Copywriting comes from the advertising industry and is the abbreviation of "advertising copywriting", which is translated by the copywriter. Refers to the form of expressing the content of advertising information in words. Planning is the foundation and framework of the advertising system, and copywriting is a link in advertising and a creative part of words. The early stage of planning can involve a series of complicated processes such as market investigation, analysis and refining, and determine the creative direction of subsequent plane and copy. The following is an example of advertising copy planning that I have compiled. Please refer to.

one

preface

Our company has been acting as an agent for advertising fluttering shampoo products for nearly two years. In the past two years, our company has been actively planning the marketing and advertising strategies of this series of products with a serious and dedicated attitude. In addition to striving for success in advertising, we have been cooperating with companies with prosperous business to promote product sales.

Our company acts as an agent for shampoo advertising. 1999 in the first year, advertising focused on fluttering soap, which made immeasurable contributions to the expansion of product popularity and the deepening of impression. Therefore, this advertisement won the Golden Bridge Award for Advertising sponsored by Economic Daily [the second place in the "Best Creative Award"]. In the second year of XX, in line with your company's business policy, fluttering shampoo was the main advertising product in the first half of the year, emphasizing that dandruff can not be ignored, that is, taking action. We chose the topic of "choosing a good shampoo to deal with dandruff" to educate consumers on the concept and method of choosing shampoo correctly, and also received good results, and won the "winning prize" for the best creativity in advertising sponsored by Life Daily.

However, according to the analysis, although the shampoo market is large, it is not easy to gain a higher market share because of the numerous competing brands and large advertising investment. Our company suggests that the sales and advertising demands in the coming year should focus on the advertising investment of named purchase and connection 1999 and XX, with the emphasis on fluttering shampoo. The following is the advertising plan of XX-year fluttering shampoo made by our company according to various factors of market and consumer psychology, which is still correct.

Second, advertising goods.

Guangdong Piaopiao shampoo company-Piaopiao shampoo

Third, the purpose of advertising.

1, promote named purchase

2, strengthen the characteristics of goods.

3. Associate the advertisement of' 99 with that of XX.

4. The influence degree of communication: unknown-well-known-understanding-convincing-action.

4. Advertising period

June XX to June XX

5. Advertising area

Cities are the main areas of China.

6. Advertising target

All residential users

Seven planning concepts

1. Two changes in market size:

A: The change of quantity-changes with the natural increase or decrease of population.

B: qualitative change-changes in social forms, values and cultural standards as agriculture enters industrial areas.

In these two changes, the same type of goods will suffer the same impact, that is, it is both intense and uniform, and the changes are mostly gradual, not controlled by a single brand power.

The promotion of the old market share will impact the markets of other brands.

3. Increase the frequency of use and purchase

As far as fluttering shampoo is concerned, because it belongs to cosmetics and daily necessities, it belongs to personalized goods, which is different from some goods that will lead to impulse purchase. Therefore, it is very difficult to "develop new markets", so we have to increase new markets by mutual notification of old markets, and the market expanded by changes in the quality and quantity of the market itself cannot be monopolized.

In terms of "increasing the frequency of use and purchase", the purchase rate of shampoo daily necessities is very high, but there are too many brands, which can not be conducive to the improvement of overall performance. Therefore, what really makes us exert ourselves is to "increase the old market share", and how to attack other brands' markets, so that their consumers can change brands and buy our brands by name. This is the goal of our future advertising promotion. This goal can be divided into:

1, prompting consumers to buy Piao Piao by name.

2. Encourage shampoo shop owners to actively recommend fluttering.

Eight advertising strategies

For consumers—

1. Use different media to make effective demands on consumers at all levels.

2. Make stickers and stick them on taxis, chairs in public offices, telephones in public offices or company line numbers to remind consumers at any time and place, so as to make up for the shortage of mass media, which has public welfare and public relations functions.

Make small calendar cards and distribute them to people from all walks of life before New Year's Day. For example, it can be placed in the shampoo shop and service desk in the downtown area for people to take at will, or it can be sandwiched in the magazine page and given to readers.

Advertising company planning copywriting II

Everyone will consciously or unconsciously accept the baptism of advertising in daily life, and then consciously or unconsciously buy and use the products and services in advertising. This is what every manufacturer wants, and it is also the original intention of their advertising.

Advertising media in today's society can be roughly divided into: TV media, broadcast media, newspaper media, website media, outdoor advertising media, and the latest Internet cafe desktop media.

So, what kind of media has the highest cost performance? Let's do an analysis.

First of all, let's have a general understanding of the propaganda methods of various media:

Television media:

Advantages: directly inserting advertisements in TV series is a way to force the audience to accept it. In order to watch their favorite programs completely, viewers have to browse the inserted advertisements. Secondly, because children are easy to accept colorful and rapidly changing things in the process of ignorant growth, TV advertisements are more easily accepted by children. This is the genius of TV advertising, and it is also the main reason why they have many customers and big profits.

Disadvantages: With the development of the Internet and the change of young people's lifestyles, the advantages of TV advertisements are decreasing. In recent months, more and more young people have begun to accept fast food culture, and the audience of long TV series is gradually decreasing. Young people gradually master the broadcast time of TV advertisements because of their quick thinking, and often change channels during the broadcast time to avoid the impact of advertisements.

There is no need to analyze broadcast media and outdoor advertisements. Think about how many radio advertisements you recite and how many roadside advertisements you recite.

As for the advertisements in newspapers and periodicals, I believe that only those who are idle or looking for a job will deliberately browse the advertisements. The publicity effect can be imagined.

