How to write advertising planning?

A detailed sample plan is for your reference.

Advertising planning book model

According to the main points of advertising planning, referring to the general mode of marketing planning and the format of advertising planning summarized by many advertising planners in practice, this paper provides readers with the following general mode of advertising planning content and structure.

Cover: A complete advertising planning text should include a cover with exquisite layout and complete elements for readers.

Good first impression.

List of advertising planning groups: Providing a list of advertising planning groups in the planning text can show advertisers the degree of regularization of advertising planning operations and also show the attitude of being responsible for the planning results.

Table of Contents: In the table of contents of the advertising plan, the titles of all parts of the advertising plan should be listed, and if necessary, the relationship between the parts should be reflected with concise charts, so that on the one hand, the planning text can be formally standardized, and on the other hand, readers can easily find what they want to read according to the table of contents.

In the preface, we should outline the purpose, process, main methods and main contents of advertising planning, so that advertisers can have a general understanding of advertising planning.

Text: Part I: Market analysis: This part should include all the market analysis results in the process of advertising planning, so as to provide a convincing basis for the subsequent advertising strategy.

First, the marketing environment analysis

1. Macro restrictive factors of enterprise marketing environment.

(1) Macroeconomic situation in the area where the target market of the enterprise is located: overall economic situation? Overall consumption situation? Industrial development policy

(2) Political and legal background of the market: Are there any favorable or unfavorable political factors that may affect the product market? Are there any favorable or unfavorable legal factors that may affect the sales and advertising of products?

(3) the cultural background of the market. Is there any conflict between the product of the enterprise and the cultural background of the target market? Will consumers in this market reject products because they don't conform to their culture?

2. Micro-constraints in the marketing environment: What is the relationship between the supplier of the enterprise and the enterprise? Relationship between product marketing middlemen and enterprises

3. Market overview.

(1) Market size:? Sales of the whole market? What is the maximum sales volume that the market can accommodate? Total consumers? What is the total purchase amount of consumers? Changes of the above elements in the past period of time. Future market scale trend

(2) the composition of the market:? What are the main product brands that make up this market? What is the market share of each brand? The dominant brand in the market? What is the brand that competes with this brand? What is the changing trend of future market composition?

(3) Characteristics of market structure:? Is the market seasonal? Is it temporary? Are there any other outstanding features?

4. Analysis and summary of marketing environment: (1) Opportunities and threats (2) Advantages and disadvantages (3) Key issues.

Second, consumer analysis.

1. Overall consumption of consumers:? What is the current consumption fashion? Characteristics of products consumed by different consumers.

2. Analysis of existing consumers.

(1) Composition of existing consumer groups. The total number of existing consumers? The age of existing consumers? What are the occupations of existing consumers? The income of existing consumers? Education level of existing consumers? Distribution of existing consumers

(2) The consumption behavior of existing consumers. Motivation to buy? When did you buy it? How often do you buy it? The quantity purchased? Place of purchase

(3) The attitude of existing consumers. How do you like this product? What is your preference for this brand? How much do you know about this brand? To what extent do you buy this brand by name? How satisfied is it after use? Unmet demand

3. Potential consumers.

(1) Characteristics of potential consumers. Total amount? Age? Occupation? Income? level of education

(2) The current purchase behavior of potential consumers. What brand of products do you buy now? What's your attitude towards these products? Do you have any new purchase plans? Is it possible to change the brand you are going to buy?

(3) The possibility of potential consumers being attracted by the brand? What is the attitude of potential consumers towards this brand? How satisfied are the needs of potential consumers?

4. Consumer analysis summary.

(1) Existing consumers,? Opportunities and threats? Advantages and disadvantages? An important question

(2) potential consumers? Opportunities and threats? Advantages and disadvantages? The main problem point,

(3) Target consumers? What are the characteristics of the target consumer groups? What are the needs of the target consumer groups? How to meet their needs?

Third, product analysis.

