Advertising campaign planning program 5 articles

#Planning# Introduction When we determine the theme of a thing or work, in order to be able to carry out accurately, the content and form can be written in the planning program. The following is The planning plan for the advertising campaign is organized!

1. Advertising campaign planning program

I. Preface

With the development of our county's economy, the newborn small and medium-sized enterprises (SMEs) of the appropriate amount of increasing. Credit assessment of small and medium-sized enterprises, guarantee and counter-guarantee, recovery, liquidation and reorganization of business, home ownership guarantee and other businesses came into being. The business opportunities are unlimited. The advertising campaign is mainly from the network, television media, physical advertising, and information sent in four ways, so as to increase the company's visibility, expanding business goals.

Second, market analysis

(a) analysis of business conditions

After the company's leadership and staff **** with the efforts of our company has achieved good returns. Asset operation is smooth. However, a major problem facing the company at this moment is the lack of visibility. To pursue further development, the company must increase business development efforts to further publicize the brand and enhance the visibility of the enterprise.

(B) Product Analysis

The company's main product is to provide credit assessment, guarantee and counter-guarantee, recovery, liquidation and reorganization of small and medium-sized enterprises, home purchase guarantee. Can supply this business is very few companies in our county (can write a specific number) so the competition we face is not strong, the company's business in the market has a considerable share. We should pay more attention to the development of the brand. Because when the development of the industry into a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

(C) market analysis

In recent years, the number of small and medium-sized enterprises in our county has been increasing, (here you can add specific data), and just started the enterprise capital chain is incomplete, small and medium-sized enterprises in the development of the beginning and the process is very easy to appear in the situation of shortage of funds, so we have a large customer base.

(D) Consumer research

SMEs are mainly through the media to understand the services provided by the company. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there will be a market if there is a demand.

Third, advertising strategy

1, subject to the company's overall publicity strategy, to establish the product image, while focusing on establishing the company's image.

2, long-term, in the must time to launch a consistent advertising campaign.

3, wide-ranging, choose a diverse range of publicity methods while focusing on catching the publicity effect of a good way.

4, grasp the timing, flexibility.

Fourth, advertising strategy

(a) network publicity

In the enterprise is more focused on the website advertising. Like the enterprise focus on information platforms, local information sites, portal sites and so on. In addition to enable a number of network promoters, in the enterprise concerned about the major forums to promote.

(B) TV media publicity

Advertisements in our county TV station. The form is flexible and varied.

① In the prime time to do general advertising, cyclical broadcast.

② business leaders to participate in the corresponding program in the TV station to promote corporate culture.

③ Invite the TV station to do an interview about the company. This can be more in-depth show the company's business and corporate culture.

(C) paper media publicity

① published in the county's newspapers, business magazines.

② Please ask the reporter to make a special report.

(D) physical advertising

Physical advertising is divided into two parts:

① design publicity color pages, distributed to small and medium-sized enterprises in the county. The design of the color pages must reflect the company's corporate culture, and business scope. The design is innovative and memorable.

② street advertising space publicity, electronic screen publicity.

Fourth, the advertising cost budget

(according to the actual scenario to fill in)

Fifth, the advertising effect of the prediction

From time to time to questionnaires, symposiums and other ways to make the advertising effect of the determination, in order to amend the advertising program at any time.

2. Advertising campaign planning program

I. Activity background

In the 21st century, when there are so many talented people and the employment situation is getting more and more serious, good ideas can be the key to self-promotion and enhancement, which is more and more valued by people. As a contemporary college student, in addition to solid professional knowledge, good advertising planning ability is also indispensable. Undoubtedly, the learning activity of advertising creativity (theory) is a good way to cultivate students' advertising planning ability and enhance their creative and innovative thinking. The organization of this activity will play an important role in the enhancement of students' creative thinking and improve their overall quality.

Second, the theme of the activity

"to cultivate the ability to appreciate advertising, improve the ability of creative thinking in advertising, learning to find business opportunities from ordinary life, learning to capture the details of life."

Third, the time and place of the event

Time: December 12, 7:00-9:00 p.m.

Place: xx Lecture Hall

Fourth, the organizing unit

The Federation of Associations Entrepreneurship Association, xx College Youth League Committee, the Student Union

Fifth, the object of the event

Sixth, the activity

This activity is mainly to appreciate the advertisement video, in the activity will be the first time to use Sina micro-thin interactive concept to open the activity of the interactive links, to promote the atmosphere of the scene.

Seven, the specific flow of activities

1, the event host xx introduced tonight's activities to the guests, the background of the event, the theme of the event and the way the event.

2, the president of the Association of entrepreneurship xx opening speech.

