Advertising investment plan

I. Introduction

University is the entrance for students to go from school to society, and the intersection of "two waters" constantly collides with layers of waves, which is the place where desires and needs arise. Therefore, under the impact of the two waves of university and society, college students' strong curiosity is aroused. They are busy with their studies and can't wait to know everything about society. In college life, college students have higher control over their own lives. In order to satisfy their curious psychological needs, college students will spend money, time and energy to try all kinds of new things, thus forming a potential market with high consumption desire. Therefore, we use the powerful publicity channel of shopping guide to show the advertisements of merchants in front of college students anytime and anywhere.

Second, the purpose

Provide more social and market information for college students, help them combine their study with social practice, correctly guide their consumption and advocate green consumption; Provide more entrepreneurial information for college students, provide guidance for college students' entrepreneurship, correctly guide college students to deal with the relationship between their studies and entrepreneurship, and advocate the combination of theory and practice; Provide new market choices for outstanding businesses and create higher economic benefits.

Third, the development direction guide:

From an ordinary brochure to a magazine named "College Students' Consumer Guide", it conveys healthy, true and fashionable commodity information to college students.

Fourth, the guidance of development goals:

College Students' Consumption Guide has become an authoritative shopping guide magazine in college students' minds.

Market analysis of verb (verb's abbreviation)

With the continuous enhancement of marketing concept, the market competition is becoming more and more fierce. Among merchants, the role of brand and the cultivation of customers have received unprecedented attention. The student market is a huge potential consumer market and will become a battleground for the development strategy of merchants.

1. Some businesses worry that students are a consumer group with no income and their spending power is very limited. But according to our investigation, the main scope of this consumer guide is private colleges and universities. The high tuition threshold of private colleges and universities has screened out a group of students with high spending power. In addition, the only child born in the 1980s is the majority, and the consumption level of such students is higher (according to the survey, the average monthly living expenses of all students in the school are 800 yuan, and the monthly basic consumption expenditure is 550 yuan and 250 yuan, which are discretionary pocket money. At present, there are only two students in the school, with more than 7,000 students. Take 7000 people as an example, there will be. There is such a large consumption space market, which fully embodies the value of consumer guide and eliminates the concerns of merchants.

2. From the point of view that consumers are college students, our publicity can bring the brand of merchants into the hearts of college students and affect one person, but a college student can affect more than one person. With the improvement of education, college students have higher decision-making power in the family, and their consumption orientation will affect the family's consumption choice; Consumers' understanding of a brand is often influenced by friends around them, especially young people. Therefore, paying one person's publicity expenses can achieve the effect of publicity to a group of people.

3. College students have a low burden of life and work, and there are few objective conditions that restrict consumption. Compared with the public, college students have poor self-control and poor consumption planning, and are easily influenced by the outside world. So the consumption of college students is highly induced.

4. Campus publicity should pay more attention to the promotion of brand awareness and improve their competitiveness in the college student market. College students are the main consumer groups in the future, and corporate brand promotion from campus will lay a solid foundation for businesses to establish a long-term and stable customer base.

According to our survey, students' consumption hotspots are:

1, stationery category: focusing on digital products, mobile phones, computers and school supplies.

2, boutique clothing: focus on brand clothing, technology, boutique decoration, sports series.

3. Daily consumption: mainly featured catering, snacks and daily commodities.

4, beauty salon: focus on cosmetics, skin care products, hairdressing products and nail polish.

5, entertainment consumption: concentrated in high-end KTV, Internet cafes, etc.

6. Tourism consumption: concentrated in amusement parks, historical sites and major tourist attractions.

Phil knight, CEO of Nike, said: "Teenagers have strong imitation ability and are extremely sensitive to brands." Even so, publicity does not achieve the ultimate goal at one time, but requires a long-term publicity to form a brand effect. Therefore, the club hopes to get long-term support from merchants and make joint efforts to maximize the publicity effect.

Brief content of intransitive verb guide:

This "Planning" is a free publicity monthly magazine sponsored by our club and various businesses. It is to provide all kinds of social practice information for college students, guide them to consume correctly, and provide an open publicity platform for businesses. At the same time, it is also the key development project of this club. The full name of the monthly magazine is "College Students' Consumer Guide".

In order to display the advertisements of merchants in front of consumers more efficiently and clearly, this magazine is mainly divided into the following sections. 1, front and back cover advertisement 2, Lala's recommendation this month 3, low-price promotion sale 4, booth activity information 5, part-time information platform 6, product use tips 7, customer voice 8, coupons.

