What kind of advertising is planned for your audience?
Advertising media planning
Concept:
Media planning is a unique management function, similar to public relations planning, is an important core of contemporary marketing integration, the difference is that media planning is to help an organization to establish and maintain its communication with the media, with the public, is one of the key to corporate brand communication and marketing, with a wide range of media coverage network and media understanding, integration of newspapers, networks, radio, television, mobile television, mobile phone text messages and other media resources, with social and cultural operation methods to guide public attention In order to achieve the goal of navigating public opinion, interpreting functions and establishing a good product consumption culture.
Definition of advertising planning proposal:
That is, advertising companies to advertisers about advertising campaign planning, creative ideas, survey results and other reports. That is, the creative planning accurate and vivid to the customer to submit and explain, in order to win the customer's appreciation and support. The focus of the advertising proposal is on the objectives and principles of the entire advertising campaign and other platforms, to clear the direction of creativity, and to set the tone for the entire advertising campaign.
(1) Advertising planning is based on market research and the beginning: although the advertiser's marketing strategy has provided the basis for advertising planning, but it only comes from the advertiser's unilateral, not enough to show the full picture of the market made up of consumers, products and competitors.
(2) Advertiser's marketing strategy is the fundamental basis of advertising planning: advertising is an important factor in the marketing mix, directly for advertisers' marketing services, so advertising planning can not be separated from the advertiser's marketing strategy guidance.
(3) Advertising planning should put forward the overall strategy of the advertising campaign (activity), stay at the level of specific action plan "advertising plan" is not advertising planning.
(4) Advertising planning has its specific procedures, this procedure should be scientific, standardized, to ensure that advertising planning is not aimless ideas and lack of rules at will.
(5) The measurement method of advertising effect should be pre-set in the advertising planning.
(6) Advertising appeal strategy, targeting strategy, performance strategy and media strategy are the core content of advertising planning, they must be separated from mediocrity, different, but also have the quality to produce actual advertising effect.
(7) The result of advertising planning is reflected in the way of advertising planning text.
(8) The purpose of advertising planning is to pursue the rationalization of the advertising process and the maximization of advertising effectiveness. The rationalization of the process is that the advertising campaign (activity) should be in line with the reality of the market and be able to adapt to the development of the market. The maximization of the effect is the strategy and scheme of advertising planning to provide the best advertising performance. We have to understand the marketing behavior of the enterprise, to understand the market, in other words, we have to understand who we are for.
Preparations for the advertising planning proposal:
1. Pre-communication with the customer Before the rest of the preparatory work is fully carried out, communication with the customer must be made to confirm the time, place, issues, participants of both parties, etc.
2. After the implementation of the schedule has been clarified, the time, place, etc. of the proposal, a specific schedule of implementation needs to be prepared to monitor the progress of the work
3. Proposals will demonstrate The presentation tool is necessary to capture the customer's attention and focus on the proposal at all times in the proposal. But presentation can only be an aid, and language stimulation is still necessary. Because only words can touch emotions and stimulate the physical and mental commitment of customers. Therefore, the proposal presentation must be designed in conjunction with the text of the proposal and should not be the dominant one. It would be a disaster if the whole proposal turned into a picture.
4. The key to the collation of the text of the proposal The text of the proposal the text of the proposal is that the text given to the client in the proposal can only be an outline of the content of the proposal, otherwise the client will pay attention to the text in hand from time to time rather than focusing on the sponsor. The outline needs to be as concise and clear as possible, to get the customer interested, and then listen carefully to the sponsor's explanation. Of course, the details of the proposal text must be submitted to the customer after the proposal, so that the customer can have an in-depth understanding of the details after the main premise of the case.
5. Proposal equipment and proposal site layout, the atmosphere of the proposal site, the surrounding environment, etc. also have an impact on the outcome of the proposal. The atmosphere that makes the customer comfortable can't even make it feel the passage of time.
6. Proposals will serve the details and there will always be benefits. Customers will be happy and relaxed if they receive good service at the time of the proposal. At the same time, careful arrangement of details can let customers feel the professional atmosphere and respect the advertising company's careful style.
Ad proposal classification:
1, the strategy proposal Strategy proposal focuses on the goals and principles of the entire advertising campaign and other programs, for the creative direction, and to set the tone for the entire advertising campaign.
2, creative, performance proposals to show customers the exciting side of advertising planning, it not only to gain customer confidence, but also to stimulate customer enthusiasm.