As for the advertisements on the website, I believe many people will set up software on their computers to directly cover them up. Too many advertisements on the website will directly affect the psychology of the audience, thus reducing the competitiveness of its website.

Secondly, we generally rank the advertising expenses of the above media from high to low, and the audience distribution is basically consistent with the expense ranking:

Television media-outdoor advertising-website media-newspaper media-broadcast media

Finally, let's take a look at the latest Internet cafe desktop media.

Advantages of desktop advertising

1, the target audience is highly targeted.

The audience of Internet cafe media is mainly the younger generation, mostly college students and white-collar workers with certain economic income. Its main characteristics are that the consumption concepts and values tend to be unified, the pursuit of fashion, the concentration of consumption power and the strong desire for consumption are defined in the category of perceptual consumption rather than rational consumption groups. Choosing advertisements in Internet cafes can help you directly target the most likely potential users.

2. Effective advertising rate 100%.

The advertising space on the computer screen of Internet cafes is set on the basis of fully investigating the Internet environment and netizens' habits. The computer shows that the advertising interface is accessed by netizens.

The current interface is preset after logging in, and any netizen, whether chatting online or playing games, can see 100% customer advertisements on the computer display screen.

The audience is even more.

The target audience is very large. According to the sampling survey of Internet cafes in large and medium-sized cities all over the country, according to statistics, the number of people using computers in each Internet cafe is 4-6 every day, with an increase of about 30% on holidays and weekends. Ten thousand computers in Internet cafes have 40,000-60,000 users every day, and the cumulative number of users in one month is 6.5438+20,000-65438+08,000 person-times, which means that the audience of Internet cafe advertisements is 6.5438+20,000-65438+08,000 person-times/month, which is unmatched by any professional media at present.

4. More effective advertising memory is mandatory, repetitive and anti-jamming.

When we make advertising pictures, we require that only three or four advertisements of different brands can be published on a desktop at the same time, so that the interference between brands is low and it is more conducive to the spread of advertising information; Internet cafe advertisements are inevitably displayed on desktops and browsers after Internet surfers log on to the network, forcing Internet surfers to accept advertising information. Through the combination of the above two factors, the target audience will eventually have an effective advertising memory.

5. All-weather publicity media

At present, the business hours of Internet cafes are from 8 am to 12 am. In fact, most Internet cafes are open 24 hours a day, and the Internet cafe media has become a veritable all-weather media.

6. The way of advertising is more flexible.

Customers can arrange the scope and area of delivery according to specific conditions and needs to ensure the flexibility of delivery to the maximum extent. Advertisements can adopt all forms of online advertisements; And ensure that the advertisement will be released within a short time after the contract is signed, and updated in real time according to the customer's requirements to ensure the timeliness and effectiveness of the advertisement release.

7. The evaluation of delivery effect is more realistic.

We will provide detailed information of Internet cafes, the name of Internet cafes, the number of terminal computers, etc. For each customer's Internet cafe, let customers have a very real and accurate control over the advertising scope and the number of people covered. The way of setting the advertising space on the display screen makes the advertising release more intuitive and effective, and combining with network technology, the advertising effect can be analyzed and evaluated in time and effectively.

8, the visual impact is super strong

Exquisite wide advertising pictures and detailed text descriptions have close visual contact with the target audience, have strong impact, can fully display the brand image and product characteristics, and leave a very deep impression on the audience. In addition, you can make full use of multimedia and hypertext files to set up various forms, so that the audience can know more about the product information they are interested in and let consumers experience the products, services and brands personally. This kind of multi-sensory information is transmitted in the form of pictures, words, sounds and images, which makes consumers feel the goods or services as if they are immersive, and can book, trade and settle accounts online, which will greatly enhance the effect of online advertising.

9. Ultra-low cost advertising investment per thousand people

Internet cafe computer desktop standard quotation 18 yuan/Taiwan/month, assuming a computer is average.

There are 5 people using it every day, and each person returns to the desktop 4 times during the use, so the average cost per person per day for customers to put the computer desktop in the Internet cafe = 18 yuan/Taiwan/month ÷30 days ÷5 people ÷4 times =0.03 yuan. According to the advertising quotations of other media at this stage, it can be calculated that customers have placed 1 30-second advertisements on the economic channel of Beijing TV Station, and can continuously place 1 month desktop advertisements in Internet cafes on XX computers; Customers can put 1 full-page advertisements in Beijing Evening News and 1 monthly Internet cafe desktop advertisements on 25,000 computers. Customers can put advertisements on Sina.com 1 month, and put Internet bar desktop advertisements on XX20 computer for the same period 1 month. Customers put in 1 large outdoor advertisements 1 month, and desktop advertisements of Internet cafes can be put on 19000 computers at the same time.

10, measurable audience

What is the actual arrival rate of an advertisement? This is probably what advertisers are most concerned about, and it is also a proof of whether the advertisement is effective. However, traditional outdoor advertising, television, newspapers and other media are faced with huge group mobility and cannot accurately count the number of audiences. Internet cafe advertising platform has a perfect and scientific monitoring system, which can accurately measure the arrival rate of advertisements, which is unmatched by other traditional advertising media.

1 1, product direct sales

Internet cafe desktop advertising itself is an advertising carrier and platform, but also a product bearing counter. Here, enterprises can make full use of the space of internet cafes to carry out three-dimensional publicity and product display, and the target audience can not only see advertisements, but also experience products personally, which all traditional media can't do. It can be said that Internet cafes are specialty stores. While promoting products, you can also sell products, which can be described as "two-pronged", and the advertising effect is naturally higher than that of traditional media.