Copywriting and planning are the same position. Why do you want to write them together when recruiting?

Copywriting major is editing and writing advertising copy or dialogue narration in film and television media. Specific products are: advertising language, title, text, etc. In short, everything is written for consumers (the ultimate advertising audience).

Planning is to consider how to advertise, such as advertising media form, audience analysis, publicity focus, marketing strategy, in addition, planning may also consider the performance direction of pictures and copywriting. ...

Generally speaking, the planned things are for advertising companies and customers. Planning is the upstream link of copywriting. Planning is the program that carries the whole article, and copywriting is to turn specific planning ideas into words and concrete and operable schemes.

Planning is the basis and framework of advertising system, and copywriting is a link in advertising.

The early stage of planning can involve a series of complicated processes such as market investigation, analysis and refining, and determine the creative direction of subsequent plane and copy.

It can be said: "Copywriting is an expression of ideas and a beautiful description; Planning is a way of thinking and a wonderful logic. "

Strictly speaking, copywriting and planning should be two interrelated but completely different professional divisions, and this kind of "compound professionals" is only produced because of the miniaturization of advertising companies in China. In addition, the marketing department or enterprise department of domestic small and medium-sized enterprises cannot have such a fine division of labor. In order to save costs, enterprises especially need a compound talent who can not only plan marketing activities externally, but also write advertising copywriting internally, so copywriting planning came into being.