Details:

1, front and back cover advertisements

Merchants' advertisements are placed on the front cover and back cover of the monthly magazine, which costs more than the inside pages.

2. Huala recommended this month.

This column is the first shot of this month's magazine, with strong publicity, and mainly recommends product information that conforms to seasonal characteristics or is close to the forefront of the trend, or has a large share of investors.

3. Low price promotion

For businesses with a large number of unsalable products or engaged in promotional activities.

4. Information of booth activities

Publicize the information of members with unsalable products on campus.

5. Part-time job information

Establish a communication platform for students who are interested in doing part-time jobs at school and employers.

6, product use tips

In principle, the information in this column is provided by advertisers, introducing the purpose, characteristics, tips and applicable people of the products.

7. The voice of customers

This column is the text of the advertisement.

8. coupons

On the back cover of the monthly magazine, the words "Hua La" are printed on the back of each coupon.

Seven, the guide features:

1, targeted

Publications directly deliver advertising information to customers, which has strong selectivity and pertinence, strong pertinence and reduces waste. The target audience is clear, the readers are relatively concentrated and stable, and the point-to-point directional distribution method is adopted, instead of pursuing circulation, the effectiveness of distribution is pursued.

2. Free of charge

One advantage of our publication, which is different from traditional periodicals, is that it is given away for free, and the publication can enter the hands of readers without any choice obstacles. Excellent ways make students read 98% of the publications.

Step 3 reach the maximum value

The distribution target of our publications is fixed, which can reduce the interference of objective factors in the process of information transmission. So that readers can get information without external influence, and the advertiser's information can be displayed in front of readers without reservation, so as to maximize the advertising effect.

4. Long-term

A 30-second TV advertisement, after 30 seconds, the information disappears, which is easily influenced by objective conditions. Our publications are obviously different. Before making a final decision, consumers can repeatedly read the advertising information of the merchants, and use it as a reference to know the performance indicators of the goods in detail, so as to better guide consumers to make the final purchase decision.

Eight, advertising board layout guide: (guide: 2500 copies? Publicity scope is about 10000 people)

Paper size: 125 copper paper? Size: A5

Cover: 900 yuan? 1 face

Back cover: 800 yuan? 1 face

Coverage 2, 3, 4, 5 and 6: 700 yuan? 1 face

Back covers 2, 3, 4, 5, 6: 700 yuan? 1 face

Middle page: 700 yuan (1 side: 400 yuan)

Inside: 300 yuan.

Nine, return benefits:

Advertising benefit: build a bridge between consumers and businesses, with small investment and big return.

Brand benefit: a unique guiding consumption guide focusing on culture, leisure and entertainment. Advertising investors can use this publication to establish a brand image among college students. Further improve the brand awareness and credibility of the merchants, steadily improve the customer satisfaction index of the merchants, and lay a solid foundation for the brand expansion of the merchants and seize the market of college students.

Promotion: This publication can help advertisers to issue discount cards, coupons, vouchers, etc. Expand the scope of consumer groups targeted by promotional activities and improve the return rate of promotional activities.

Advertising investment plan (2)

I. Planning objectives

Invited by the Investment Promotion Office of Shijiazhuang Xinhua Aquatic Products and Vegetables Co., Ltd., the investment promotion project was planned for the remaining 1 00 stalls and 40 shops in the North Street seafood and aquatic products trading market, which opened on18, with a total business area of 4,560 ㎡. The plan calls for investment target: 1, which will reach 60% by the end of June according to time and rent rate respectively; 70% before the end of September; 65438+80% at the end of February. 2. Make the market truly become a "seafood and aquatic products trading market" with large scale, characteristics, high grade and high market share in the provincial capital, radiating the wholesale and retail of surrounding cities and counties.

Second, the current situation and background of the "market"

"Market" is located at the intersection of Xinhua Road and North Street in the commercial center of Shijiazhuang, the provincial capital, and is adjacent to the first floor of Blue Diamond Building, the largest Nansan Small Commodity Wholesale Market in North China. The national famous Xinhua Bazaar has a resident population of 40,000 nearby, and the temporary and permanent population of Shijiazhuang and the southern coastal provinces doing business all over the country is nearly one million.

This "market" was established on the basis of the old market which occupied the road and invested heavily. It has a good business environment and modern management level to adapt to the current consumption level. Unique "seafood and aquatic products trading market".

