What Is an Advertising Plan?

An advertising plan is a written report of specific advertising action guidelines and steps formulated and written by advertisers in accordance with advertising goals and advertising text. Advertising plans generally include the following: (1) Situation analysis. The main explanations are as follows: first, the past situation of advertising products in market competition, the problems that should be solved in this advertisement; second, the market situation of advertising products, its competitors, market size, market saturation, etc. ) Advertising goals. Mainly clarify the goals that this advertisement is expected to achieve. Advertising goals generally measure changes in the popularity, interest, and preference of advertising products by advertising audiences before and after advertising. When setting advertising goals, advertisers should list some specific data so that performance measurement can be performed after the advertisement. (3) Use of media. Advertisers determine the rational use of one or more advertising media based on the characteristics of the advertising product and the situation of the consumer of the product. (4) Promotional activities. Promotional programs aimed at supporting advertising campaigns, such as distributing coupons, prizes, etc. (5) Advertising budget. The advertiser estimates the total cost of the advertising campaign based on the size of the advertising campaign, and prepares a detailed list of advertising fees that should be paid for each advertising medium. (6) Advertising effect measurement. Determine whether the ad has achieved its intended goal, which is the ad goal. If the measurement proves that the advertisement has reached its advertising goal, then the advertisement is successful. ^[1]

Advertising plan

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Advertising Programs

The advertising plan of a company is the planning of the company's upcoming advertising campaign.

Surveys are the first step in developing an advertising plan. It uses scientific methods to purposefully, systematically, and objectively collect, record, and organize data related to advertising products or images, as well as marketing data, and provide a scientific basis for the formulation of advertising plans. The main contents of market research are as follows:

(1) Planned advertising environment

Planned advertising environment refers to those elements that affect advertising campaigns in the large social system and are in turn affected by advertising campaigns.

The relationship between advertising and its environment is two-sided and unified. Advertising must be affected and restricted by various elements in the large social system. At the same time, advertising must also affect these elements. Some of these environmental factors are uncontrollable factors in advertising campaigns, but advertising planning must take these factors into account and use the factors that are beneficial to advertising campaigns to make advertising campaigns more effective.

(2) Advertising targeting consumer groups

The consumer is the center of the entire advertising campaign, the object and target of advertising. The analysis of consumers is to solve the problem of who will eventually see, listen to, and influence who the advertisement will be.

Understand the basic situation of consumers. Understand the target consumer s gender, age structure, occupation, income, etc. For example, most intellectuals prefer advertisements for rational appeals, and they are more willing to obtain sufficient information for comparison and judgment; they are also women, and their occupations are different Shopping is different, some like elegant and dignified, some like luxurious and gorgeous, while others are simple and elegant. In addition, whether consumers live in rural or urban areas, coastal or inland areas, industrial or mining areas, agricultural areas, pastoral areas, south or north, these differences also lead to different demand for products. We are not advertising the dehumidifiers in the north, nor are we promoting the humidifiers in the south. The reason is here.

Understanding of consumer consumption behavior. The first step is to understand consumer spending motivations. The so-called consumption motivation refers to the internal force that drives consumers to perform certain consumption activities. It is the direct cause of consumer behavior and an internal stimulus. In real life, because each person's interests, hobbies, personalities, and ambitions are different, the psychological activities in the purchase of goods vary from person to person, forming a variety of specific purchase motivations.

Advertising plans can also be divided from a practical and content perspective

Divided by the timing of the advertising plan

1. Long-term advertising plan

Long-term advertising programs, generally with a period of 3 to 5 years.

2. Annual advertising plan

This is based on a long-term advertising plan, which is made quarterly and monthly within a year

Summary of advertising plan content

The summary of the main content of the advertising plan generally includes the advertising budget, advertising goals,

Grasp the positioning principle

1. Positioning the matters mentioned no longer need to be listed in the plan. ?

2. If there are many distribution units of the plan, or a comparative positioning is required, the related matters shall be recorded one by one. If specific market or advertising goals are required, the main points should be listed. ??

How to remind advertising goals?

1. The use of advertising for marketing strategies should be mentioned in a section of the plan. ?

2. If advertising effectiveness can be predicted using measurement methods, the advertising goals should be digitized. ?

3. When it is impossible to predict the effectiveness of advertising by measurement, the past experience can be used to roughly predict, but the advertising goals should also be digitized. ? 4. When it is not possible to predict the effectiveness of advertising with a measurement method, the purpose of the advertisement can be described using text.

