is so big that everyone tries their best to dig a piece of cake. Can the competition not be fierce?

Stumbling to the end of the year, I began to take stock of my work for one year. Our propaganda task, excellence task and manuscript delivery task are all successful, but the income-generating task is a bit reluctant before the end of the year.

Five years ago, when I assumed this responsibility, my superiors gave me a policy of "spending all my income, keeping the balance, not making up for the overspending, and striving for balance". There is no definite task, which is to support people and ensure normal operation. In the first two years, our income growth rate reached five or six times. Then from the third year, we have a clear income-generating task, not only to ensure the normal operation of the business, but also to pay, from 10% to 60% this year. Therefore, at this time of the year, my mind is "alive": I am working hard, and the tasks for next year will definitely increase on the basis of this year, and the burden will be heavier. If not, slow down. But then I thought: if we don't do it, other stations will be so fierce, the gap between us will be even greater, our influence will be reduced, and even we will be squeezed out of the market.

We are neither Buboca nor Isinbayeva in pole vault. Without an opponent, we can surpass ourselves by a centimeter and improve the world record again and again.

Like Buboca and Isinbayeva, we always have an insurmountable height. Although I don't know the year, year and month.

In the last three years, we are still growing at a high speed. It seems that I can't run when I get on the runway.

I can't help it. Who asked us to do this industry? Although there are obstacles ahead, there will be pursuers behind, but only deus ex can make us stronger in the future journey and have the ability to withstand the wind and rain and shake the mountains.

Although, I don't know what year it was, despite our best efforts, we still didn't finish the task. Future generations who are stronger than us will take over the burden and go on resolutely.

When we write memoirs, we will proudly say, "I tried my best, I made my career brilliant, I made my life brilliant!" " "

Summary of the annual work of advertising companies (IV) Since xx of last century, driven by social and economic development, China's advertising industry has achieved rapid development. Some small advertising companies have sprung up like mushrooms after rain. Compared with well-known advertising companies, these small advertising companies not only need excellent creative planning and design standards, but also need business expansion and continuation. In addition, the dominant position of advertisers has become increasingly prominent, and the competition in the advertising industry has become increasingly fierce, making it increasingly difficult for small advertising companies to survive.

From the category of small advertising companies, there are roughly five categories of small advertising companies, which refer to the key business projects of advertising companies;

1. An advertising company with advertising agency as the main body, involving media agency, advertising, etc.

2. Advertising companies are mainly engaged in film and television production, mainly involving all kinds of advertising photography and our production;

3. Design-oriented advertising companies mainly involve CI introduction planning, VI design, publicity album design, etc.

4. Advertising companies that focus on the production of printing, inkjet photo, etc. ;

5. Advertising companies that focus on cultural communication planning, brand design planning, market planning and wedding planning.

The business of small advertising companies basically relies on the personal resources of the company's bosses and employees to develop their business, and there are no fixed business personnel. Basically, no advertisers take the initiative to come to the door, so the main support point to support the development of such small advertising companies is to grasp the existing advertising business. This paper does not involve how to develop business, mainly aiming at the existing business, how to track and protect it, how to prevent business loss, and how to gradually improve the overall strength and scale of advertising companies.

First of all, reasonable management

1. Arrange working hours reasonably. Advertising companies usually work overtime and stay up late. There is no denying that the working hours at night are the most efficient, so the working hours in the morning can be relaxed appropriately to give employees reasonable and humanized working hours.

2. Regarding the arrangement of work division, we should arrange the division of labor reasonably according to the limitation of work and working hours, and take responsibility for the occurrence of the "monkey" phenomenon. At the same time, we should pay attention to the tasks that belong to one person and let one person complete them, instead of arranging two or three people to do them because someone is free, which will indirectly lead to low work efficiency and scattered responsibility points.

3. Work environment management, reasonably emptying the work environment, so that employees will not feel depressed and work efficiency will naturally be low because of the dead working environment, but KTV and QQ voices cannot be kept jumping, and work efficiency can be imagined.

Second, customer service.

1. Communication, effective communication with customers is the most effective way to work. The project is ultimately aimed at consumers, so it is inevitable according to market demand, but it needs to be recognized by customers first. Therefore, we can only guide customers as much as possible, but we can't impose our consciousness on customers, which will cause contradictions between the two sides and eventually lead to the termination of cooperation.

2. Planning, planning is the first job of a project, and the design is targeted according to the needs of customers. Effective planning is to accurately grasp the positioning of the project and market demand, so that the works designed on this basis are feasible, rather than imaginative.

3. Design must be based on reality, not divorced from reality, and be creative, with unique vision and brand-new display.

