The so-called advertising planning is to formulate an economical and effective advertising plan suitable for market conditions, product conditions and consumer groups on the basis of market research, and evaluate, implement and test it, so as to provide good services for the overall operation of advertisers.
There are two kinds of advertising planning: one is independent, that is, planning for one or several single advertising activities, also known as single advertising activity planning. The other is systematic, that is, the overall advertising campaign planning for enterprises in a certain period, also known as overall advertising planning.
A relatively complete advertising planning mainly includes five aspects: the results of market research, advertising positioning, creative production, advertising media arrangement and effect measurement arrangement. Through advertising planning, advertisements can be spread accurately, uniquely, timely and effectively, thus stimulating demand, inducing consumption, promoting sales and opening up markets.
Advertising planning is actually the overall planning of advertising activities, or strategic decision-making, including the formulation of advertising objectives, strategic and tactical research, economic budget and so on. , and resort to words. Advertising planning is the main part of advertising operation, which is carried out under the guidance of the overall marketing plan of the enterprise.
In the understanding of advertising planning and specific advertising activities, many people regard advertising planning and advertising planning as the same thing. Although this view has some truth, there are also many misunderstandings. Strictly speaking, advertising planning and advertising planning cannot be equated. Although they are related and similar, they are different.
Advertising plan is an action plan to achieve advertising goals, it is an action document, focusing on plans and steps; Although the essence of advertising planning is also to achieve advertising goals, it emphasizes the selection and decision-making of multiple action plans (namely advertising plans) by means of scientific means and methods. The full name of advertising planning can be regarded as "advertising planning activity", which is a dynamic process and needs to complete a series of decisions, including establishing advertising objectives, advertising targets, advertising strategies, advertising themes, advertising strategies, advertising creativity, advertising media selection and advertising evaluation. Advertising planning presents a relatively static state, which is a summary and refinement of previous advertising planning achievements. As a dynamic process, advertising planning also reflects the diversification of its activities. It should not only set advertising objectives and seek advertising targets, but also make advertising plans, implement advertising strategies and test the effectiveness of advertising activities. Making advertising planning is only one of the main tasks of advertising planning. Advertising can only be produced after the advertising planning operation. Advertising planning is the product of advertising planning and the written embodiment of the strategy, tactics, methods, deployment and steps decided by advertising planning. In a word, advertising planning is a series of complex mental work, a series of discussion and decision-making activities based on advertising strategy and tactics. Advertising planning is the induction and embodiment of this series of activities, and it is the concretization of a series of advertising strategies and advertising strategies produced by advertising planning. Therefore, advertising planning and advertising planning are interrelated and inseparable, and there are differences between them.
As a dynamic process, advertising planning is also a process. According to the editorial board of Harvard Business Management Series, "Planning is a procedure. Essentially, it is a rational behavior that uses brain power. Basically, all planning is about things, that is, planning is to make current decisions about what will happen in the future. " The starting point of advertising planning is the present and the final result is the future. It is not static, but a moving process. Everything is in a moving and changing environment. The same is true of advertising planning activities. All aspects of market activities are always in an ever-changing state, and the focus of advertising planning changes with the changes of market elements, so it is impossible to change with the same.
Advertising planning is the inevitable product of modern commodity economy. In modern commodity economic activities, the market situation is extremely complicated. The premise of advertising planning is to know all kinds of market information, which must rely on scientific advertising investigation. In addition, advertising planning should also follow the advertiser's intention, obey the advertising objectives of the advertiser's marketing plan, and cannot exceed the advertiser's actual affordability. The main cost of advertising planning is to provide users with comprehensive and high-quality services.
In normal advertising activities, advertising planning is no longer a job that one person can complete. It is a kind of work that needs to gather talents from all relevant parties, provide wisdom and be completed through discussion. Therefore, advertising planning is usually called team work.
The advertising plan lists all the arrangements that need to be taken in the advertising campaign and instructs the relevant personnel to implement it at a specific time. It is the official action document of advertising activities.
There are two forms of advertising plan, one is tabular form. This form of advertising planning lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy, other promotion strategies and other columns. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target. Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used. The other is an advertising plan book described in written language, which is widely used. This kind of advertising plan written in the book is also called advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is not much difference.
A complete advertising plan should at least include the following contents: 1, preface; 2. Market analysis; 3, advertising strategy or advertising focus; 4. Advertising objectives or demands; 5. Advertising area or complaint area; 6. Advertising strategy; 7. Advertising budget and distribution; 8, advertising effect prediction. Of course, advertising planning may be different because of the writer's personality or case, but the content is basically the same. Let's briefly describe the thinking problem when writing.
1. The preface should briefly explain the time limit, tasks and objectives of the advertising campaign, and if necessary, explain the marketing strategy of the advertiser. This is the essence of the whole plan. Its purpose is to put forward the main points of the advertising plan, so that the senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.
2. The market analysis part generally includes four aspects: (1) enterprise operation analysis; (2) product analysis; (3) Market analysis; (4) consumer research; When writing, we should explain the characteristics and advantages of advertising products according to the results of product analysis. Then, according to the market analysis, the advertising products are compared with all kinds of similar products in the market, and the preferences and prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational analysis, which briefly describes the history of advertisers and advertising products and evaluates products, consumers and competitors.
3, advertising strategy or advertising focus, generally should be based on product positioning and market research results, to clarify the focus of advertising strategy, explain how to make advertising products in the minds of consumers to establish a deep impression. How to stimulate consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products. How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.
4. In the part of advertising target or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.
5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.
6. In the part of advertising strategy, the specific details of advertising implementation should be explained in detail. The author should design the media plan clearly, completely and concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing and broadcasting of various media and how to cooperate with each other.
7. In the part of advertising budget and distribution, according to the content of advertising strategy, the choice of media, the required expenses and the price of each broadcast should be listed in detail. It is best to make a table to list the expenses of research, design and production. Some people also included this part in the advertising budget book for special introduction.
8. The part of advertising effect prediction mainly explains the expected goal of implementing advertising activities according to the advertising plan with the approval of advertisers. This goal should correspond to the goals and tasks specified in the preamble.
When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.
Writing advertising plans is generally short. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions are, they need facts. It is best to have a brief summary at the beginning of each part of the advertising plan. In each part, the source of the information used should be explained to increase the credibility of the plan. Generally speaking, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix.
In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy. That's another story.