Model advertising campaign planning scheme (1) Introduction
With the development of China's economy, there are more and more new small and medium-sized enterprises. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.
Second, the market analysis
(A) Analysis of the operating conditions of enterprises
Through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to seek further development, the company must increase its business expansion, further publicize its brand and improve its popularity.
(2) product analysis
The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and house purchase guarantee for small and medium-sized enterprises. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.
(3) Market analysis
In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), and the initial capital chain of enterprises is incomplete. Small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.
Consumer research
Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.
Third, advertising strategy.
1, obey the company's overall publicity strategy, establish the product image, and pay attention to establish the company image at the same time.
2, long-term, in the necessary time to launch a consistent advertising campaign.
3, extensive, choose a variety of publicity methods and pay attention to the good publicity methods.
4. Seize the opportunity and be flexible.
Fourth, advertising strategy.
Online publicity
Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, a group of network promoters can be used to promote in the major forums that enterprises pay attention to.
(B) TV media publicity
Advertising in our county TV station. The form is flexible.
(1) Do ordinary advertisements in prime time, and play them circularly.
(2) Business leaders participate in TV programs to promote corporate culture.
(3) Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.
(3) Paper media publicity
Publish articles in newspapers and business magazines in our county.
Ask the reporter to make a special report.
Entity advertisement
Physical advertising is divided into two parts:
① Design publicity color pages and distribute them to small and medium-sized enterprises in our county. The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable.
(2) Street advertising space promotion and electronic screen promotion.
Fourth, advertising budget.
(Fill in according to the actual situation)
Five, advertising effect prediction
Be able to determine the advertising effect through questionnaires, symposiums, etc. From time to time, so as to modify the advertising plan at any time.
Model advertising campaign planning scheme (II) I. Background of the campaign
In the 2 1 century, with abundant talents and increasingly severe employment situation, good creativity, as the key to self-improvement and promotion, has been paid more and more attention. As a contemporary college student, besides having solid professional knowledge, good advertising planning ability is also indispensable. Undoubtedly, the learning activity of advertising creativity (theory) is a good way to cultivate students' advertising planning ability and enhance advertising creative thinking and innovative thinking. Holding this activity will play an important role in promoting students' creative thinking in advertising and improving their comprehensive quality.
Second, the theme of the event
"Cultivate advertising appreciation ability, improve advertising creative thinking ability, learn to find business opportunities from ordinary life, and learn to capture the details of life."
Three. Time and place of activity
Time: 7: 00-9: 00 pm on February 12.
Venue: xx lecture hall
Four. organizer
Association Federation, Entrepreneurship Association, xx College Youth League Committee, Student Union
Verb (abbreviation for verb) target audience
Key members of the Association, students of xx College, members of the Law Society, all members of the Entrepreneurship Association, and college students interested in creative advertising and entrepreneurship.
Activity mode of intransitive verbs
This activity is mainly to enjoy advertising videos. During the activity, Sina's concept of meager profit interaction will be used for the first time to open the interactive link at the event site and boost the atmosphere at the scene. Advertising video will analyze the essence and soul of advertising from eight aspects: creativity, spoof, emotion, public welfare, classic love, star effect, brand advertising and visual effect of game advertising.
Seven. The specific process of the activity
1, the host xx introduced the guests, background, theme and methods of tonight's event.
2. xx, President of Entrepreneurship Association, made an opening speech.
3. Speech by xx, President of Law School Student Union.
4. Speech by xx, Vice Chairman of the School Student Union and Executive Director of HKCSS.
5. The host xx briefly introduces the first link advertisement, and then plays the creative link advertisement and advertisement video to analyze the essence and soul of the advertisement from eight aspects: creativity, spoof, emotion, public welfare, classic love, star effect, brand advertisement and visual effect of game advertisement. Sina's concept of meager profit interaction will encourage viewers to express their feelings through mobile phone short messages after every link of advertisement appreciation for the first time, and after the second link of advertisement appreciation, select several real and representative audience short messages to read and realize on-site interactive communication.
6. In the middle of the advertising video appreciation activities, the learning link of advertising creative pictures is carried out to stimulate the audience's visual experience. (Beautiful posters, banners and pictures of sponsors' activities can be interspersed in the middle)
7. Continue to enjoy the advertising video until the end. Representatives of law schools and entrepreneurial associations comment on creative advertising videos, and put forward their own feelings, opinions and opinions, so that everyone can communicate with each other.
8. Select the short messages that actively participate in the interactive activities tonight, and reward the audience who actively participate in the activities by sampling. And invited the guests that night to present awards to the winning audience.
9. Finally, representatives of audience, China Social Science Federation, Law Society and Entrepreneurship Association made concluding remarks.
Eight. Activity promotion plan
1, activity banners: two, the content is "advertising creativity (theory) learning activities" (hanging in front of the material chemistry building and three dormitory buildings in the headquarters of xx College).
