According to the main points of advertising planning, referring to the general mode of marketing planning and the format of advertising planning summarized by many advertising planners in practice, we provide readers with the following general mode of advertising planning content and structure:

Cover:

A complete advertising planning text should include a cover with exquisite layout and complete elements, giving reporters a good first impression.

List of advertising planning teams:

Providing a list of advertising planning groups in the planning text can show advertisers the degree of regularization of advertising planning operation and also show a responsible attitude towards the planning results.

Directory:

In the catalogue of advertising plans, the titles of all parts of the advertising plan should be listed, and if necessary, concise charts should be used to reflect the links of all parts. On the one hand, the planning text can be formally standardized, on the other hand, readers can easily find what they want to read according to the catalogue.

Foreword:

In the preface, we should outline the purpose, process, main methods and main contents of advertising planning, so that advertisers can have a general understanding of advertising planning.

Text:

Part one: Market analysis.

This part should include all the market analysis results in the process of advertising planning, and provide convincing basis for the subsequent advertising strategy part.

First, the marketing environment analysis

1. Macro restrictive factors of enterprise marketing environment.

(1) The macro-economic situation of the area where the target market of the enterprise is located;

Overall economic situation

Overall consumption situation

Industrial development policy

(2) the political and legal background of the market:

Are there any favorable or unfavorable political factors that may affect the market of products?

Are there any favorable or unfavorable legal factors that may affect the sales and advertising of products?

(3) the cultural background of the market

Is there any conflict between the product of the enterprise and the cultural background of the target market?

Will consumers in this market reject products because they don't conform to their culture?

2. Micro-constraints in the marketing environment.

The relationship between enterprises and enterprise suppliers

Relationship between product marketing middlemen and enterprises

3. Market overview.

(1) Market size:

Sales of the whole market

The maximum sales volume that the market can accommodate.

Total consumption

Total purchase by consumers

Changes of the above elements in the past period

Future market scale trend

(2) the composition of the market:

The brands of the main products that make up this market.

Market share occupied by various brands

The dominant brand in the market.

What is the brand that competes with this brand?

What is the changing trend of future market composition?

(3) the characteristics of the market structure:

Is the market seasonal?

Is it temporary?

Are there any other outstanding features?

4. Analysis and summary of marketing environment.

(1) Opportunities and threats

(2) Advantages and disadvantages

(3) Key issues

Second, consumer analysis.

1, the overall consumption of consumers.

Existing consumption fashion

Characteristics of products consumed by different consumers.

2. Analysis of existing consumers.

(1) Composition of existing consumer groups:

Total number of existing consumers

Age of existing consumers

Occupation of existing consumers

Income of existing consumers

Education level of existing consumers

Distribution of existing consumers

(2) The consumption behavior of existing consumers:

purchase motivation

time buying

purchase frequency

Purchase quantity

Place of purchase

(3) The attitude of existing consumers:

How much do you like this product?

Degree of preference for the brand

Brand awareness and brand name purchase.

Satisfaction after use

Unmet demand

3. Potential consumers.

(1) Characteristics of potential consumers:

gross capacity

Age occupation

income

level of education

(2) The current purchase behavior of potential consumers:

What brand of products do you buy now?

What's your attitude towards these products?

Do you have any new purchase plans?

Is it possible to change the brand you are going to buy?

(3) Possibility of potential consumers being attracted by the brand:

What is the attitude of potential consumers towards this brand?

How satisfied are the needs of potential consumers?

4. Consumer analysis summary.

Opportunities and threats

merits and demerits

An important question

(2) Potential consumers:

Opportunities and threats

merits and demerits

Main problem points

(3) Target consumers:

Characteristics of target consumer groups

* * * The needs of the target consumer groups are the same.

How to meet their needs?

Third, product analysis.

1, product feature analysis.

(1) product performance:

What is the performance of the product?

What is the most outstanding performance of the product?

What is the performance of the product that best meets the needs of consumers?

