There are two forms of advertising plan.
One is tabular. This form of advertising plan 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 willingness to buy. Generally, the specific sales volume or sales volume is not taken as the advertising target. Because sales volume or sales volume is only a reference value for the determination of advertising results, they will also be affected by factors such as packaging, price, quality and service of goods (services). This kind of advertising plan is relatively simple and not widely used.
The other one is an advertising plan written in written language, which is widely used. This kind of advertising plan, which is written into a book, is also called an advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is no big 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 target or advertising appeal;
5. Advertising area or appeal area;
6. Advertising strategy;
7. Advertising budget and distribution;
8. advertising effect prediction.
of course, the advertising plan may be different due to the writer's personality or case, but the content is generally the same. The following is a brief description of the problem of ideas 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 top decision-makers or executives of the enterprise can read and understand it quickly, so that when the top decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by looking through it. This part of the content should not be too long, and it is better to use hundreds of words. Therefore, some advertising plans call this part an executive summary.
2. Market analysis, which generally includes four aspects:
(1) Analysis of enterprise operation;
(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 biases of consumers are pointed out. If possible, we can also put forward suggestions on the improvement or development of advertising products. Some advertising planning books say that this part is divided into situation 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. What methods are used to stimulate consumers' interest in buying, and what methods are used to change consumers' habits so that consumers can choose and use advertising products. How to expand the sales target range of advertising products. What methods are used to make consumers form new buying habits? Some advertising plans add promotional activities to this part of the content, stating the purpose, strategy and idea of promotional activities. Some also treat the promotion plan as a separate document.
4. In the part of advertising target or advertising appeal, the number of people and households are estimated mainly according to product positioning and market research. According to the results of population research, the analysis data about population are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.
5. In the part of advertising area or appeal area, the target market should be determined, and the reasons for choosing this specific distribution area should be explained.
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 briefly, and the degree of detail can depend on the complexity of the media plan. You can also make a media plan separately. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If multiple media are selected, it is necessary to explain the publication 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 media selection, required expenses and the price of each broadcast should be listed in detail, and 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 objectives and tasks stipulated in the preface. When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations plans, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.
writing an advertising plan is generally short. Avoid verbosity. Be brief, general and classified, delete all redundant words, try to avoid repeating the same concept again and again, and strive to be concise, easy to read and understand. Don't use many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions they 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, the advertising plan should not exceed 2 thousand words. If the space is too long, charts and related explanatory materials can be solved by appendix. In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts are specially listed to form a relatively independent copy. Then it will be described separately.
The soul of paper net's advertising is planning creativity, and the creativity of advertising copy is the core of modern advertising creativity and the symbol of the success or failure of advertising design. The creation of a successful advertising work is to materialize the advertising creativity and show it through copywriting, so as to achieve the best communication effect. This paper expounds the creative theme, creative image and creative style of the advertising work.
keyword advertising creativity; Creative theme; Creative image; Creative style
The soul of advertising is planning creativity, and the creativity of advertising copy is the core of modern advertising creativity. It is a sign of the success or failure of advertising design, and it is also one of the most important and weak links in the current research of advertising circles in China.
Creativity is to create new artistic conception, ideas and images. It has two meanings: first, it has innovative consciousness, thoughts and ideas, and second, it refers to creative thinking activities that establish and express themes.
For a long time, advertisers have been admiring creativity, saying that "creativity is unspeakable" and so on. Actually, creativity is not mysterious. It is the result of accumulated information of advertisers for a long time. It is a psychological process in which members of creative groups trigger and enlighten each other, and suddenly generate becomes inspired in the mind of a creative thinker. This process is from scratch, from hazy to clear, from perceptual to rational ... It is accumulated by various knowledge and experiences in advertisers' brains, and it is made through a series of hard mental processes that are invisible and intangible. It is said that He Qinghui, a senior advertiser in Taiwan Province, tried to associate with "baby" before creating the advertisement of "nipple and condom", such as diapers, baby food, children's toys, rocking beds, injections, taking medicine, crying, etc., in order to express the advertising theme of family planning. Although he thought hard, it was difficult to achieve the ideal effect. On one occasion, when he accidentally flipped through a magazine, he had a whim and inspiration, so this classic work was "born". It is true that every idea is a hard and complicated mental journey, which requires advertisers to think hard and not beg for inspiration.