4. The principle of punctuality, make an appointment with customers to communicate before meeting, arrange the time reasonably, and ensure the appointment is on time.

5. Implementation, that is, the later stage of the project. Execution directly affects the success or failure of advertising company's works. Customers will not realize that their implementation is not in place, but will feel that the company's project planning and design problems will affect future cooperation.

Then, keep the employees.

Analyze the two main purposes of employees' work: 1, making money to make a living; 2, learn things.

The most effective way to retain employees:

1. Reasonable salary distribution;

2. Training brings new knowledge;

Reasonable economic distribution can effectively reduce the friction between employees and employee dissatisfaction. Training is also a powerful weapon to retain employees. Training groups can be set up to bring new knowledge to employees, and some customers can also be invited as training lecturers to exchange and learn, which can alleviate the feeling that employees can't learn anything at work.

Finally, with scientific and reasonable planning and positioning, advertising companies have achieved the development of many enterprises, so don't neglect to make reasonable positioning planning for yourself, and make scientific and feasible strategic planning suitable for the development of your advertising company according to your actual situation, resource strength and development direction.

The way out for small advertising companies is to retain employees, serve customers sincerely and effectively, and strictly implement their own positioning route. Walking in the street, we can often see many small advertising companies. Most of these so-called advertising companies are engaged in simple operations such as copying, printing and making business cards, and their living conditions are worrying. Some medium-sized advertising companies are also struggling under the pressure of foreign international advertising companies, and most of them rely on relationships to survive. Where is the way out for small and medium-sized advertising companies?

First, the correct positioning to find the right market positioning

Market positioning, customers can't understand the advertising company, leading to the loss of customers for no reason. The high homogeneity among advertising companies not only makes it difficult for customers to choose agents, but also intensifies market competition and makes it more difficult to operate. Although some small and medium-sized advertising companies are not strong, if they can assess the situation, do what they can, occupy a place through positioning and gain a foothold in the market through differentiated marketing, I believe there will be good room for development.

Second, adjust positioning to cope with changes in the market and enterprises.

The positioning of advertising companies is not once and for all, and should be adjusted accordingly with the changes of the market and the company itself. Nowadays, the advertising industry is in the growth stage, and the advertising market is fully open. The rapid development of economy, the change of social consumption concept and the improvement of people's consumption level, the application of emerging media technology, the rapid dissemination of information, the innovative requirements of advertisers' marketing communication and the constant changes of audience groups will all drive the development of advertising industry, promote the subdivision of advertising market and the refinement of advertising division of labor, thus lengthening the industrial chain of advertising industry and opening up new areas of advertising management. These factors have prompted advertising companies to constantly examine their own development plans and corporate positioning, and make corresponding adjustments in view of the changes in the living environment and the advertising industry itself.

Third, form a competitive advantage with core competitiveness.

Building core competitiveness has the advantage of occupying the commanding heights of the market. So, what kind of strength can become the core competitiveness? The diversity of advertising companies determines the diversity of core competitiveness, and the profit model of core competitiveness is mainly composed of six resources: media, creativity, production, special people, service and information. The promotion of competitiveness and the effective play of core competitiveness will help to narrow the gap between local advertising companies and international advertising companies, and at the same time promote the cooperation between companies and the integration of superior resources. In today's market environment, the vast majority of China enterprises, whether small or medium-sized enterprises or large enterprises, cannot succeed by advertising alone. 20xx years ago, because the market noise was low and the products were in short supply, as long as we made an advertisement and dared to put it in, we could make the products sell well.

But today, almost all products are in an era of surplus, and the power of advertising is not so great. Advertisements recognized by enterprises and advertising companies are not so powerful for consumers. Investing xxx million, the effect is not good; Add xxx million, or it may not be effective.

In this case, entrepreneurs began to doubt advertising, and then doubt the value of advertising companies, advertising companies also feel that they have tried their best, crying, what went wrong? It is necessary to understand the doubts and complaints of enterprises about the value of advertisements. In fact, 20xx years ago, the phenomenon of "when an advertisement was released, there were two thousand pieces of gold" itself was abnormal. Today's status quo is the status quo of returning to normal. Because of the extraordinary role of advertising 20xx years ago and the myth that "one advertisement makes a product", many entrepreneurs in China overestimated the value of advertising, and also covered up many shortcomings of enterprises in non-advertising. In today's return to normality, in order to really sell a product well, in addition to the product strength, the team, channels, terminal display and communication of the enterprise-that is, what we call advertising-can not be poor.

