Look here and you will understand.
What is advertising planning? About 84-85. At that time, some scholars wrote an article calling for introducing modern advertising planning into China's advertising practice and establishing a modern advertising operation concept of "investigation-oriented, planning-based, and creativity as the soul". 1In April, 1989, Shanghai's Tang Rencheng published the first monograph on advertising planning in Chinese mainland, and then Beijing's Yang Ronggang also published Modern Advertising Planning. Both authors have a clear definition of the concept of "advertising planning".
Advertising planning is the operational planning of advertising overall strategy and strategy. Advertising planning is to consider and imagine the whole process of putting forward, implementing and testing advertising decisions in advance. Advertising planning is not a specific advertising business, but the formation process of advertising decision.
The concept of "advertising planning" was introduced into China in about 84-85. At that time, some scholars wrote an article calling for introducing modern advertising planning into China's advertising practice and establishing a modern advertising operation concept of "investigation-oriented, planning-based, and creativity as the soul". 1In April, 1989, Shanghai's Tang Rencheng published the first monograph on advertising planning in Chinese mainland, and then Beijing's Yang Ronggang also published Modern Advertising Planning. Both authors have a clear definition of the concept of "advertising planning".
Advertising planning is the operational planning of advertising overall strategy and strategy. Advertising planning is to consider and imagine the whole process of putting forward, implementing and testing advertising decisions in advance. Advertising planning is not a specific advertising business, but the formation process of advertising decision.
First, the concept and inevitability of advertising planning
(A) the definition of advertising planning
Modern advertising planning is the operation planning of the overall strategy and tactics of advertising. Specifically, it refers to the whole process of proposing advertising decision, advertising scheme, implementing advertising decision and testing advertising decision.
There are two kinds of advertising planning: individual planning and system planning.
Advertising planning system: market research-consumer motivation and behavior survey-market segmentation and target market determination-product research and product positioning-advertising objectives and advertising strategies.
(B) the necessity of advertising planning
1, advertising planning is the requirement of the development of commodity economy.
2. Advertising planning is the inevitable product of advertising competition.
3. Advertising planning is an important part of the standardization of China advertising market.
4. Advertising planning is the requirement of world economic globalization.
Second, the characteristics of modern advertising planning
1. Clear purpose: The advertising target, advertising media, advertising works, advertising time and place of advertising activities must be clear.
2. Strict scientific nature: comprehensive application of research results of economics, aesthetics, journalism, psychology, market research, statistics, literature and other disciplines.
3. Complete system: advertising planning starts with investigation and determines advertising objectives according to the characteristics of the target market. When formulating specific strategies for advertising activities, we should take the overall advertising objectives as the starting point, and all links should be connected and closely coordinated.
[Edit this paragraph ]4A Advertising Proposal
(1) Advertisers' marketing strategy is the fundamental basis of advertising planning: advertising is an important factor of marketing mix and directly serves advertisers' marketing, so advertising planning cannot be separated from the guidance of advertisers' marketing strategy.
(2) Advertising planning has its own specific procedures, which should be scientific and standardized to ensure that advertising planning is not arbitrary and unorganized.
(3) advertising planning should put forward the overall strategy of advertising campaign (activity), and the "advertising plan" that stays at the level of specific action plan is not advertising planning.
(4) Advertising planning is based on market research. Although the advertiser's marketing strategy has provided a basis for advertising planning, it is only from the advertiser's side, which is not enough to show the whole market composed of consumers, products and competitors.
(5) Appeal strategy, positioning strategy, performance strategy and media strategy are the core contents of advertising planning, which should not only be mediocre and different, but also have the quality of producing actual advertising effect.
(6) The result of advertising planning is reflected in the form of advertising planning text.
(7) The measurement method of advertising effect should be preset in advertising planning.
(8) The purpose of advertising planning is to pursue the rationalization of the advertising process and maximize the advertising effect. The rationalization of the process means that advertising (activities) should conform to the reality of the market and adapt to the development of the market. Maximizing the effect means that advertising planning should provide strategies and schemes that can produce the best advertising effect.