The production process of advertising creativity is the conception process, through which new ideas and artistic conception are created, and it is a creative thinking activity to establish and express the theme in the whole process of advertising planning. Successful creativity can make the content and form of advertising works harmonious and unified, which is refreshing and has strong appeal and appeal. This requires getting rid of the old ideological shackles in advertising creativity and creating new artistic conception to express the theme through three-dimensional thinking and systematic thinking.
the writing of advertising copy is based on creative activities, which embodies creativity through language and words. In the process of expressing advertising creativity, the copywriter's understanding and grasp of creativity and his ability to express creativity will directly affect the realization of advertising effect. Here, it is even more necessary for the copywriter to conduct in-depth and meticulous investigation and research on goods and consumers, and further improve and deepen creativity with his own unique understanding. When david ogilvy, an advertising master, wrote a copy for the new Ross-Royce car, he changed several drafts and drew up 26 titles. Finally, he created a classic masterpiece with unique ideas and rhetoric: "When the speed is 6 miles per hour, the loudest noise of the new Ross-Royce car comes from the electronic clock on the car." The purpose of advertising creativity is to attract consumers' attention and make them take buying action. What really determines whether consumers buy or not is the content in advertising creativity, not the form.
advertising copywriting refers to the copywriter's choice of advertising materials, arrangement of advertising structure, refinement of the theme of advertising works, and the use of refined language to express the theme and creativity of advertising.
the process of advertising creative expression in advertising copy is the process of materializing the theme factors, image factors and innovation factors contained in advertising creative. The theme factor of creativity will be transformed into the actual appeal point in the copy, the image factor will be transformed into the concrete expression form of the copy, and the innovation factor will be transformed into the aesthetic style of the copy.
first, the creative theme of advertising works
The advertising theme is the central idea of advertising, which is to convey sales information to consumers, inform them of product knowledge and brand characteristics, so as to arouse their interest and goodwill, persuade them to change or establish their consumption concepts, stimulate their desire to buy, and then promote their purchase actions. Therefore, the advertising theme "what to say" is very important-a clear idea or idea must be spread with a unique appeal focus.
The advertising theme runs through the advertisement like a red line, which makes all the elements of the advertisement organically combined into a complete advertising work. The advertising theme determines the creativity of the advertising copy and the overall communication effect. The writing of the copy should focus on the theme, choose materials, plan the layout of the article, choose words and make sentences, and show the advertising theme incisively and vividly through artistic means. For example, in an advertisement copy of Russian newspaper Izvestia, the focus of the copy is "subscription fee". In order to persuade the audience to subscribe to the newspaper, the copy chooses two materials: one is to explain why the subscription fee has increased, and the other is to list the detailed examples in life, using contrast methods to vividly show the relationship and interests between subscription fee and newspaper subscribers, so that the target audience can specifically experience and understand the visible and invisible interests, thus Please enjoy-
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ii. image expression in advertising works
the image expression of advertising copy in advertising works refers to people, things and their activities appearing in advertising works. Consumers mainly form their impressions of products through the information, image and style provided by advertisements, and highlight the image elements in advertising works, which is one of the keys for advertising copywriting to seize consumers. Therefore, advertising creativity should conceive the abstract intention of the advertising theme into a concrete and vivid artistic image so that consumers can appreciate and accept it.
Please look at the McDonald's "Baby" TV advertisement, which won the gold medal in Cannes Advertising Festival. At the beginning of the advertisement, the TV picture shows a lovely baby lying in the cradle, crying and laughing for a while-when the cradle swings up, the baby laughs, and when it swings down, the baby cries. Then the picture reveals the McDonald's sign "M" from the perspective of the baby. Oh, it turns out that the baby laughs happily when he sees the McDonald's sign, but cries sadly when the cradle swings down and can't see the McDonald's sign. After the answer is obtained, the picture is fixed on the golden signboard of McDonald's, supplemented by "HAVE YOU HAD YOUR BREAD?" Words.
The success of this advertisement lies in its ingenious design, which directly benefits from the image thinking in the copy. The author has created a lively and lovely baby image for consumers. The image of this baby looking at the dramatic expression of McDonald's signboard fully expresses the main idea of the advertisement, "McDonald's is a brand that even suckling children love very much", not to mention others? The prominence of image elements has left rich associations for consumers, aroused consumers' appetite and produced strong publicity. Weller, a contemporary American sales expert, has a famous saying: "Don't sell steak, sell the sizzling sound when you cook it." He believes: "If product advertisements simply introduce products to consumers, it is difficult to attract consumers. Advertising should give it a vivid and beautiful impression when introducing or enjoying this product-if this image is unique, the effect will be better. " This is the case with McDonald's Baby.
Another example is the public service advertisement work "Nipple and Condom" mentioned earlier, which is even more remarkable. Promoting family planning is a thorny issue, which is embarrassing to make clear, but confusing to make clear. There is nothing on the advertising screen of "nipple and condom" except a condom head and a baby nipple, and there is only one concise sentence in the copy: "Be more careful and less worried." This image is full of flavor, "the words are near and far-reaching, and the words are shallow and profound", which perfectly expresses the serious advertising theme through fun, and its persuasiveness and creativity are unprecedented. No wonder this advertising work won two international awards, namely "Cannes Advertising Golden Lion Award" and "new york Creole Advertising Golden Award".
third, the expression of creative style of advertising works
the style of advertising works refers to the overall characteristics and style of advertising works in the unity of content and form. Different advertising ideas will give different styles, advertising