The expansion of the "new market" scale and the increase of business area depend only on the operation of the original merchants, and the consumption of the original consumers is far from meeting the needs of efficient market construction. If you do not specify the correct distribution strategy, use the means of quickly starting the market and adopt an effective investment plan, it will inevitably lead to the following adverse consequences:

The remaining business stalls and shops have been idle for a long time, which will lose the enthusiasm of the original merchants for long-term operation when the operating cost increases compared with the old market. The remaining commercial stalls and shops are more difficult to attract new merchants. Extend investors' capital withdrawal and return on investment, and increase operators' business risks.

Three, "seafood and aquatic products trading market" analysis

1, objective analysis: With the continuous improvement of consumers' living standards; Outbreaks of avian influenza virus around the Spring Festival; The advantages and opportunities of people "staying away from livestock and poultry" are expected to enhance the consumption trend of seafood and aquatic products. According to the report of "National Aquatic Technology Extension Station" on February 23, 2004, "Avian influenza virus is difficult to invade aquatic animals", the report specifically asked whether avian influenza has any influence on aquatic animals such as fish. The reporter specially interviewed the authoritative person in this field, Professor Yang Xianle, director of the Fisheries Animal and Plant Pathogen Bank of the Ministry of Agriculture and Shanghai Fisheries University. He believes that the probability of aquatic animals being infected by viruses such as avian influenza and SARS coronavirus of human beings or livestock and poultry is very small. As far as the current research is concerned, the virus diseases of human, livestock and aquatic animals have not been found, because aquatic animals are warm-blooded animals, and livestock and poultry (including people) are warm-blooded animals, and the difference between them will lead to the difference of virus sensitivity. Avian influenza virus is sensitive to livestock and poultry, but not to aquatic animals. Therefore, draught products are safe.

Through the outbreak of avian influenza virus disease that has never happened in decades, the scientific judgment made by experts, the progress of society and the development of scientific knowledge, consumers are gradually becoming more scientific in food consumption, which will play a role in fueling the consumption market of seafood and aquatic products. Therefore, the "market" is located in the "seafood and aquatic products trading market" to adapt to the consumption concept of consumers in the new era.

2. Micro-analysis: The superior geographical position of the market and its relatively stable seafood and aquatic food consumption groups have laid a relatively stable business foundation for the original merchants who moved in from the old city. However, for the new market with increased investment scale, it is necessary to attract more market competition, and the original consumer groups will be diverted, which will increase the probability of business risks for all dealers in the market. Why should we consider the interests and risks of businesses first? Because, only when the interests of merchants are guaranteed, the "market" can prosper, and investors and market operators can get the greatest return.

Fourth, the overall planning strategy

"Investment attraction" and "market construction" are carried out simultaneously.

First of all, we should clarify the relationship between "attracting investment" and "building the market". The market scale has expanded and the business area has increased. () Investment promotion is of course important. However, for the smooth progress of investment promotion, "market construction" cannot be underestimated, and it can play a key and important role in investment promotion. "Attracting investment" is the purpose, "creating market" is the means, and "creating market" is the long-term management strategy to prosper the market, so it is very important to start.

Master plan of "attracting investment":

Before defining the investment promotion plan, we must first analyze the objectives of investment promotion, and where to start investment promotion? Where is the seafood aquaculture base? Only by understanding these, can we make a careful investment promotion plan, such as which channels to choose for investment promotion information and which advertising media and forms to determine, and can we plan and accurately carry out advertising marketing and budget expenses.

"Market construction" strategy (marketing strategy)

At the same time, the "market-making" marketing plan should be carried out simultaneously and implemented simultaneously. By improving the popularity of "seafood and aquatic products trading market" as a means, we can expand the market share, realize the wholesale function of "market" and achieve the purpose of prospering the seafood and aquatic products market.

Verb (abbreviation of verb) Detailed Rules of Investment Promotion Plan

1. On the basis of the original stipulated lease term and unit area charge price, according to the feedback and requirements of the contacted merchants on the market, the scheme is flexibly modified, so that the merchants who want to enter the market have more choices, less pressure, full confidence and easy entry. You can add the following options:

We can adopt the experimental method of "enter first, then choose, and try out", and make a decision to evaluate the lease contract in a limited time according to our investment progress. Yes: calculate a time limit at the end of June and a time limit at the end of September, and then specify preferential policies at different times according to the previous decision-making time of the merchants. The earlier the contract appraisal, the better the preferential policies. On the premise of trial operation, we will use preferential policies to attract merchants to stay and operate with peace of mind.