2. Five hand-painted posters were posted in five locations, such as xx canteen, the publicity column opposite the school ATM, and the publicity columns of three and eight dormitory buildings. Color printing posters were posted on the exhibition board and displayed at the intersection of the management building. (Classic advertising creative pictures can be selected for hand-painted and color-printed posters)
3. The promotion time of the event is X month, X day and X day.
Nine. Activity reward setting
Reward the night of the event through the points of the sponsor's goods or coupons.
X. Activity budget
Banner: 4*6*2=48 yuan
Data copying fee: about 12 yuan.
Mineral water: 10 yuan
Event prizes: around 40 yuan.
Sponsorship transportation fee: about 10 yuan.
The estimated cost is about 120 yuan.
Model advertising campaign planning scheme (3) 1. The purpose of network marketing planning
It is necessary to establish a clear view of the goals and objectives to be achieved in marketing planning, as the driving force for the implementation of this planning or to emphasize the significance of its implementation, so as to require all employees to unify their thinking, coordinate their actions, and work together with Qi Xin to ensure the high-quality completion of the planning.
There are many problems in enterprise marketing, but in a word, there are only seven aspects:
At the beginning of the business, there is no systematic network marketing plan, so it is necessary to plan the network marketing plan according to the market characteristics.
With the development of enterprises, the original network marketing scheme has not adapted to the new situation, and it is necessary to redesign a new network marketing planning scheme.
Enterprises need to adjust their network marketing strategies accordingly and reform their business direction.
There are serious mistakes in the original enterprise network marketing scheme, which can no longer be used as the enterprise network marketing scheme.
The market situation has changed, and the original network marketing scheme has not adapted to the changed market.
Under the general network marketing scheme, enterprises need to design new phased schemes in different time periods according to market characteristics and market changes.
When launching a new product, design an exclusive network marketing plan for the product.
Second, the analysis of the network marketing environment
1, industry external environment analysis
Analysis of Political Environment and Economic Environment
2. Industry internal environment analysis
Consumer demand analysis, web page analysis
Third, the goal of network marketing
The goal of network marketing is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit goal to be achieved in the process of implementing the network marketing plan: the total sales volume is xx million pieces, the estimated gross profit is xx million yuan, and the market share is xx.
Fourth, the specific network marketing program.
When writing a specific network marketing plan, the following points should be considered:
1, web analytics, mainly including: website traffic analysis, website page analysis, website application technology and design analysis, network marketing basic analysis, website operation analysis, etc.
2. Website optimization, mainly including website structure optimization, webpage label optimization, webpage weight reduction and compression, hyperlink optimization and page content optimization.
3. Website promotion, mainly including: search engine ranking, related link exchange and online advertising.
How to advertise verbs (short for verb)
1) principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2) The implementation steps can be as follows:
(1) product image advertising in the early planning period.
(2) After the sale, timely launch the advertisement of wanted agent.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.
According to the characteristics of each time period in the planning period, write the network marketing plan and launch various specific action plans. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
Model advertising campaign planning scheme (IV) I. Advertising purpose
Let xx bank brand be deeply rooted in people's hearts and become the first choice brand for consumers; In order to establish a good corporate image of xx Bank that cares about social welfare undertakings, establish the reputation of xx Bank and the popularity of xx Bank brand; In order to establish a new marketing concept of xx Bank.
Second, the advertising strategy
The common small advertisements in residential areas are scribbled, which not only pollutes the environment of residential areas, makes residents extremely disgusted, but also seriously affects the process of "creating a city". Therefore, this advertisement entered the community in time, purifying and beautifying the living environment of the community, and also subtly promoting the spiritual and cultural life of residents.
This move is a move by xx Bank to lead public welfare undertakings and create a good image of the enterprise, which will be recognized and praised by the general public.
This is also an excellent government public relations, which has narrowed the distance between xx Bank and the government.
The advertisement is novel and unique, with both public service advertisement and enterprise commercial advertisement, and has a high attention rate, which will create good social and economic benefits for xx Bank.
Therefore, this is a three-satisfaction project with government satisfaction, citizen satisfaction and enterprise satisfaction.
Third, the name of the advertisement.
Community convenience information service column
Fourth, the advertising form.
Installed at the entrance and exit of the gate of each community or on both sides of the street in the community.
Verb (abbreviation for verb) advertising specifications and materials
1.2.4M× 1.2M This specification is made of stainless steel, which is upscale and elegant.
2. 1.0M× 1.5M This specification is a square tube frame, painted and beautifully made.
Sixth, the field of advertising.
There are 8 sub-district offices in downtown xx, including 13 1 community neighborhood committee.
The first batch of key publications were published in more than 50 community neighborhood committees such as xx Community Neighborhood Committee.
Seven, the number of billboards and release time
50 well-regulated communities, each with 2 blocks for one year.
Eight, advertising price
1. stainless steel bulletin board: 2500 yuan/month/year.
2. Housing management billboard: 500 yuan/block/year
The above price includes production, release, daily maintenance and other expenses.