When we are creative, we should understand the product connotation of the enterprise. If you don't know the product in detail and make advertisements casually, then consumers are unwilling to accept it. Therefore, an advertising creative person must understand the marketing behavior of enterprises and markets. In other words, we must understand who we are for.
suggestion
That is, advertising companies make reports on advertising campaign planning, creativity and survey results to advertisers. In other words, submit the creative plan to customers accurately and vividly, and explain it to customers in order to win their appreciation and support.
The focus of the advertising proposal is the objectives and principles of the whole advertising campaign, which has defined the direction for creativity and set the tone for the whole advertising campaign.
Preparation of advertising proposal:
1. Pre-communication with customers Before the remaining preparations are fully carried out, it is necessary to communicate with customers to confirm the time, place, topics and participants of the proposal meeting.
2. After the implementation timetable defines the time and place of the proposal, it is necessary to prepare a specific implementation timetable to monitor the progress of the work.
3. The proposal will be demonstrated. In the proposal, if you want to keep the customer's attention and focus on the proposal, you must use the demonstration tool. But demonstration can only be an auxiliary tool, and language stimulation is still necessary. Because only words can touch emotions and stimulate customers' physical and mental input. Therefore, the expression of the proposal must conform to the text of the proposal and should not be dominant. It would be a disaster if the whole proposal turned into talking by looking at pictures.
4. The key to the arrangement of the proposal text information is that the text given to the customer in the proposal can only be the outline of the proposal content, otherwise the customer will pay attention to the text in his hand from time to time instead of the sponsor. The outline should be as concise as possible to arouse the interest of customers, and then listen carefully to the explanation of the proposer. Of course, the details of the proposal text must be submitted to the customer after the proposal, so that the customer can have a deep understanding of the details after accepting the case.
5. The layout of the proposal equipment and the proposal site, the atmosphere of the proposal site and the surrounding environment also have an impact on the result of the proposal. An atmosphere that makes customers feel comfortable can even make them feel the passage of time.
6. Proposals will work, and consideration of details will always bring benefits. If customers get good service when making suggestions, they will feel happy and relaxed. At the same time, careful arrangement of details can make customers feel professional atmosphere and respect the meticulous style of advertising companies.
Proposals can generally be divided into the following types:
1. The strategic proposal focuses on the objectives and principles of the whole advertising campaign, which clearly defines the direction for creativity and sets the tone for the whole advertising campaign.
2. Creativity and performance proposals show the exciting side of advertising planning to customers. It not only needs to gain the trust of customers, but also needs to inspire their enthusiasm.
3. Advertising implementation proposal The advertising implementation proposal arranges the resource allocation of customers in time and space, and the investment of these resources must bring benefits to customers. How to make customers feel the relationship between investment and income in the proposal is the key to the success or failure of the advertising implementation plan proposal.
[Edit this paragraph] Books. advertising planning
Author: Uncle Liang
Market price: ￥25.00
Press: Shandong University Press
Page number: 183 Page number
Date of publication: 2004
ISBN: 9787560728674
Version: 1 version
Binding: paperback
Format: 16
Name of Series: Haidai Advertising Book Department
brief Introduction of the content
Haidai Advertising Book Department is a group of advertising scholars who have been tirelessly pursuing in the field of advertising education. On the basis of years of advertising teaching and practice, they have given some experience to the advertising industry.
Because advertising planning is so rich and vivid, Shandong advertisers have made great progress under the influence of this textbook.
catalogue
The first chapter is an overview of advertising planning.
The origin of the first section planning
The concept of planning
The origin of planning
Status quo of planning
Section 2 Features and Functions of Advertising Planning
The concept of advertising planning
Characteristics and functions of advertising planning
Section 3 Principles of Advertising Planning
System principle
Principle of strategic advantage
Innovation principle
Dynamic principle
Beneficial principle
Principle of truth
Section 4 Quality of Advertising Planners
Good professional ethics and social morality
Good scientific quality and humanistic quality
Good communication and coordination skills.