Delineate the investment unit area by "decomposition method" to reduce the investment pressure of merchants. Divide a booth or a storefront into two parts to attract investment, but the rental price can be appropriately increased to adapt to the phenomenon that some small merchants with monotonous business varieties and aquaculture farmers with single varieties do not waste booth area, thus expanding the possibility of a group of merchants entering the market.

Using the "combined preferential treatment law", we will implement the policy of renting more and letting more for some powerful, business-minded and diversified businesses, and encourage them to rent more booths and operate on a large scale in the market.

2, determine the target investment groups, choose investment information dissemination channels.

According to different target investment groups, choose different channels and forms of information dissemination.

Traditional mass media such as newspapers and television can be chosen to spread investment information to these non-target groups.

For the target investment groups who have rich experience in seafood and aquatic products management and are engaged in seafood and aquatic products management inside and outside the city, printed publicity pages can be distributed to these seafood and aquatic products operators in the "seafood and aquatic products market" inside and outside the city by means of "going out, please come in", so that these seafood and aquatic products operators can better understand our business environment and advantages, thus attracting these seafood and aquatic products operators.

For seafood and aquaculture farmers scattered in cities and counties around the provincial capital, we can know the mailing address, telephone number and detailed information of each aquaculture farmer through the fishery departments of counties and cities at all levels, and send printed color publicity pages and other information about market investment to this target investment group by letter, so that they can also enjoy the scale benefits of the wholesale market and the huge benefits of the retail market.

For the target investment groups of seafood and aquatic products bases all over the country and coastal areas, we can choose online media with low advertising information dissemination cost and large radiation range to bring seafood and aquatic products merchants from all over the country to our market.

The embodiment of the content of investment promotion advertisements;

To reflect the "geographical advantage" of the market, it should be simple and clear, and the key points should be highlighted: "Located in the golden land of the provincial capital and adjacent to the largest Nansantiao market in the north of China in the east, it is the famous Xinhua Bazaar in China. Businessmen from all over the country and the southern coastal areas have gathered nearly one million people to live permanently or temporarily, and seafood-flavored restaurants are distributed around. "

To reflect the scale of the "market", we should focus on the wholesale function, retail advantages and large and comprehensive functions of the "market". Advertising language: When you step into this modern market with warm winter and cool summer, it is like entering an ocean world without water and affection, which makes people see things in a blur.

Business scope, to highlight the characteristics, mainly seafood and aquatic products, supplemented by other joint foods, not to list joint goods one by one, so as not to dilute the theme.

The expression law of advertising content: it is to make the target merchants feel a sense of excitement and urgency, and express it by exaggerated means, such as: "1 8 trial operation, the occupancy rate of merchants reached 60%, so far merchants have been pouring in, ..." "The remaining booths are limited". There is no need to tell the truth, such as: "because of the increase in the area of the new market, the rental price is equivalent to that of the old market."

Six, "build momentum" to improve visibility, marketing and prosperity of seafood market

The promotion of a new thing and the development of a new market all require great efforts to improve visibility and strong favorable marketing measures. Seafood and aquatic products are operated by businessmen and often prosper for a long time. Market managers should make a name for themselves and do a good job in marketing, so that investors can get efficient reports. The following are the implementation details of this case on how to improve the popularity and marketing of the "market":

Market CI design:

Because although the market is located in the bustling area in the center of the provincial capital, after all, it is on the negative floor of the "Blue Diamond Famous Seat" and there is no trace above the ground. This congenital deficiency needs to be remedied. To achieve a well-known market image with shadows on the ground and on the street, a landmark guide card should be set up outside the market entrance of the "Blue Diamond Tower" Square to highlight the "seafood and aquatic products trading market", and a striking Longmen should be set up at the intersection of the south exit of North Street and Xinhua Road to permanently highlight the "market" characteristics. Really let the image of the underground "big market" stand tall in the bustling business circle of the provincial capital.

Spread marketing information to each target antenna. Expand market share.

According to the different levels and consumer groups of seafood and aquatic products consumers, color page advertisements are distributed to purchasers inside and outside the market and major hotels and restaurants, so that these potential consumers who buy seafood and aquatic products can come to the market for consumption.

Service marketing:

With the help of many preferential policies provided by the municipal government for the "vegetable basket project" of the provincial capital, we will strive for the relevant government departments to open one or more green channels for dealers in the market, suppliers recognized by merchants in the market and group consumers, and use Xinhua Road, a logistics route with loose traffic control, to handle "green passes" for seafood and aquatic products suppliers in the whole country and group consumers in surrounding counties and cities, so as to make the dealers in the market satisfied and happy, thus promoting the smooth development of investment promotion.