1. Product feature analysis.

Performance of (1) product? What is the performance of the product? What is the most outstanding performance of the product? What is the performance of the product that best meets the needs of consumers? What performance of the product can not meet the needs of consumers;

(2) the quality of the product? Is the product of high quality? How satisfied are consumers with product quality? Can the product quality be maintained? Is it possible to continue to improve product quality?

(3) the price of the product? What is the price level of this product among similar products? What is the matching degree between product price and product quality? How do consumers know the price of products?

(4) the material of the product. What are the main raw materials of the product? Is there anything special about the material of the product? How do consumers know about product materials?

(5) production technology? What kind of process is the product produced? Is there anything special in the production process? Do consumers like the products produced by this process?

(6) Appearance and packaging of products. Is the appearance and packaging of the product commensurate with the quality, price and image of the product? Is the appearance and package of the product defective? Is the appearance and packaging eye-catching among similar products on the shelves? "? Are the appearance and packaging attractive to consumers? How do consumers evaluate the appearance and packaging of products?

(7) Comparison with similar products? What are the performance advantages? What are the disadvantages? What are the advantages in quality? What are the disadvantages? What's the price advantage? What are the disadvantages? What are the advantages in materials? What are the disadvantages? What are the technical advantages? What are the disadvantages? What are the advantages in consumers' cognition and purchase? What are the disadvantages?

2. Product life cycle analysis. (1) The main symbol of the product life cycle (2) What kind of life cycle the product is in (3) The enterprise's cognition of the product life cycle.

3. Brand image analysis of products.

(1) The image given to products by enterprises. Does the enterprise consider the product image? What is the image of the enterprise for product design? Is there anything unreasonable about the image designed by enterprises for products?

Does the enterprise convey the product image to consumers?

(2) Consumers' cognition of product image. What do consumers think of product image? Does the image perceived by consumers conform to the image set by enterprises? What are consumers' expectations of product image? Is there any problem with product image in consumer cognition?

4. Product positioning analysis.

(1) Expected positioning of the product. Do enterprises have any ideas about product positioning? What is the enterprise's vision for product positioning? Is there anything unreasonable about the positioning of products by enterprises? Does the enterprise convey the product positioning to consumers?

(2) Consumers' cognition of product positioning. What do consumers think about product positioning? Does the positioning of consumers' cognition conform to the positioning set by enterprises? What expectations do consumers have for product positioning? Is there a problem with product positioning in consumer cognition?

(3) The effect of product positioning? Has the positioning of the product achieved the expected effect? Is product positioning difficult in marketing?

5. Product analysis summary.

(1) product features? Opportunities and threats? Advantages and disadvantages? Main problem points

(2) Product life cycle? Opportunities and threats? Advantages and disadvantages? Main problem points

(3) the image of the product. Opportunities and threats? Advantages and disadvantages? Main problem points

(4) Product positioning, opportunities and threats? Advantages and disadvantages? Main problem points

Fourthly, the competition analysis between enterprises and competitors.

1. The position of enterprises in the competition. ? Market share? Consumers know each other? Enterprise's own resources and goals

2. The competitors of the enterprise. ? Who are the main competitors? Basic information about competitors? Advantages and disadvantages of competitors? Competitor's strategy

3. Comparison between enterprises and competitors. ? Opportunities and threats? Advantages and disadvantages? Main problem points

Five, enterprise and competitor's advertising analysis

1. Overview of past advertising activities of enterprises and competitors. ? When did it start? What is the purpose of development? The cost of input? main content

2. The target market strategies of enterprises and competitors in the past. ? What is the target market of advertising activities? What are the characteristics of the target market? What is reasonable?

What do you mean unreasonable?

3. Product positioning strategies of enterprises and competitors.

4. The advertising appeal strategies of enterprises and competitors in the past. Who is the object of appeal? What is the focus of the appeal? What is the way of appeal?

5. The past advertising performance strategies of enterprises and competitors. ? What is the theme of the advertisement and what is reasonable? What do you mean unreasonable? What are the creativity and advantages of advertising? What are the disadvantages?