High creativity is the core of the quality of advertising talents.
Section 5 Theme Basis of Advertising Planning
Dissemination of information
marketing management
Integrated marketing communication
Chapter II Operation Process of Advertising Planning
Section 1 Operation Process of Advertising Planning
Section II Contents of Advertising Planning
Section 3 Preparation of Advertising Plan
Chapter III Advertising Strategy Planning
Section 1 Basic knowledge of advertising strategic planning
Section 2 Advertising Strategic Objectives
Section III Advertising Strategy Design
Chapter IV Advertising Strategy Planning (1)
Section 1 Basis and Requirements of Advertising Strategic Planning
Section 2 Advertising Market Strategy
Section III Advertising Product Strategy
The fourth quarter brand advertising strategy
The fifth chapter advertising strategic planning (2)
Section 5 Advertising Psychological Strategies
Section 6 Advertising Creativity and Performance Strategies
Section 7 advertising implementation strategy
Chapter VI Advertising Media Strategy
Section 1 Classification and Characteristics of Advertising Media
Section 2 Advertising Media Development Procedures
Section 3 Selection of Advertising Media
Section 4 Advertising Budget and Distribution
Appendix example of advertising plan book
Main references
postscript
foreword
Haidai Advertising Book Department is a group of advertising scholars who have been diligently pursuing in the field of advertising education. On the basis of years of advertising teaching and practice, they dedicated their experience to the advertising industry.
The name "Haidai" has two meanings. Take its regional significance as an example. "Shangshu Gong Yu" said: "Haidai is only Qingzhou." The so-called Haidai people refer to the area between Bohai Sea and Mount Tai in Shandong Province today, which was later called Shandong area.
As we all know, Shandong Province is a big advertising province in China since the reform and opening up. Alcohol advertisements such as Confucius Family Wine, Confucius Banquet Wine, Qin Chi Wine, Qi Minsi Wine and Bandaojing Wine. A strong "Lu wine" frenzy has been set off throughout the country; Kangbas and Polaris occupied the golden position on time for a long time before CCTV News Network. Haier, Hisense, Aucma, Double Star, Tsingtao Brewery, Changyu, Jiangjun, Zhong Yi and other brands have become "China Famous Brands" because of their scientific and effective advertising and successful market operation. It is no exaggeration to say that the advertising practice of Shandong enterprises provides us with a large number of vivid and rich cases to understand and grasp advertising-their successful experience will certainly give us rich enlightenment; Their painful lessons will surely become our lessons. In this sense, the advertising practice of Shandong advertising industry for more than 20 years is the richest and most vivid textbook of contemporary China advertising industry.
Advertisers in Shandong grew up in the process of "reading" (and sometimes participating in "writing") this rich and vivid textbook. Looking back on the road we have traveled, we can describe it as "painful and happy". The reason why we say "pain" is because the advertising scholars in Shandong started too late. When advertisers' advertising practice has been in full swing, advertising scholars have just begun to learn to walk. The advertising that should be carried out under the guidance of theory is actually "crossing the river by feeling the stones" To this end, many advertisers have experienced the painful process of "advertising success, advertising failure". Weak Shandong advertisers can only see in their eyes and feel pain in their hearts.
abstract
Nowadays, enterprises do not arrange one or two advertisements in isolation, but often have a strategic consideration. Taking advertising as an integral part of integrated marketing communication and cooperating with other parts as a system is a combination boxing. In this way, advertising companies can't rely on their own strength. They must cooperate, form alliances, integrate all forces, foster strengths and avoid weaknesses, form comprehensive advantages and undertake comprehensive tasks. Enterprises don't want advertising companies to do everything, but only hope that advertising companies have strong coordination ability and effectively coordinate social resources, so as to achieve the marketing communication goals expected by enterprises.
Fourth, high creativity is the core of the quality of advertising talents.