If there is a problem in any link, it is impossible to achieve ideal sales. The burden of selling a product is only on advertising, which is not only unfair but also unrealistic. Then, the problem came out. It stands to reason that enterprises should complete the planning of team, channel network and terminal layout. Do it yourself or hire a professional management consulting company. But in reality, most domestic enterprises don't realize it or have no extra money to find management consulting companies. They either explicitly or implicitly throw these topics that are not included in the traditional advertising business to advertising companies. The so-called uncertainty means that they want to cooperate with advertising companies and must sell their products well. If it sells well, it means that the cooperation is successful; If the sales are not good, the cooperation will fail. And advertising companies do not solve the above problems, products can not sell well. For most advertising companies at present, their core values are creativity and execution.

I know little or nothing about teams, strategies and terminal channels. So, should they meet this challenge, break through the traditional creativity and execution, and get involved in all aspects? In my opinion, if an advertising company wants to be more valuable in the enterprise, whether it is willing or not, I am afraid it will go to this step, deep or shallow. Because enterprises and advertising companies cooperate, what they want is the final result. No matter how good your idea is, if the final sales volume is not reached, you are still in danger of being completely rejected. You may have suffered injustice, but the result is that enterprises feel that spending money is more unfair. In fact, now more and more enterprises pay more attention to the planning ability of advertising companies, not just the creative ability. At this time, the requirements for the quality of advertising company personnel are much higher than before. In other words, the people in the advertising company worked harder. You should know more, because you should learn more, otherwise, you are worthless. For example, in the past, the copywriting of advertising companies ignored the market and did not understand the sales process. After the product flows out of the market, he doesn't care where to go step by step, where to go step by step, how many times the first-level supplier deducts it, and how many times the second-level supplier deducts it. But now you ask him to write the plan of the dealer conference, but he can't write it, and he can't do it without studying. Therefore, I said that our advertising graduate can write general copywriting, and it is difficult for him to write a copywriting with real sales force and real market value. We can't do it without transformation, but this transformation is very painful and such talents are very hard to find. Of course, if this transformation is very difficult, we can also stick to the so-called traditional advertising, that is, only do creativity and performance, while ignoring the headache of channel team and terminal construction. This is also an option. But if this is such a choice, then you should be calm, don't complain that the company gives you too little money, and be prepared for it. Because in the current market situation in China, your creativity and performance may only be worth this money. You should have a peaceful mind. I think that everything should proceed from reality. Why do we always advocate Mao Zedong-style planning? Because his most important point is to proceed from facts, seek truth from facts and analyze specific problems. Don't worry about books or great theories, it's important to look at the facts. You see, the current phenomenon is that an advertising company serving enterprises, sticking to the rules and only doing creativity and performance, has always been looked down upon by people and found it of little use. It didn't think, why am I useless? Did I help the enterprise solve any problems? If we start from the facts as soon as possible, I don't think most of this will happen. Unfortunately, human beings are often bound by dogma. At the beginning, we also did traditional advertising in Lingnuo, only doing creativity and performance. However, with the development of the market, we find that creativity and performance are not enough. If you really want to be responsible for the enterprise and help the enterprise achieve results, you must intervene in channels and other fields. Therefore, in order to gain respect and help enterprises solve problems, we have to change, which is both a painful change and a natural change. No one teaches us to change, we change, because we want to live better. We have broken through the traditional advertising field, but it is still advertising in essence. I find it strange that there are always quite a few people who use foreign things to measure advertisements: advertisements should only be creative and expressive, and should not do anything else; Advertising should be like this, not like that. This view is actually wrong. Advertising is to help sales. As long as you achieve this goal, you are a good advertisement. No matter what concept and mode you use, no matter whether you go beyond creativity and performance, everything should proceed from the reality of the market. This is actually a question of what we should do to settle down.

China's early advertisements accepted too many things from the West. Now, it's time to be realistic. No matter how good the theory is, it is also inconsistent with the facts. We should adjust it according to the facts and learn from it, and then maybe we can find a really effective method. Regardless of theories, they are all summed up from facts. As a truly confident industry, you don't have to always look at how developed countries go, that is, how to use them. Because the development of market economy in China is completely different from that in the West. There are many phenomena in China market that cannot be explained by western economic theory. We have many original things, first practice, then theory. We don't need to find a proof in western theory to do one thing now. We should do something with more confidence. As long as the result is good, there will be no problem, so we should make bold progress. So is the theory. At first, it was thought that the advertising theory in developed countries must be good, and many people spared no effort to spread and advocate it on various occasions. In fact, my good things have been submerged, weakened, and even have no sound at all, which is a great pity. It can be seen that culture is also aggressive, terrible and exciting. Everything new and vital has changed from non-mainstream to mainstream. And its vitality is the tangible effect it brings to people. Everything depends on facts, not so-called theories. Goethe put it well: "All theories are gray, and the tree of life is evergreen!