There are two forms of advertising plan.
One is a form. 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 and other promotion strategies. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target. Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used.
The other is an advertising plan described in written language, which is widely used. This kind of advertising plan written in the book is also called advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is not much 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 objectives or demands;
5. Advertising area or complaint area;
6. Advertising strategy;
7. Advertising budget and distribution;
8, advertising effect prediction.
Of course, advertising planning may be different because of the writer's personality or case, but the content is basically the same. Let's briefly describe the thinking problem 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 senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.
2, the market analysis part, generally includes four aspects:
(1) enterprise operation analysis;
(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 prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational 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. How to stimulate consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products. How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.
4. In the part of advertising object or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are advertising objects. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.
5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.
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 concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing 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 choice of media, the required expenses and the price of each broadcast should be listed in detail. 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 goals and tasks specified in the preamble. When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, 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 generally needs to be concise. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions 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, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix. In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy. That's another story.
Paper Network: The soul of 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. A successful creation of advertising works is to materialize 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 advertising works.
Keywords 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 key and weak links in the current research of China advertising industry.
Creativity is to create new artistic conception, ideas and images. It has two meanings: first, it has innovative consciousness, ideas and concepts, and second, it refers to creative thinking activities that establish and express themes.
For a long time, advertisers have been fascinated by creativity and called it "unspeakable". In fact, creativity is not mysterious. It is the result of advertisers' long-term accumulation of information. This is a psychological process, in which members of creative groups inspire and inspire each other and suddenly have inspiration in the minds of creative thinkers. This process is from scratch, from obscurity to clarity, from sensibility to rationality ... it is accumulated by all kinds of knowledge and experience in the advertiser's brain, and it is formed through a series of hard mental processes that are invisible and intangible. It is said that He Qinghui, a senior advertiser in Taiwan Province Province, tried to associate "baby" with diapers, baby food, children's toys, shaking tables, injections, taking medicine and crying before creating an advertisement for "nipple condoms". To express the advertising theme of family planning. Although he thinks hard, it is difficult to achieve the ideal effect. Once, he happened to read a magazine, had a whim and had inspiration, so this classic work was "born". It is true that every idea is a difficult and complicated mental journey, which requires advertisers to think hard and not seek inspiration.
The production process of advertising creativity is a conception process, through which new ideas and artistic conception are generated, and it is a creative thinking activity to establish and express the theme in the whole advertising planning process. 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 through three-dimensional thinking and systematic thinking to express the theme.
The writing of advertising copy is based on creative activities and reflects creativity through language and words. In the process of expressing advertising creativity, the copywriter's understanding and grasp of creativity and the expressive ability of creativity will directly affect the realization of advertising effect. Here, it is even more necessary for copywriters to conduct in-depth and detailed investigation and research on commodities and consumers, and further improve and deepen creativity with their own unique understanding. When david ogilvy, an advertising guru, wrote an advertising copy for the new car of Ross-Royce, he revised several drafts and drafted 26 headlines. Finally, he created a classic with unique thoughts and rhetoric: "At that time, when the speed reached 60 miles per hour, the loudest noise of the new Ross-Royce car came 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 is the content in advertising creativity, not the form.
Advertising copywriting is that copywriters choose advertising materials, arrange advertising structure, refine the theme of advertising works and express advertising themes and creativity in refined language according to the requirements of advertising operation.
The process of advertising copy expressing advertising creativity is the process of materializing the theme factors, image factors and innovation factors contained in advertising creativity. 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
Advertising theme is the central idea of advertising, which conveys sales information to consumers, informs them of product knowledge and brand characteristics, thus arouses consumers' interest and goodwill, persuades consumers to change or establish their consumption concepts, stimulates their desire to buy, and then promotes 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 theme of the advertisement runs through the advertisement like a red line, so that all the elements of the advertisement are organically combined into a complete advertising work. The advertising theme determines the creativity and overall communication effect of the advertising copy. Copywriting should choose materials around the theme, plan the layout of the article, choose words and make sentences, and express the advertising theme incisively and vividly through artistic means. For example, in an advertising copy of the Russian newspaper Izvestia, the focus of the copy is "subscription fee". In order to persuade the audience to subscribe to the newspaper, the copywriter chooses two materials: one is to explain why the subscription fee has risen, and the other is to list detailed cases in life, and use the method of comparison to vividly show the relationship and interests between the subscription fee and newspaper subscribers, so that the target audience can experience and understand the visible and invisible interests, so please enjoy-
Dear readers:
Subscribe to Izvestia from September 1. Unfortunately, subscribers to 199 1 year will have to increase their burden, and the annual subscription fee is 22 rubles and 56 kopecks. Subscription fees have gone up. Under the new situation that the price of paper increases and the labor cost of sales increases, we have no other way out for our newspaper to survive. You have an idea. You have every right to refuse to subscribe to Izvestia, and put the subscription fee of 22 rubles and 56 kopecks where it is urgently needed. The annual subscription fee of Izvestia can be used to buy 924 grams of pork in Moscow market, or 102 grams of beef in Leningrad, or a bottle of good brandy in Chelyabinsk ... There can be many such "OR". But any kind of "or" can only be enjoyed once, and you chose Izvestia-you can enjoy it all year round. That's the way it is, dear reader.
