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 formalization of advertising planning operation and also show the attitude of being responsible for 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;
6? 1 Overall economic situation
6? The overall consumption of 1
6? 1 industrial development policy
(2) the political and legal background of the market:
6? 1 Are there any favorable or unfavorable political factors that may affect the product market?
6? 1 Are there any favorable or unfavorable legal factors that may affect the sales and advertising of products?
(3) the cultural background of the market
6? 1 Is there any conflict between the product of the enterprise and the cultural background of the target market?
6? 1 Do consumers in the market reject products because they don't conform to their culture?
2. Micro-constraints in the marketing environment.
6? 1 Relationship between suppliers and enterprises in enterprises
6? 1 Relationship between product marketing agency and enterprise
3. Market overview.
(1) Market size:
6? 1 total market sales
6? 1 Maximum sales volume that the market can accommodate.
6? Total number of consumers in 1
6? 1 total consumer purchases
6? 1 Changes of the above elements in the past period
6? Future market size trend of 1
(2) the composition of the market:
6? 1 constitutes the brand of the main products in this market.
6? 1 Market share of each brand
6? 1 Leading brand in the market
6? 1 What brand is competing with this brand?
6? 1 What is the changing trend of market composition in the future?
(3) the characteristics of the market structure:
6? 1 Is the market seasonal?
6? 1 Is it temporary?
6? 1 Are there any 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.
6? 1 existing consumption fashion
6? 1 Features of such products consumed by various consumers
2. Analysis of existing consumers.
(1) Composition of existing consumer groups:
6? 1 Total number of existing consumers
6? 1 Age of existing consumers
6? 1 Occupy existing consumers
6? 1 Income of existing consumers
6? 1 Education level of existing consumers
6? Distribution of existing consumers of 1
(2) The consumption behavior of existing consumers:
6? 1 purchase motivation
6? 1 purchase time
6? 1 purchase frequency
6? 1 quantity purchased
6? 1 place of purchase
(3) The attitude of existing consumers:
6? 1 Love of products
6? 1 Preference for this brand
6? 1 Awareness of the brand
6? 1 Named purchase degree of brand
6? Satisfaction after use 1
6? 1 unsatisfied demand
3. Potential consumers.
(1) Characteristics of potential consumers:
6? Total 1
6? 1 age
6? 1 occupation
6? 1 revenue
6? 1 education level
(2) The current purchase behavior of potential consumers:
6? 1 What brand of products do you want to buy now?
6? 1 What's your attitude towards these products?
6? 1 Do you have a new purchase plan?
6? 1 Is it possible to change the brand you plan to buy?
(3) Possibility of potential consumers being attracted by the brand:
6? 1 What is the attitude of potential consumers towards this brand?
6? How satisfied are the needs of potential consumers of 1?
4. Consumer analysis summary.
6? 1 Opportunities and threats
6? Advantages and disadvantages of 1
6? 1 Important issues
(2) Potential consumers:
6? 1 Opportunities and threats
6? Advantages and disadvantages of 1
6? 1 main problem points
(3) Target consumers:
6? 1 Characteristics of target consumer groups
6? 1 * * same demand of target consumer groups
6? 1 How to meet their needs?
Third, product analysis.
1, product feature analysis.
(1) product performance:
6? 1 What are the characteristics of the product?
6? 1 What is the most outstanding performance of the product?
6? 1 Does the product have the best performance for consumers?
6? 1 What features of the product can't meet the needs of consumers?
(2) Product quality:
6? 1 Is the product of high quality?
6? 1 How satisfied are consumers with product quality?
6? Can the product quality of 1 be maintained?
6? 1 Is it possible to improve product quality?
(3) the price of the product:
6? 1 What is the price level of the product among similar products?
6? How does the price of 1 match the quality of the product?
6? 1 How do consumers know the price of products?
(4) Material of the product:
6? 1 What are the main raw materials of the product?
6? 1 Is there anything special about the material of the product?
6? 1 How do consumers know about product materials?