How to write an online advertising plan?

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

(1) The market that the enterprise originally faced. 6? 1 What are the characteristics of the market? 6? 1 market size

(2) Evaluation of the original market view of the enterprise. 6? 1 Opportunities and threats? 6? What are the advantages and disadvantages of 1? 6? 1 What are the main problems? 6? 1 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? 6? 1 From the perspective of consumer demand? 6? 1 From the perspective of product competition? 6? 1 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? 6? 1 What is the basis for media selection? 6? 1 the selected main media? 6? 1 5 Introduction to the selected media. Media combination strategy, 6. Advertising timing strategy, 7. Advertising frequency strategy.

Part III Advertising Plan

First, the advertising target

Second, advertising time? 6? 1 When did it start in each target market? 6? 1 When will the advertising campaign end? 6? 1 duration of 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. 6? 1 graphic design? 6? 1 copywriting? 6? 1 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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