Advertising copywriting planning sample

Copywriting comes from the advertising industry. It is the abbreviation of "advertising copywriting" and is translated by copy writer. It mostly refers to the form of expressing advertising information content through words. Planning is the foundation and framework of the advertising system, and copywriting is a link in advertising, the creative text part of advertising. Planning can involve a series of complex processes such as preliminary market research, analysis, and refinement, and determines the direction of subsequent graphic and copywriting creation. Below is a sample planning article about advertising copywriting that I compiled. You are welcome to refer to it.

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1. Foreword

The company has been advertising Piaopiao shampoo products for nearly two years. In the past two years, the company has not With a dedicated and dedicated attitude, he actively plans the marketing and advertising strategies for this series of products. In addition to striving for performance in advertising, he also constantly cooperates with the booming business to promote product sales.

Our company acts as an agent for shampoo advertising. In the first year of 1999, the advertising focus was on Piaopiao soap. The expansion of product visibility and deepening of impressions cannot be underestimated. Due to his contribution, the advertisement won the Advertising Golden Bridge Award [second place in the "Best Creative Award"] sponsored by the Economic Daily. In the second year of XX, in line with your company's business policy, Piao Piao shampoo was the main product in advertising in the first half of the year, emphasizing that dandruff cannot be ignored and that action must be taken. The title we chose is "To deal with dandruff, choose a good shampoo." "Hair Shampoo", which educates consumers on the correct concepts and methods of choosing shampoo, and has also received good results. It also won the "Winner Award" for the best creative advertising sponsored by Life Daily.

However, according to analysis, although the shampoo market is large, it is not easy to gain a higher market share due to the large number of competing brands and large advertising investments. The company recommends that the focus of sales and advertising appeals for next year should be on designated purchases and linking the advertising investment focuses of 1999 and XX, with Piaopiao shampoo as the main focus. The following are the company's recommendations based on various factors such as the market and consumer psychology. The advertising plan for Piaopiao Shampoo in 2019 that was developed was not hesitant to make corrections.

Second advertising product

Guangdong Piaopiao Shampoo Company - Piaopiao Shampoo

Three advertising purposes

1. Promote nomination Purchase

2. Strengthen product characteristics

3. Connect with 1999 and XX advertisements

4. Degree of communication influence: unknown - well-known - understood - convinced - Action

Four advertising periods

June XX - June XX

Five advertising areas

All regions across the country based on cities Mainly

Six advertising objects

All resident users

Seven planning ideas

Two types of changes in market size:

a: Quantitative changes - changes with the natural increase or decrease of population.

b: Qualitative changes - changes with social forms such as agriculture entering industrial areas, values, cultural standards, etc.

In these two changes, the same type of products will suffer the same impact, that is, they will be equally affected, and the changes are mostly gradual and cannot be controlled by the power of a single brand.

The increase in second-hand market share means that it will seize the market of other brands

The increase in the frequency of use and purchase of third-hand products

As far as Piao Piao shampoo is concerned , because it is a cosmetic and daily necessities, it is a personalized product, and it is different from some products that may lead to impulse purchases. Therefore, "development of new markets" is not easy. We have to use mutual information from the old market to increase new markets, and the market It is also impossible to monopolize the market expanded by changes in quality and quantity.

In terms of "increase in usage and purchase frequency", the purchase rate of shampoo daily necessities is very high, but there are too many different brands, which cannot contribute to the increase of the overall performance, so The only way that we can really exert our efforts is to "increase the share of the old market" and how to capture the market of other brands so that consumers can switch brands and buy our brand by name. This is what we will strive to do in advertising and promotion in the future. Target. This goal can be further divided into:

1. To prompt consumers to purchase Piaopiao by name

2. To prompt shampoo shop owners to actively recommend Piaopiao

8 Advertising strategy

For consumers -

1. Target consumers from all walks of life and use different media to make effective appeals.

2. Make stickers and post them on taxis, on the backs of public seats and on public telephones or company phone numbers to remind consumers of their attention anytime and anywhere, making up for the lack of mass media. Insufficient, and has a public welfare and PR role.