6. The advertising media strategies of enterprises and competitors in the past. ? What is media mix and what is reasonable? What do you mean unreasonable? What is the frequency of advertising and what are the advantages? What are the disadvantages?

7. Advertising effect. ? What effect does advertising have on consumer cognition? What role does advertising play in changing consumers' attitudes? What effect does advertising have on consumer behavior? What is the role of advertising in direct promotion? How effective is advertising in other aspects? What are the benefits of advertising investment?

8. summary. ? What are the advantages of competitors in advertising? What advantages does the enterprise itself have in advertising? What should enterprises continue to maintain in past advertisements? Outstanding disadvantages of enterprises' previous advertisements

The second part is advertising strategy.

1. Advertising target: 1. The goal put forward by the enterprise. What can be achieved according to market conditions. Expression of advertising objectives.

Second, the target market strategy

1. Analysis and evaluation of the original market views of enterprises.

(1) The market that the enterprise originally faced. Characteristics of the market? The size of the market

(2) Evaluation of the original market view of the enterprise. Opportunities and threats? Advantages and disadvantages? What's the main problem? The necessity of re-establishing the strategic decision of the target market

2. Market segmentation. (1) market segmentation criteria, (2) characteristics of each market segment, (3) evaluation of each market segment, (4) the most valuable market segment for the enterprise,

3. The target market strategy of the enterprise. (1) the basis of target market selection, (2) the strategy of target market selection,

Third, product positioning strategy.

1. Analysis and evaluation of enterprise's pre-positioning strategy. (1) enterprise's previous product positioning: (2) positioning effect, (3) evaluation of previous positioning,

2. Product positioning strategy.

(1) The necessity of new product positioning? From the perspective of consumer demand? From the perspective of product competition? Judging from the marketing effect

(2) the expression of product positioning,

(3) the basis and advantages of the new positioning,

Fourth, advertising appeal strategy.

1. The target of the advertisement. (1) the expression of the object of appeal, (2) the characteristics and needs of the object of appeal,

2. The focus of the advertisement. (1) demand analysis of the target, (2) analysis of all advertising information, (3) expression of the focus of advertising appeal,

3. Appeal methods and strategies. (1) the expression of appeal method, (2) the basis of appeal method,

Five, advertising performance strategy

1. Advertising theme strategy. (1) the expression of advertising theme, (2) the basis of advertising theme,

2. Advertising creative strategy. (1) the core content of advertising creativity, (2) the description of advertising creativity,

3. Other contents of advertising performance. (1) the style of advertising performance, (2) the advertising performance of various media, (3) the materials of advertising performance,

Intransitive verb advertising media skills 1. Overall expression of media strategy II. Media area, 3. Media type; 4. media choice? What is the basis of media selection? The main medium of choice? Selected media introduction. Media combination strategy, 6. Advertising timing strategy, 7. Advertising frequency strategy.

Part III Advertising Plan

First, the advertising target

Second, advertising time? What is the start time of each target market? When will the advertising campaign end? The duration of the advertising campaign

Third, the target market of advertising.

Fourthly, the attraction of advertisements is opposite to each other.

Five, the focus of advertising appeal

6. Advertising performance 1. The theme of the advertisement: 2. Creativity of advertising, 3. Advertising performance of various media. Graphic design? Copy? TV commercial split-shot script

4. Specifications of various media advertisements

5. Production requirements of various media advertisements

Seven. Advertising release plan 1. Media for advertising, 2. Advertising specifications of various media, 3. Advertising media release schedule:

Eight. Other activity plans 1. Promotion plan, 2. Public relations activity plan, 3. Other activity plans,

IX. Advertising Budget

1. Creative cost of advertising planning: 2. Advertising design fee. Advertising production costs. Advertising media expenses, 5. Expenses for other activities, 6. Mobile expenses, 7. Total cost:

The fourth part: the effect prediction and monitoring of advertising activities.