3, the President of the Student Union of the College of Arts and Law xx delivered a speech.

4. xx, the vice president of the school student union and executive director of the social union, delivered a speech.

5, the event host xx on the first session of the advertisement to do a brief introduction, and then play the creative session of the advertisement, advertising video from: creativity, spoof, touching, public welfare, classic love, star effect, brand advertising, game advertisement visual effect of the eight levels of the analysis of the nature of the advertisement and the soul. In the appreciation of advertising video activities will be the first time to use the Sina micro-thin interactive concept through each appreciation of a session of advertising to encourage the audience through the form of cell phone text messages to publish their own feelings, whenever the second session of advertising to appreciate the second session of the audience from the feelings of the audience sent in the text message to select a few real and representative of the read, to achieve the scene of interactive exchanges.

6, in the middle of the advertisement video appreciation activities, to carry out the advertisement creative picture learning link, stimulate the audience's visual feeling. (In the middle of the activity can be interspersed with beautiful posters and activity banners and sponsor activity pictures)

7, continue to enjoy the advertising video until the end. Representatives of the College of Arts and Law and the Entrepreneurship Association commented on the creative advertising video, put forward their own feelings, insights and views, and we communicate with each other.

8, selected tonight's active participation in interactive activities of the SMS, and its active participation in the activities of the audience sampling awards. And invite the guest of honor that night to the award-winning audience awards.

9, and finally by the audience representatives, representatives of the Federation of social associations, representatives of the College of Arts and Law, entrepreneurial association representatives to make a summary statement of the activities.

VIII. Activity publicity plan

1, activity banners: two, the content of the "advertising creative (theory) learning activities" (hanging in front of the Ministry of Material and Chemical Building and three dormitory buildings of the College of xx)

2, hand-drawn posters 5, respectively, were posted in the xx cafeteria, the opposite side of the school cash machine publicity column, Three and eight dormitory buildings in five locations on the bulletin board. A color printing poster posted on the display board at the intersection of the management building. (Hand-painted and color printing posters can be selected from the classic advertising creative pictures)

3, the event publicity time x month x - x day

Nine, the event awards

through the sponsors of the goods of the points or exchange rolls for the night of the event as a prize

X, the event budget

banner: 4 * 6 * 2 = 48 yuan

The event budget

Banner: 4 * 6 * 2 = 48 yuan

Information copying costs: about 12 yuan

Mineral water: 10 yuan

Activity prizes: about 40 yuan

La sponsorship transportation costs: about 10 yuan

Estimated cost of about 120 yuan

3. >

First, the purpose of network marketing planning

To set up a clear view of the goals and objectives to be achieved by the marketing plan, as the driving force for the implementation of this plan or to emphasize the significance of its implementation, in order to require all staff to unify their thinking, coordinated action, *** with efforts to ensure that the planning of the high quality of completion.

Enterprise marketing problems are diverse, but in a nutshell, there are no more than seven aspects:

At the beginning of the enterprise, there is no set of systematic network marketing program, and thus the need to plan a set of network marketing plan according to the characteristics of the market.

Business development and growth, the original network marketing program has not adapted to the new situation, and therefore need to redesign the new network marketing plan.

Reform of the business direction, the need to adjust the network marketing strategy.

The original network marketing program of the enterprise is a serious failure, and can no longer be used as the enterprise`s network marketing plan.

Market conditions have changed, the original network marketing program is not adapted to the changed market.

Enterprises in the total network marketing program, the need for different time, according to the characteristics of the market and the market changes, the design of new phases of the program.

When launching a new product, design an exclusive network marketing plan for the product.

Second, the analysis of the network marketing environment

1, the analysis of the external environment of the industry

Analysis of the political environment, analysis of the economic environment

2, the analysis of the internal environment of the industry

Analysis of consumer demand, analysis of the web page

Third, the network marketing goals

Network marketing objectives are in the previous purpose of the task on the basis of the specific objectives to be achieved. The specific objectives to be achieved by the company, that is, the network marketing plan program implementation period, the economic benefits of the target to achieve: total sales volume of xx million pieces, the expected gross profit of xx million yuan, the market share to achieve xx.

Fourth, the specific network marketing program

Writing a specific network marketing plan, the following points should be considered:

1, the site analysis, which mainly includes: Site traffic analysis, site page analysis, site use of technology and design analysis, analysis of the basis of network marketing, site operation analysis.

2, website optimization, including: website structure optimization, webpage label optimization, webpage weight loss compression, hyperlink optimization, page content optimization.

3, website promotion, mainly including: search engine ranking, related link exchange, network advertising.

