The advertising plan lists all the arrangements that need to be taken in the advertising campaign and instructs the relevant personnel to implement it at a specific time. It is the official action document of advertising activities.
There are two forms of advertising plan, one is tabular form. This form of advertising planning 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, other promotion strategies and other columns. 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 book 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.
5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.