1. Advertising effect forecast: 1. Advertising theme test, 2. Advertising creativity test, 3. Advertising copy test, 4. Advertising works test,

Second, the monitoring of advertising effect: 1. Monitoring the release of advertising media, 2. The measurement of advertising effect,

Appendix:

In the appendix of the planning text, it should include the application text of advertising planning market research and other materials that need to be provided to advertisers.

1. Market Questionnaire 2. Outline of market survey interview 3. market survey report

Back cover:

(omitted)

Information investigation report

We can't fully understand the information of supply and demand-the influence of policies, the situation of competitors, and consumers' desire to buy. Otherwise, it is easy to determine the price and output of products to maximize profits. But we must try our best to understand it, and then make a judgment on the market demand based on personal actual combat experience.

The general structure of information investigation report is:

1. Socio-economic environment analysis related to investment projects: (1) Policy environment (2) Financial environment (3) Industrial distribution characteristics (4) Ownership structure characteristics (5) Proportion of group purchase and private purchase (6) Circulation environment (7)-

2. Analysis of the total residential development in this area: (1) the development amount of each residential district; (2) the development trend of each residential area; (3) The prospect analysis of the development quantity of each residential area.

3. Analysis of commercial housing digestion in this area (1) Main contribution rate of commercial housing digestion over the years (structural analysis) (2) Current situation of commercial housing digestion (3) Analysis of commercial housing digestion prospect.

4. Analysis of different types of real estate demand and status quo in this region (1) Analysis of commercial (shopping mall) real estate demand and status quo (2) Analysis of office real estate demand and status quo (3) Analysis of residential (high-rise, multi-storey and villa) demand and status quo (4) Analysis of hotel real estate demand and status quo.

5. Analysis of market demand and present situation of different grades of commercial housing in this region (1) Analysis of market demand and present situation of luxury houses (2) Analysis of general market demand and present situation (3) Analysis of economic applicable market demand and present situation (4) Analysis of demand and present situation of welfare market (property right/lease, primary, secondary and tertiary markets).

6. Analysis of star real estate in this region (residential market): (1) Definition of star real estate over the years (2) Distribution and structure analysis of star real estate (3) Main marketing characteristics of star real estate (4) Participants and manufacturers of star real estate (5) Premium of star real estate (6) Necessary and sufficient conditions for future star real estate.

7. Analysis of best-selling real estate in this region (residential market): (1) Definition of best-selling real estate (2) Characteristics of best-selling real estate (3) Analysis of reasons for best-selling real estate.

8. Analysis of unsalable real estate in this region (residential market): (1) Definition of unsalable real estate (2) Distribution and structure analysis of unsalable real estate (3) Marketing characteristics of unsalable real estate (4) Participants and price loss of unsalable real estate (5) How to avoid falling into unsalable real estate.

9. Analysis of the most popular property types in this region (residential market): (1) Definition of the most popular property (2) Proportion and distribution characteristics of the most popular property in this region (3) Marketing characteristics of the most popular property in this region (4) Participants and premium characteristics of the most popular property in this region (5) How to join the most popular property camp in this region?

10. Analysis of the local context (residential culture: (1) Analysis of the evolution and main causes of local residential structure (2) Cultural classification of local residential structure (3) Cultural extension of local residential structure in the future.

1 1. Analysis of residential rent level in this district: (1) Overall analysis of average residential rent level in this district (2) Analysis of residential rent return rate in this district (3) Prediction of residential rent and rental return rate in this district (4) Influence of residential rent on location advantages and disadvantages.

12. Analysis of the vacancy rate in the residential market in this region (1) Definition of vacancy rate (2) Analysis of the total vacancy rate of commercial housing in this region (3) Analysis of the relationship between the vacancy rate of commercial housing in this region and the development volume and demand (4) Structural distribution of the vacancy rate of commercial housing in this region (5) Future vacancy rate trend of commercial housing in this region.

13. Consumer analysis of the residential market in this area

Note: Due to different development projects, the contents of the questionnaire are different, and the contents of the questionnaire are omitted.

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