V. How to advertise

1) Principles:

① Obedience to the company's overall marketing and publicity strategy, to establish the product image, while focusing on establishing the company's image.

② long-term: advertising and publicizing the personality of the goods should not change, change the multi-functional, consumers will not recognize the goods, but rather make the old patron also feel strange, so, in a certain period of time should be launched consistent advertising.

③ Extensive: the choice of advertising media diversification at the same time, focusing on catching the publicity effect of a good way.

④ From time to time with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has commemorative activities.

2) The implementation steps can be carried out in the following manner:

① planning period before the launch of the product image advertising.

② After the sale of the timely launch of the advertisement to recruit agents.

③ holidays, major events before the launch of promotional advertising.

④ seize the opportunity to conduct public relations activities to reach consumers.

⑤ Actively use the news media, good at creating the use of news events to improve the visibility of enterprise products.

According to the planning period of the characteristics of the time period to write a network marketing plan, the launch of the specific action program. The action program should be detailed, thorough, operational and not lack of flexibility. Also consider the cost of expenditure, everything within their means, as far as possible to lower costs to achieve good results as a principle. Particular attention should be paid to seasonal products, peak season marketing focus, to seize the peak season marketing advantage.

4. Advertising campaign planning program

Future Curiosity (Flying over Space Mountain) black and white: Curiosity, induced curiosity in the world of the young; breathing, interpretation of the tender desire to know.

Fantasia (Ferris Wheel) Cotton: SMS interactive platform, the unknown landscape beautiful, notes rise and fall, pie-in-the-sky thinking running everywhere.

Ultimate fantasy (carousel) polyester cotton: no end of the road, only constant turns of surprise, rotating rotation, season after season.

Thrilling adventure (Tarzan Treehouse) towel: wild men, fighting animals, treehouse, is another forgotten landscape, outlining every footprint of growth.

Tomorrowland (Space Flying Saucer) movement: take the shuttle bus of the next century, the sky can be nightly, the vision can be previewed; Magic Flyboard (springboard) fashion socks: rendering a psychedelic tone, from the magic castle, can not wait to realize the `fastness of the flyover.

Star Dream Wonder (Constellation) student children's pants: send a cheap dream to the stars, pious, praying for the upcoming flower season, gorgeous and sunny.

Fantasy home (available crown or castle) children's thermal underwear: this is, a season stuffed with naivety, where planted full of joy, fill in the strange illusion.

5. Advertising campaign planning program

With the continuous development of China's tourism industry, the rapid development of the tourism market around the world, but due to the irregularities in the management of some tourism companies and attractions, had led to an increase in the number of cases of mistrust between the tourism company and the tourists, in order to standardize the tourism market, in order to promote the tourism brand, and at the same time In order to standardize the tourism market, in order to promote the tourism brand, and at the same time, to further expand the social influence of the TV station, to create a new point of growth in ratings. On the occasion of the golden opportunity of the Tanabata tourism, Chau TV station joined hands with the tourism company to create this activity.

A planning concept:

To seize the opportunity to promote the Tanabata, but also to stand out from the many festivals or concerts in the form of Tanabata activities, we believe that we must be a different approach.

The large-scale netizen sunshine party focuses on young netizens who have never met before, and through Zhejiang TV and Xiangshan scenic spot's matchmaking, let them have a close contact in the blue sea and blue sky, and interpret the traditional Chinese Tanabata Festival with young people's perspective and young people's vitality. With the powerful publicity platform of Zhejiang TV and QQ new media power, I believe that this refreshing activity will not only attract the eyes of the media, but also attract the great attention of the majority of netizens.

Second, the activities of the implementation of the program (initial case):

1, hype phase: March 13th.

Zhuzhou TV: "Zhuzhou Report", "Real Estate Supermarket", "Life Equation" program broadcast:

25 seconds twice, 25 seconds four times in the rebroadcast period, Zhejiang Satellite Television evening prime time promo rolling broadcast no less than 8 times a month ***32 times promo broadcast. Content: activity publicity, netizen collection.

2, recording stage: after July 23

a, 12 netizens, the host announced the rules of the event, awards and so on.

b, netizens in Xiangshan's iconic attractions in five groups of love face to face. The right number of players out of the line, into the next session. At the same time there are a few favorite netizens love card battle, by the scene netizens vote to decide who to stay and who to go.

c, netizen combination charm contest: than tacit understanding, than physical strength, large love song duet, than the romantic way.

d. Large beach bonfire party.

3, the program broadcast and activity reports:

Zhejiang Satellite Television on August 6, "Boys and Girls" special program (can be considered to do two programs), the length of the program 5 minutes.

QQ entertainment channel eye-catching location graph with text reports

QQ live channel synchronized broadcast