Tips on the status quo and the pros and cons

1. Master the status of the advertising plan. ?

2. If the current situation analysis and the pros and cons are compared with each other and presented in the order, it is easy to show the relationship between the two.

3. If the existing information and the actual situation are mutually verified, it will help the generation of new ideas. ?

4. Caution should be noted in the description. ?

5. Avoid repeatedly reminding customers of familiar information, but provide a large amount of information that customers lack. ?

6. Even if the information provided is not beneficial to the company, it should be put forward if it is beneficial to the establishment of advertisements.

Processing method of advertising plan data

1. Except for the relevant information of the proposal or question verification, other materials are not included in the advertising plan. ?

2. The relevant statistical information of the advertising plan is incorporated into the advertising plan in the form of an appendix. ?

3. The relevant charts for positioning are also incorporated into the advertising plan in the form of an appendix. ?

4. Additional information should be selected and not limited to public information.

5. The market survey report used for planning should be prepared separately from the advertising plan. ?

How to put forward plan priorities?

1. If it is necessary to simultaneously propose plans such as advertising SP, PR, etc., the common points of each plan should be prompted first in order to increase customer interest. ?

2. For monolithic projects such as works or SPs, the results should be presented first, followed by reasons. ?

3. Various methods should be used to make customers thoroughly understand the company's proposal. ?

4. Explain as much as possible the "main axis" of the client's acceptance of the plan (advertiser character, ad title, price, scale efficiency).

5. Emphasize the advantages that other competitors do not have. ?

6. Emphasize that the ideas provided are the best ideas selected from the many ideas. ?

7. Including the sticking point in the proposal reason can increase the customer's trust in the plan. ?

Tips for media selection reasons?

1. If the content of the plan is centered on a media plan, the reasons for choosing it must be detailed. The annual plan must only specify the media portion of the change. ?

2. Explain the reasons for selection in the order of Media Unit and Media Vehicle. Media is mainly to explain its effectiveness, Unit is to explain the performance, Vehicle is to explain the cost efficiency.

Tips for advertising works?

1. Make clear the focus of advertising performance ?

· Propose the concept of goods and the basis of the concept

· Emphasize advertising headlines or slogans guided by product concepts

Emphasize the relationship between advertising actors and product concepts?

· Emphasis on persuasive points

· Emphasis on advertising performance

· Emphasis on differences from competing label advertisements

2.Explain the reasons for choosing the advertising focus according to the sales focus ?

3. Persuading customers to accept advertising works with Sales talk

4. Persuasion skills ?

By competition?

· Bilateral elimination. ?

Set off the characteristics of the work by comparing the two extremes. ?

Filter IDEA in FILTER mode. ?

Tips for SP and PR plan cases

1. Prompt the planned implementation period and expected effect according to the target category. ?

2. Use graphics to show the relevance of various plans. ?

3. The implementation of the Sales campaign should make the process of change between "things" and "intelligence" easy for everyone concerned to understand. ?

4. No need to design separately to provide the same content to the pre-dealer. ?

5. Persuade customers to make SP productions with persuasion of advertising works. ?

6. SP production should provide samples (simulations). ?

7. The budget amount of the SP plan need not be listed in detail in the plan, but it must be included in the estimated cost of the individual Idea. ?

Explanation method of advertising performance prediction

1. If the goal is set by numbers, the evidence for verification should be attached to the plan. ?

2. If the goal is not set by numbers, the expected value of the arrival rate and re-arrival rate should be listed in the media plan. ?

3. Do not use the difference between the advertising performance to determine the effectiveness of the advertising. ?

4. There is no difference between the ratings (reading) of Vehicles. ?

5. If using our company's Model to estimate the advertising effect, only put out can be explained, and we do not need to disclose our company's how to know. ?

Method of preparing budget or implementation schedule

1. The principle is simple and clear. A report cannot include different information. ?

2. When two or more plans are required, they should be prepared separately. ?

3. If it is necessary to divide by region, it should be divided according to the sales region of the customer. ?

4. The time unit should be based on the unit customary by the customer. ?

Composition of the proposal

1. The arrangement is conducive to the company's persuasion method, and the customer's easy-to-understand method is supplemented. ?

2. The planning centered on the plan will help explain the plan.