Advertising is a competitive industry, which is developed in an economic competitive environment. It has to represent different customers and participate in the competition in different roles, and there are also competitions between professional advertising companies. Advertising planning emphasizes unique selling points. If advertisers only pay attention to the accumulation of knowledge and neglect the cultivation of innovative ability, and stick to the ready-made educational model, they will be bound by themselves and abandoned by the dynamic advertising industry. The demand for planning talents in advertising industry is not pedantic scholars, but creative new talents. Advertising mainly keeps an enterprising and innovative young heart, and is good at discovering neglected things from different angles and creatively expressing them in vivid, accurate and vivid ways.
Modern psychology has long proved that creativity is not a pure intellectual problem, nor is it a pure intellectual problem. Good grades, from famous universities, high academic qualifications, not necessarily high creativity. Creative behavior is caused by creative thinking. Creative thinking is an advanced form of human thinking, which can not only reveal the essence of things, but also provide new products with social value. Coles Neck, an American psychologist, said: "Creative thinking refers to the thinking process of inventing or discovering a new way to deal with something or express something." Creative thinking is thinking with brand-new content that can produce unprecedented thinking results.
Formally speaking, creative thinking is a special way of thinking that combines abstract thinking, image thinking and inspiration thinking. In essence, creative thinking should generally have three characteristics: fluency, flexibility and uniqueness. Fluency refers to a person who can put forward the most solutions or reflect the most when facing a problem or a situation, and his thinking ability is manifested as high-speed fluency. Flexibility, also called flexibility, is an evaluation of the breadth of thinking. The increase of width can bring more leeway for creative thinking, thus bringing more flexibility. Uniqueness is an evaluation of the depth of thinking. "Deep" means profound, profound and profound, showing the degree of touching the essence of things. Therefore, the deeper the creative thinking, the more scientific or advanced it is.
"Creativity is the soul of advertising", a famous saying circulating in the advertising industry, was put forward by American advertising master david ogilvy as early as 1960s. Obviously, a very strict requirement is put forward for advertising planners.
[Edit this paragraph] Advertising planning process
Advertising planning is not a blind act without a plan. As an important part of the enterprise's overall marketing activities, it is carried out in a planned and step-by-step manner according to certain procedures. A successful advertising plan is generally carried out according to the following procedures:
Environmental analysis makes an in-depth and detailed analysis of the advertising environment, makes clear the requirements of the overall marketing of the enterprise for advertising, and grasps the influencing factors of advertising in all aspects outside the enterprise, so as to correct the positioning of products in the market and then determine the position of advertising in the market.
Product analysis deeply understands and studies the advertised products or services, grasps the individuality of the products, and determines the necessary degree of the products and how to publicize them.
On the basis of summarizing the advertising environment and advertising products, the top decision-making level of the advertiser enterprise will jointly establish the advertising target with the person in charge of the marketing department.
Determine the theme and creativity of advertising, that is, we must achieve the requirements of advertising objectives through advertising activities. Therefore, it is necessary to combine advertising products or services with advertising objectives and adapt to the requirements of advertising targets through certain methods, so as to extract advertising themes, conceive advertising creativity and solve the problem of how to say it.
Through the selection of various advertising media, expression methods, regional opportunities, etc., research and determine the advertising performance strategy. As a means to an end.
Determine the advertising budget The advertising department will determine the total investment of the advertising budget together with the marketing department and finance department of the enterprise, and then the advertising department will contact the advertising company to make a specific budget allocation for the advertising fee.
After the analysis and determination of each link, the advertising decision is made as a whole, and the optimal combination scheme is selected, so as to formulate the advertising scheme and determine the steps and methods for the implementation of advertising activities.
Advertising effect inspection shall formulate relevant control and evaluation standards, timely understand and coordinate advertising activities, check the quality of advertising activities, and timely feedback, and adjust the overall advertising planning.
Determination of advertising objectives
Advertising goal is the ultimate goal of advertising activities, the requirements of enterprises for advertising activities and the standards for controlling advertising activities, and the basis for measuring advertising effects. Therefore, there should be a set of strict requirements for the determination of advertising objectives to ensure the feasibility of advertising objectives.