3. Make small calendar cards and distribute them before New Year's Day as gifts to people from all walks of life. For example, they can be placed in shampoo shops and service desks in commercial areas for people to ask for at will. They can also be inserted into magazine pages and given to readers.

Advertising company planning copy 2

Everyone is baptized by advertising intentionally or unintentionally in their daily lives, and then buys and uses the products and services in the advertisements intentionally or unintentionally. . This is what every manufacturer hopes for and is also their original intention for advertising.

The advertising media in today's society are roughly divided into: television media, radio media, newspaper media, website media, outdoor advertising media, and the latest Internet cafe desktop media.

So, which media has the highest cost-effectiveness for publicity? Let’s do an analysis;

First, let’s have a general understanding of the publicity methods of each media:

Television media:

Advantages: Inserting advertisements directly into TV series is a forced way for the audience to accept it. In order to completely watch their favorite program, the audience has to browse the inserted advertisements. , Secondly, because children are easy to accept things with bright colors and fast changing rhythm during their ignorant growth period, TV advertisements are more easily accepted by children. This is the brilliance of TV advertisements, and it is also the reason why it has many customers and huge profits. main reason.

Disadvantages: With the development of the Internet and changes in young people’s lifestyles, the advantages of TV advertising are increasingly diminished. As more and more young people begin to accept the fast-food culture this month, the audience for long TV series is gradually declining. Due to young people's quick thinking, they have gradually mastered the broadcast time of TV advertisements and often switch to the broadcast time of advertisements. channel to avoid the impact of advertising.

There is no need to do more analysis on radio media and outdoor advertising. Just think about how many radio advertisements you have remembered and how many roadside advertisements you have remembered.

Regarding advertisements in newspapers and periodicals, I believe that only those who have nothing to do or are looking for a job will deliberately browse the advertisements. The publicity effect can be imagined.

As for website advertisements, I believe many people will set up software on their computers to directly block them. Too many advertisements on a website will also directly affect the psychology of the audience, thereby reducing the competitiveness of its website.

Secondly, let’s roughly rank the advertising costs of the above media from high to low. The audience assignments are basically consistent with the cost rankings:

Television media – outdoor advertising – website media – — Newspapers and periodicals media — Radio media

Finally, let’s take a look at the latest Internet cafe desktop media.

Advantages of desktop advertising

1. The target audience is highly targeted

The audience of Internet cafe media is mainly the younger generation, and most of the people who receive its information are those in the Most of the students are college students and white-collar workers with a certain economic income. Their main characteristics are that their consumption outlook and values ??tend to be unified, they pursue fashion, their consumption power is concentrated, and they have a strong desire to consume. They are defined as emotional consumption rather than rational consumption groups. category. Choosing Internet cafe ads can help you directly target the most likely potential users.

2. 100% effective advertising delivery rate

Internet cafe computer display advertising spaces are set based on a full survey of the Internet cafe's Internet environment and Internet users' Internet habits. The computer display advertising interface is the current interface that is defaulted after netizens log in. Any netizen, whether chatting or playing games online, can 100% see customer advertisements on the computer display.

3. The audience is even larger

The target audience is large. Through a sample survey of Internet cafes in large and medium-sized cities across the country, according to statistics, the number of people using each Internet cafe computer every day is 4-6 people, there is still an increase of about 30% during holidays and weekends. With 10,000 Internet cafe computers, the number of daily users is 40,000-60,000, and the cumulative number of users in a month is 1.2 million-1.8 million, which means that the audience for Internet cafe advertising is 1.2 million-1.8 million. /10,000 units/month, this scale is unmatched by any current professional media.