3, advertising implementation plan proposal Advertising implementation plan proposal in time and space to arrange the allocation of resources to customers, and these resources must be invested in customer benefits. How to make customers feel the relationship between investment and revenue in the proposal is the key to the success or failure of the advertising implementation plan proposal.
1. The principle of goal
2. The principle of adaptability
3. The principle of optimization
The principle of maximizing benefits
Definition of advertising planning proposal:
That is, advertising companies to advertisers about advertising campaign planning, creative ideas, survey results and other reports. That is, the creative planning accurate and vivid to the customer to submit and explain, in order to win the customer's appreciation and support. The focus of the advertising proposal is on the objectives and principles of the entire advertising campaign and other platforms, to clear the direction of creativity, and to set the tone for the entire advertising campaign.
(1) Advertising planning is based on market research and the beginning: although the advertiser's marketing strategy has provided the basis for advertising planning, but it only comes from the advertiser's unilateral, not enough to show the full picture of the market made up of consumers, products and competitors.
(2) Advertiser's marketing strategy is the fundamental basis of advertising planning: advertising is an important factor in the marketing mix, directly for advertisers' marketing services, so advertising planning can not be separated from the advertiser's marketing strategy guidance.
(3) Advertising planning should put forward the overall strategy of the advertising campaign (activity), stay at the level of specific action plan "advertising plan" is not advertising planning.
(4) Advertising planning has its specific procedures, this procedure should be scientific, standardized, to ensure that advertising planning is not aimless ideas and lack of rules at will.
(5) The measurement method of advertising effect should be pre-set in the advertising planning.
(6) Advertising appeal strategy, targeting strategy, performance strategy and media strategy are the core content of advertising planning, they must be separated from mediocrity, different, but also have the quality to produce actual advertising effect.
(7) The result of advertising planning is reflected in the way of advertising planning text.
(8) The purpose of advertising planning is to pursue the rationalization of the advertising process and the maximization of advertising effectiveness. The rationalization of the process is that the advertising campaign (activity) should be in line with the reality of the market and be able to adapt to the development of the market. The maximization of the effect is the strategy and scheme of advertising planning to provide the best advertising performance. We have to understand the marketing behavior of the enterprise, to understand the market, in other words, we have to understand who we are for.
Preparations for the advertising planning proposal:
1. Pre-communication with the customer Before the rest of the preparatory work is fully carried out, communication with the customer must be made to confirm the time, place, issues, participants of both parties, etc.
2. After the implementation of the schedule has been clarified, the time, place, etc. of the proposal, a specific schedule of implementation needs to be prepared to monitor the progress of the work
3. Proposals will demonstrate The presentation tool is necessary to capture the customer's attention and focus on the proposal at all times in the proposal. But presentation can only be an aid, and language stimulation is still necessary. Because only words can touch emotions and stimulate the physical and mental commitment of customers. Therefore, the proposal presentation must be designed in conjunction with the text of the proposal and should not be the dominant one. It would be a disaster if the whole proposal turned into a picture.
4. The key to the collation of the text of the proposal The text of the proposal the text of the proposal is that the text given to the client in the proposal can only be an outline of the content of the proposal, otherwise the client will pay attention to the text in hand from time to time rather than focusing on the sponsor. The outline needs to be as concise and clear as possible, to get the customer interested, and then listen carefully to the sponsor's explanation. Of course, the details of the proposal text must be submitted to the customer after the proposal, so that the customer can have an in-depth understanding of the details after the main premise of the case.
5. Proposal equipment and proposal site layout, the atmosphere of the proposal site, the surrounding environment, etc. also have an impact on the outcome of the proposal. The atmosphere that makes the customer comfortable can't even make it feel the passage of time.
6. Proposals will serve the details and there will always be benefits. Customers will be happy and relaxed if they receive good service at the time of the proposal. At the same time, careful arrangement of details can let customers feel the professional atmosphere and respect the advertising company's careful style.
Ad proposal classification:
1, the strategy proposal Strategy proposal focuses on the goals and principles of the entire advertising campaign and other programs, for the creative direction, and to set the tone for the entire advertising campaign.
2, creative, performance proposals to show customers the exciting side of advertising planning, it not only to gain customer confidence, but also to stimulate customer enthusiasm.
3, advertising implementation plan proposal Advertising implementation plan proposal in time and space to arrange the allocation of resources to customers, and these resources must be invested in customer benefits. How to make customers feel the relationship between investment and revenue in the proposal is the key to the success or failure of the advertising implementation plan proposal.
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