What performance of the product can't meet the needs of consumers?

(2) Product quality:

Is the product of high quality?

How satisfied are consumers with product quality?

Can the product quality be maintained?

Is it possible to continue to improve product quality?

(3) the price of the product:

What is the price level of this product among similar products?

What is the matching degree between product price and product quality?

How do consumers know the price of products?

(4) Material of the product:

What are the main raw materials of the product?

Is there anything special about the material of the product?

How do consumers know about product materials?

(5) Production process:

What kind of process is the product produced?

Is there anything special in the production process?

Do consumers like the products produced by this process?

(6) Appearance and packaging of products:

Is the appearance and packaging of the product commensurate with the quality, price and image of the product?

Is the appearance and package of the product defective?

Is the appearance and packaging eye-catching among similar products on the shelves?

Are the appearance and packaging attractive to consumers?

How do consumers evaluate the appearance and packaging of products?

(7) Comparison with similar products:

What are the performance advantages? What are the disadvantages?

What's the price advantage? What are the disadvantages?

What are the advantages in materials? What are the disadvantages?

What are the technical advantages? What are the disadvantages?

What are the advantages in consumers' cognition and purchase? What are the disadvantages?

2. Product life cycle analysis.

(1) Main symbols of product life cycle

(2) What kind of life cycle is the product in?

(3) Enterprise's cognition of product life cycle

3. Brand image analysis of products.

(1) Image given to products by enterprises

Does the enterprise consider the product image?

What is the image of the enterprise for product design?

Is there anything unreasonable about the image designed by enterprises for products?

Does the enterprise convey the product image to consumers?

(2) Consumers' cognition of product image:

What do consumers think of product image?

Does the image perceived by consumers conform to the image set by enterprises?

What are consumers' expectations of product image?

Is there a problem with the product image in consumers' cognition?

4. Product positioning analysis.

(1) Expected positioning of the product:

Do enterprises have any ideas about product positioning?

What is the enterprise's vision for product positioning?

Is there anything unreasonable about the positioning of products by enterprises?

Does the enterprise convey the product positioning to consumers?

(2) Consumers' cognition of product positioning:

What do consumers think about product positioning?

Is the positioning of consumers' cognition consistent with the positioning set by enterprises?

What expectations do consumers have for product positioning?

Is there a problem with product positioning in consumer cognition?

(3) the effect of product positioning:

Has the positioning of the product achieved the expected effect?

Is product positioning difficult in marketing?

5. Product analysis summary.

(1) product features:

Opportunities and threats

merits and demerits

Main problem points

(2) product life cycle

Opportunities and threats

merits and demerits

Main problem points

(3) the image of the product:

Opportunities and threats

merits and demerits

Main problem points

(4) product positioning:

Opportunities and threats

merits and demerits

Main problem points

(4) product positioning:

Opportunities and threats

merits and demerits

Main problem points

Fourthly, the competition analysis between enterprises and competitors.

1, the position of enterprises in the competition.

market share

Consumer consciousness

Enterprise's own resources and goals

2. The competitors of the enterprise.

Who are the main competitors?

Basic information of competitors

Advantages and disadvantages of competitors

Competitor's strategy

3. Comparison between enterprises and competitors.

Opportunities and threats

merits and demerits

Main problem points

Five, enterprise and competitor's advertising analysis

1. Overview of past advertising activities of enterprises and competitors.

Development time

The purpose of development

input cost

main content

2. The past target marketing strategies of enterprises and competitors.

What is the target market of advertising activities? What are the characteristics of the target market?

What is reasonable?

What do you mean unreasonable?

3. Product positioning strategies of enterprises and competitors.

4. The advertising appeal strategies of enterprises and competitors in the past.

Who is the object of appeal?

What is the focus of the appeal?

What is the way of appeal?

5. The past advertising performance strategies of enterprises and competitors. What is the theme of the advertisement and what is reasonable? No, what's unreasonable?