Standardize market management, win the reputation of consumers and improve market visibility.

Market operators should establish a complete supervision mechanism, set up fair scales and quality inspectors, avoid the phenomenon that some unscrupulous merchants can repay consumers, and truly let customers who consume in the market buy satisfied and eat with confidence, so as to win the long-term prosperity of the market.

Popular science marketing to guide consumption;

According to the characteristics and scale of the market, we have the responsibility and obligation to take on the consumption habit of guiding the people in the provincial capital to eat more seafood and aquatic products. Taking the outbreak of avian influenza virus as an opportunity, taking the influence of people's "staying away from livestock and poultry meat" as an opportunity, and using the scientific judgment of Professor Yang Xianle, an authority on aquatic products, a scientific formula publicity column was set up in a prominent position in the import and export passage of this market, so that more consumers can understand the benefits of eating more seafood and aquatic products, and guide and develop the huge seafood and aquatic products market in the provincial capital.

Make a name for yourself by the market and reduce the marketing cost.

We need an accurate positioning for the advertising caliber of this market.

The full name of the market is "North Street Seafood and Aquatic Products Trading Market". The name has been decided and cannot be changed at will. It is to highlight the characteristic words of "seafood and aquatic products".

Accurate positioning: "Xinhua Road and North Street intersection, the first floor of Blue Diamond Building", it is not appropriate to use "North Street Seafood City Business Apartment", because a strange name in the minds of consumers needs to invest a lot of publicity expenses to achieve the expected results. If we take advantage of the "hot trend" that "Blue Diamond Tower" is investing in investment promotion advertisements on a large scale, and give full play to the geographical position of "Blue Diamond Tower with a negative floor", we can let the target investment groups and target consumer groups know the detailed position of "seafood and aquatic products trading market" more accurately, so as to achieve twice the result with half the effort.

Manufacturing time, news marketing.

Focusing on the "vegetable basket" project and the "green channel" project concerned by governments at all levels, we made a big fuss and invited reporters to report in various ways. For example, the themes of "solving the problem of buying for consumers and solving the problem of selling for aquaculture farmers" and "establishing a market supervision mechanism to safeguard the interests of consumers" will play the role of free soft-text advertisements.

Do a good job in marketing expenses and investment plans, do not fight uncertain battles, and have no target investment.

Analyze the current investment situation of the market, analyze the investment objectives of the remaining booths, and choose different information communication media and investment costs of different media. According to the difficulty and investment scale of investment projects, it is generally between 3% and 5% of the total project investment. After deducting the advantages of the whole market, the investment in investment promotion advertising should be around 2%. If marketing advertisements for consumers are released at the same time, additional investment plans should be made.

The media release plan is as follows:

Zhao Yan Metropolis Daily, which has a large circulation and a wide range of radiation, uses 1/2 sets of red editions and publishes 1-2 investment advertisements every week, which costs about 50,000 yuan.

Choose two sets of red editions of Zhao Yan Evening News1/which have a large circulation in the provincial capital and surrounding cities and counties, and publish promotional advertisements aimed at consumption to activate the market. I will do it twice a week, about 50 thousand.

Tens of thousands of colorful publicity pages are printed to attract investment and distributed to aquatic operators, consumers in aquatic markets and vegetable markets, major hotels and restaurants and aquaculture bases in surrounding counties and cities. The investment is about 50,000 yuan (the publicity pages of investment promotion content and promotion content should be targeted, and the two contents cannot appear on the same page).

Choose the network media with low investment cost and large communication volume, and publish investment promotion advertisements, which can be put into the end of investment promotion, and it will cost about 5000- 10000 yuan.

Choose China Agricultural Products Supply and Demand Network, China Aquatic Products Network, China Fishery Government Network and other free websites to publish text investment information.

Seven. Overview of implementation

First of all, the market decision-making level should repeatedly demonstrate this case and reach a * * * approval. Then, explain the significance of this case to all employees who collectively implement this case operation. In order to avoid hasty and irresponsible behavior in execution and operation. No matter how good the scheme is, if there are deviations, carelessness and carelessness in operation and implementation, it will not achieve the expected results. As long as we use the enterprise spirit of "buying from the east" and "doing everything with heart", nothing is impossible and the goal cannot be achieved.