Second, the image expression in advertising works
The image expression of advertising copy in advertising works refers to people, events and their activities in advertising works. Consumers mainly form an impression 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 advertising theme into concrete and vivid artistic images for consumers to appreciate and accept.
Please look at the McDonald's "Baby" TV advertisement that won the gold medal at Cannes Advertising Festival. At the beginning of the advertisement, the TV screen shows a lovely baby lying in the cradle, crying and laughing-when the cradle swings up, the baby laughs, and when it swings down, the baby cries. Then the picture reveals McDonald's logo "M" from the baby's point of view. Oh, it turns out that the baby laughs happily when he sees the McDonald's logo, and cries sadly when the cradle shakes down and can't see the McDonald's logo. After getting the answer, the picture is fixed on the golden signboard of McDonald's, supplemented by "Have you eaten your bread?" Words.
The success of this advertisement lies in its ingenious conception, which directly benefits from the image thinking in the copy. The author created a lively and lovely baby image for consumers. The baby looked at the dramatic expression of McDonald's signboard, which fully expressed the main idea of the advertisement, "McDonald's is a brand that even suckling children love very much", what else? The prominence of image elements has left rich associations for consumers, aroused consumers' appetite and produced strong publicity effects. Weller, a contemporary American sales expert, has a famous saying: "Don't sell steak, what you sell is the sizzling sound when you cook steak." He believes: "If product advertisements simply introduce products to consumers, it is difficult to attract consumers. When advertising introduces or appreciates this product, it should give it a vivid and beautiful impression-if this image is unique, the effect will be better. " This is the case with McDonald's babies.
Another example is the above-mentioned public service advertisement "Nipples and Condoms", which is a remarkable boutique. Carrying out family planning is a thorny issue, which is embarrassing and confusing. There is nothing on the advertising screen of "nipple and condom" except a condom head and a baby nipple. There is only one concise sentence on the copy: "Be more careful and less worried." This image is full of charm, "the words are near and far, and the words are shallow and deep", 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 Gold Award".
Thirdly, it shows the 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, and advertising copy should perfectly express the advertising style associated with creativity.
There are three types of creative styles of advertising copy:
1, rational advertising copy. Rational advertising copy is a way of rational persuasion, presenting facts, reasoning, persuading people and providing consumers with information for analysis and judgment. Copywriting can be positive persuasion, convey the advantages of products and services and the benefits consumers will get, or negative performance, explain the impact or danger of not buying, and urge consumers to think and judge rationally, listen to suggestions and take buying actions. This kind of advertising copy has distinct arguments, conclusive arguments and exquisite argumentation methods. This type of advertising copy is usually used for new products, competitive products or means of production products.
Please enjoy the newspaper advertisement copy of Intel Pentium processor "Let the kernel respond":
An efficient super personal computer must have a high-performance fast processor in order to get the "core" of giving full play to various software functions.
Intel is now the first to show you this scientific and technological achievement, and grandly launch the Pentium processor across the ages. Its operation speed is 8 times that of the old processor, which can reduce the waiting time and greatly improve your work efficiency.
In addition, it can be completely compatible with all kinds of computer software on the market, from the simplest word processor to the complex application of CD-ROM multimedia technology, and it can give full play to the working efficiency of these software, but its price is beyond value.
If you want to finish your work in a flash, your choice must be Pentium processor.
Advertising slogan: Intel Pentium processor gives computer a Mercedes-Benz "core"
This is a famous advertisement made by Intel Corporation, a famous American computer chip manufacturer, in the newspaper. At the beginning of the copy, the judgment was put forward, indicating that personal computers need fast processors, and Pentium processors are eight times faster than the old processors. If you have it, you can finish your work with a flick of your finger, and you can make full use of all kinds of computer software-from the simplest word processor to the complex CD——ROM multimedia technology, and the price is very reasonable. Advertisements thoroughly explain the unique functions of products and their commitment to consumers' interests, which convinces consumers.
Appreciating the print advertising copy of Signer insurance company for 200 years, disasters have followed;
1798 Caribbean shipwreck
1839 new york Wharf Fire
187 1 Chicago fire
1889 Johnston flood
1906 San Francisco earthquake and fire
1938 new England hurricane
1947 tornado in Braskat.
1955 Connecticut flood
197 1 los Angeles earthquake
1980 volcanic eruption in Washington.