What are the creativity and advantages of advertising? What are the disadvantages?

6. Previous advertising media strategies of enterprises and competitors.

What is media mix and what is reasonable? What do you mean unreasonable?

What is the frequency of advertising and what are the advantages? What are the disadvantages?

7. Advertising effect.

What effect does advertising have on consumer cognition?

What role does advertising play in changing consumers' attitudes?

What effect does advertising have on consumer behavior?

What is the role of advertising in direct promotion?

How effective is advertising in other aspects?

What are the benefits of advertising investment?

8. summary.

The advantages of competitors in advertising

Enterprise's own advertising advantages

The content that enterprises should continue to maintain in pre-advertising

Outstanding disadvantages of enterprises' previous advertisements

The second part: advertising strategy.

First, the goal of advertising

1, the target proposed by the enterprise.

2, according to the market situation can achieve the goal.

3. Expression of advertising objectives.

Second, the target market strategy

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

(1) The market that the enterprise originally faced:

Characteristics of the market

The size of the market

(2) Evaluation of the original market view of the enterprise:

Opportunities and threats

merits and demerits

Main problem points

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 segments for enterprises:

3. The target market strategy of the enterprise.

(1) Target market selection basis:

(2) Target market selection strategy:

Third, product positioning strategy.

1. Analysis and evaluation of enterprise's pre-positioning strategy.

(1) past product positioning: (2) positioning effect:

(3) Evaluation of the previous positioning:

2. Product positioning strategy.

(1) Necessity of new product positioning:

From the perspective of consumer demand

From the point of view of product competition

Judging from the marketing effect

(2) Description of product positioning:

(3) Basis and advantages of the new positioning:

Fourth, advertising appeal strategy.

1, the target of the advertisement.

(1) 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 object of appeal;

(2) Analysis of all advertising information:

(3) Expression of the focus of advertising appeal:

3. Appeal methods and strategies.

(1) Expression of complaint mode

(2) the basis of the appeal method:

Five, advertising performance strategy

1, advertising theme strategy.

(1) Description of advertising theme:

(2) The basis of advertising theme:

2. Advertising creative strategy.

(1) The core content of advertising creativity:

(2) Description of advertising creativity:

3. Other contents of advertising performance.

(1) advertising style:

(2) Advertising performance of various media:

(3) advertising materials:

Six, advertising media strategy

1, the overall expression of media strategy:

2, the media area:

3. Type of media:

4. Selection of media:

The basis of media selection

The main medium of choice

Introduction of selected media

5. Media combination strategy:

6, advertising timing strategy:

7, advertising frequency strategy:

Part III: Advertising planning.

First, the advertising target

Second, advertising time.

Start time of each target market

The end time of the advertising campaign

The duration of the advertising campaign

Third, the target market of advertising.

Fourth, the goal of advertising.

Five, the focus of advertising appeal

Sixth, advertising performance.

1, the theme of the advertisement:

2. Advertising creativity:

3, media advertising performance:

Art of binding and design

Official documents and letters

TV commercial split-shot script

4, media advertising specification:

5, media advertising requirements:

Seven, advertising planning

1, advertising media:

2, the media advertising specification:

3, advertising media release schedule:

Eight, other activities plan

1. Promotion plan:

2, the public * * * relationship activity plan:

3. Other activities plan:

IX. Advertising Budget

1. Creative expenses for advertising planning:

2, advertising design costs:

3, advertising production costs:

4. Advertising media expenses:

5. Requirements for other activities:

6. Mobile expenses:

7. Total cost:

The fourth part: the effect prediction and monitoring of advertising activities.

First, the prediction of advertising effect

1, advertising theme test:

2, advertising creativity test:

3, advertising copy test:

4, advertising works test:

Second, the monitoring of advertising effect.

1, advertising media release monitoring:

2. Determination 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 survey questionnaire.

2, the market survey interview outline.

3. Market research report.