4. More effective advertising memory is mandatory, repetitive and anti-interference

When we create advertising screens, we require that a maximum of three to four images can be released on a desktop at the same time. Advertising of different brands, so that the interference between brands is low, which is more conducive to the dissemination of advertising information; Internet cafe advertisements are inevitably displayed on the desktop and browser after Internet users log in to the Internet, which forces Internet access readers accept advertising information; through the combination of the above two factors, the target audience will ultimately have effective advertising memory.

5. Around-the-clock publicity media

Currently, the business hours of Internet cafes are from 8 a.m. to 12 p.m. In fact, most Internet cafes are open 24 hours a day, and Internet cafe media have become A veritable 24/7 media.

6. The advertising publishing method is more flexible

Customers can arrange the scope and area of ??advertising according to specific situations and needs to maximize the flexibility of advertising. Advertising can be published online. All forms of advertising; and ensure that advertising will be released within a short time after the contract is signed and that advertising will be updated in real time according to customer requirements to ensure the timeliness and effectiveness of advertising release.

7. The evaluation of the delivery effect is more realistic

For every Internet cafe that a customer places, we will provide detailed Internet cafe information, the name of the Internet cafe, the number of terminal computers, etc. The scope of advertising and the number of people covered have very real and precise control. The setting method of display advertising space makes the release of advertisements more intuitive and effective, and combined with network technology, the effectiveness of advertising can be analyzed and evaluated in a timely and effective manner.

8. Super visual impact

The exquisite wide-format advertising screen and detailed text description provide close visual contact with the target audience. It has a strong impact and can Fully display the brand image and product features, leaving a very deep impression on the audience. In addition, you can make full use of multimedia and hypertext format files to set up various forms to let the audience know more detailed information about the products they are interested in, so that consumers can personally experience the products, services and brands. This kind of multi-sensory information is transmitted in the form of pictures, text, sound and video, allowing consumers to experience the goods or services as if they were there, and to make reservations, transactions and settlements online, which will greatly enhance the Internet. Advertising effectiveness.

9. Advertising investment with ultra-low cost per thousand people

The standard quotation for an Internet cafe computer desktop is 18 yuan/unit/month, assuming an average computer

per day 5 people use it, and each person returns to the desktop 4 times during use. The average daily cost per person for customers to put the computer desktop in the Internet cafe = 18 yuan/unit/month ÷ 30 days ÷ 5 people ÷ 4 times = 0.03 yuan.

According to the advertising quotations of other media at this stage, we can calculate that the customer places a 30-second advertisement on the Beijing TV Economic Channel, and can place an Internet cafe computer desktop advertisement on XX computers for one consecutive month; the customer places a full-page Beijing advertisement once Evening News advertising can place Internet cafe computer desktop ads on 25,000 computers for one consecutive month; the customer places Sina ads for one month and can place Internet cafe computer desktop ads on XX0 computers for one consecutive month during the same period; the customer places 1 One large outdoor advertisement per month can place Internet cafe computer desktop advertisements on 19,000 computers in the same period.

10. Measurable audience size

The actual reach rate of an advertisement is probably what advertisers are most concerned about, and it is also proof of whether the advertisement is effective. However, traditional outdoor advertising and television, newspapers and other media deal with a highly mobile group, making it impossible to accurately count the number of audiences. The Internet cafe advertising platform has a complete and scientific monitoring system that can accurately calculate the arrival rate of advertisements, which is unmatched by other traditional advertising media.

11. Direct sales of products

Internet cafe desktop advertising itself is an advertising carrier and platform, and it is also a product carrying counter. Here, companies can make full use of the space of Internet cafes when promoting, and carry out three-dimensional publicity and product display. The target audience can not only see the advertisements, but also experience the products personally. This is something that all traditional media cannot achieve. It can be said that an Internet cafe is a specialty store. shop. It can be said to be a "two-pronged approach" in promoting products while also selling them, and the advertising effect is naturally higher than that of traditional media.