The specific requirements are as follows: 1, and the advertising target should conform to the strategic goal of the overall marketing of the enterprise;
2. The advertising target should be clear and specific;
3. feasible;
4. Be controllable;
5. Accepted by other marketing departments;
6. It can be a sub-goal of a series of advertising activities.
Before determining the advertising target, we should also consider the following factors: enterprise factors (enterprise funds, enterprise image, enterprise scale), product factors (different life cycles of products) and market factors (market types, market competition).
There are roughly the following categories of advertising targets: 1 the target of induction test; 2. The goal of expanding understanding; 3. The goal of strengthening habits; 4. Maintain the preferred goal; 5. The goal of consolidating brand image; 6. The goal of enhancing the corporate and brand image; 7 the goal of directly promoting sales.
Establishment of advertising theme
The theme of advertising is the central idea of advertising, the soul of advertising, and a concept that needs to be explained in order to achieve a certain purpose. An advertisement must clearly indicate the theme of the advertisement, so that people can easily understand what the advertisement tells them and ask them after contacting the advertisement. The advertising theme consists of three elements: advertising goal, information personality and consumer psychology. Expressed by the formula: advertising theme = individual consumption psychology of advertising target information.
It is impossible to determine the theme of an advertisement overnight. Generally, a variety of schemes are put forward first, and they can be finally determined after experiments. At the same time, whether the choice of advertising theme is appropriate often needs to be tested by the market. When the market test is not ideal, we must re-study and improve the advertising theme in time. When deciding the theme of an advertisement, there are no certain rules about how this theme is used for this commodity and how that theme is used for that commodity. But as far as the choice of an advertising theme is concerned, we should generally pay attention to the following points: conspicuous, easy to understand, stimulating, unified and unique, and avoid homogenization, diffusion and * * * tendency.
Grasp the advertising strategy
Strategy is the method and means to achieve a certain purpose, and advertising strategy is the advertising method and means to achieve the marketing purpose of enterprises. Advertising strategy must not be invented out of thin air. We must first digest the marketing purpose and marketing strategy of advertisers, because advertising is one of the marketing means and advertising strategy is an extension of marketing strategy. The grasp of advertising strategy is mainly the grasp of advertising target strategy, advertising positioning strategy, advertising effect strategy, advertising budget strategy, advertising media strategy and advertising creative methods and skills.
Formulation of advertising budget
The function of advertising is to move up the demand curve of products. Enterprises want to spend the minimum amount needed to achieve sales targets, that is, to pursue the maximization of budget efficiency. But how can enterprises know whether the amount of expenditure is appropriate? If the advertising expenditure of the enterprise is too low, the effect is not great; In other words, this expenditure is too high. On the other hand, if enterprises spend too much on advertising, then some money can be used better. Therefore, the following factors should be considered when formulating advertising budget: different strategies for different product life cycles; Different market share and consumer base; The intensity of competition is different from the intensity of market noise; Different situations of product substitutability and so on.
Four common methods of making advertising budget:
Living within our means refers to the advertising budget arranged by an enterprise after estimating its own spending ability. For example, if corporate finance can only arrange advertising expenses of 6.5438+0 million yuan this year, then the enterprise will plan advertising investment based on 6.5438+0 million yuan.
The sales percentage method means that an enterprise arranges its advertising expenses according to a specific percentage of sales or sales price. For example, an enterprise's total sales in 1990 was 6,543,800,000 yuan, and 5% of the total sales in the above years arranged for advertising investment, so the annual advertising budget in 1965,438+0 was 500,000 yuan.
Competitive equivalence method means that enterprises decide their own advertising budget according to the approximate cost of competitors.
Target-task method Target and task method require operators Kao to set their own specific goals, determine the tasks that must be completed to achieve this goal and estimate the cost required to complete these tasks to determine the advertising budget, which is a more scientific budget method.