1987 tornado in Iowa
1989 hurricane Hu Yi
1989 San Francisco earthquake
Natural and man-made disasters have always been a source of the rise of the insurance industry. Disaster is a harsh reality in life. In the past 200 years, Signer Property Insurance Company has handled the insurance business of thousands of companies. The financial resources and expertise of insurance companies enable them to pay the losses caused by some of the worst disasters in the world and fulfill their commitments. But even the smallest disaster will do great harm to the injured company. Fires, broken pipes and roof collapses, we deal with more incidents than we introduced in 1000 advertisements. We sincerely treat all institutions involved in insurance, and treat them equally.
Unfortunately, disasters are always with us. We don't know where the next disaster will come, nor do we know whether it is big or small. But one thing is clear, where there is disaster, we are there. We compensate for the consequences.
If this copy adopts the conventional positive appeal, only discuss how important it is to participate in insurance. Because people don't know enough about the serious consequences of not participating in insurance, they may not attract the attention of the audience. This kind of copywriting supplements positive demands with negative demands, which directly and concretely shows the cruel reality in life from the beginning, making people feel uneasy, worried and scared. Then, the importance and urgency of participating in insurance are eloquently discussed. This is the persuasiveness, appeal and appeal that the positive appeal is difficult to achieve, and this is also the great value of the success of advertising copy.
2. Emotional advertising copy. Emotional advertising copy is a way of emotional appeal, that is, through emotional teasing or emotional rendering, consumers will have emotional reaction or soul shock, and scream strongly to stimulate their desire to buy and act. It is the main trend of advertising development to seek advertising creativity with emotion as the focus of appeal. For example, the famous American Pepsi Company listed "emotional bond" as one of the six elements of marketing. Mobilizing the creative expression of art with emotion is an effective way to enhance the persuasiveness of advertisements and increase the sales of goods. This kind of advertising copy is often used to promote daily necessities.
Using this kind of advertisement, we should be good at activating the positive emotions associated with the physiological needs of the audience, mobilizing the emotional experience associated with people and society, and restraining or dissolving the negative emotional influence. According to affection, love, friendship, nostalgia, joy, anger, sadness, joy and other emotions, according to the specific situation to choose advertising copy. "Ericsson" has done a series of famous brand image advertisements, starting from the most likely to arouse consumers' goodwill, and conveying Ericsson's brand image to consumers through the generation gap-communication is "understanding" and communication is a promise of "caring". The whole copy is realistic, the characters are completely life-oriented characters, and the language is also the language of real life. With touching details, how to "understand" and "care" is written sincerely. Please enjoy the copy of Ericsson's advertising film "Father and Son" which won the "Golden Sail Award" in Hong Kong 4A advertising creation award:
Son: I'll get you a bigger one, with a clear view and remote control. You can sit anywhere. You can't eat alone without mom. I bought you a microwave oven, which is fast and convenient ... You have a bad waist, so you can massage with it when you are free. Very comfortable. Dad, I'm leaving. Call me if you need anything.
Father: You can't eat at home again?
Son: Let's talk about it later. It doesn't eat. Many friends should socialize every day. Dad, I'm leaving.
……
Son: I told them I'm not going anywhere today. Dad, let's cook first, and then play two games with you after eating. I haven't played chess with you for a long time.
Subtitle: Communication is caring. Telecommunications communicate with each other.
3. Reasonable advertising copy. Reasonable copywriting can avoid the shortcomings of perceptual type and rational type (perceptual type has the shortcomings of weak information and insufficient persuasiveness, while rational type has the shortcomings of being dull, dull and rigid), and can combine the advantages of both, which can not only convey objective information and reason with consumers through rational appeal, but also make a fuss about consumers' emotions through perceptual appeal, so as to impress consumers, touch consumers and influence consumers. This way can strengthen the appeal and persuasiveness, and this kind of copy is commonly used in the actual operation of advertising. Russell Reeves's copy of Governor's brand filter-tip cigarette advertisement is a rational model created by a unique mind.
What does the governor give you that other filters can't?
Only the governor brand provides 20,000 filter condensing valves in each filter. When cigarettes pass by, filter, filter and filter again.
M: There are 20,000 filter valves, which is really much better than the unfiltered cigarettes I used to smoke.
Woman: Yes, the Governor's filter tastes much better ... and it won't leave any tobacco residue in my mouth.
Only one or two cents more expensive than filter-free cigarettes.
We are still studying the product under consideration.
The best-selling filter-tip cigarette in the world.
The difference between the "Governor" brand cigarette and other cigarettes is that the cigarette head has a "condensate flap" to make the target audience understand and explain the function of this condensate flap. Then, I moved consumers with emotion and designed a unique life picture of middle-aged male and female smokers talking cordially. This picture vividly shows the love of male and female smokers for Governor brand cigarettes. It is completely life-oriented and has no advertising flavor at all. It can best hit the hearts of consumers and fascinate the target audience. □