How to make a complete advertising plan?

How to make an advertising plan ? Make a 30-page PPT, with half of it covering SWOT, market analysis, and crowd portrait?

This may be true, but often we don’t even know what we are talking about, and most of it has no practical use.

The invention of advertising planning schemes has made Party A and Party B re-recognize the nature and role of this job: based on Party A's marketing plan and goals, formulate a plan that is suitable for market conditions, product status, and target consumers, thereby helping advertisers to increase profits or build their brands .

So, what aspects should be considered in an advertising plan? They are nothing more than the following five.

one. From "I want to be famous" to understanding where the market and audience are

Before making a plan, you must determine what kind of goal you want to achieve. This goal is not as empty as "I want to be famous" or "I want many people to know about it" . Instead, you need to understand where the market your product or service is, what group it is targeting, their purchasing motivations, methods, time, and where the channels for exposure to advertising are. As the saying goes, only when you know yourself and your enemy can you formulate an effective plan.

There are several types of advertising, depending on the communication mission and degree of communication that the advertising wants to achieve:

1. Explanatory advertising

For example, when an IoT car comes out, and there have been no such products before, the advertisement will focus on introducing its performance, uses, features, price, etc. to stimulate people's initial demand.

2. Persuasive Advertising

The familiar saying “I won’t accept any gifts this year, and if I do, I’ll accept Naobaijin!” belongs to this category, using advertising to make consumers “prefer” their products instead of choosing other products. This type of advertising generally requires a certain amount of time to accumulate and will not produce immediate results.

3. Reminder ads

A man was driving through the desert and asked his companion: "When can I get away from civilized society?" His companion was puzzled, and then he pointed to the Coca-Cola advertisements that appeared every few meters. Coca-Cola has already gained global fame, but it still spends a lot of money on advertisers to maintain its image and market share; in addition, there is also " Wanglaoji changed its name to Jiaduobao " and so on.

two. Budgeting makes the art of advertising more scientific

How much does this plan cost? Compared with advertising based on intuition, advance budgeting is an important means of controlling advertising activities and also provides economic indicators for evaluating advertising effectiveness. Generally consider the following points:

1. Product life cycle

A product often goes through the initial stage, growth stage, maturity stage and decline stage. New products need a lot of advertising to build awareness, stimulate demand and quickly launch the market. To be more specific, products have peak seasons and off-seasons, and the phased use of expenses must be considered.

2. External competitors

Generally, if there are many competitors, you need to increase publicity. In addition, they can also serve as a reference for your own advertising, to know what markets others are targeting, how they are doing it, what the results are, and to seize the opportunity to leverage or suppress the market.

3. Advertising frequency

If you want to avoid disappearing suddenly after becoming a hit, you need to master a reasonable marketing rhythm. The period of delivery and the number of times the delivery is carried out will affect the budget.

three. Good content can make a big difference

This is the most important part, and it is usually the part that Party A listens carefully and Party B focuses on after more than ten pages of "crowd portrait" are finished. It involves creativity and so on. That is to say, what content should be conveyed and how to express it should leave a deep impression on the audience.

The accuracy of advertising appeals affects, to some extent, the advertising effect of limited advertising costs within a certain period of time. Sometimes, if the content is good, it may not require too much money to go viral.

Four. Select the most appropriate and optimized channel combination

It is also important to choose the promotion channel . Both traditional media and Internet channels are fine, whether it's TV, newspapers, celebrities, internet celebrities , or others, what's important is which one suits you. Generally consider the following points, conduct sufficient research, and maximize the benefits of the expenses

1. Contact habits of the target group

For example, if you produce some cute drinks that young people are willing to pay for, you might use Weibo, WeChat , live streaming , Station A, Station B , etc.

2. Choose media based on product characteristics

Different media have different advantages in terms of expressiveness, visualization, explanatory power, credibility, etc.

3. Cost

If you only have a budget of 1 million, but want star A to record a video, star B to release a song, and star C to endorse your brand... then forget it. Based on your budget, you should honestly consider which channel combination is the best.

five. How to measure the effectiveness of advertising

This goes without saying. When investing a large amount of money in advertising, the effects need to be measured and evaluated so that the income can be rewarded. This is now increasingly valued by both parties A and B.

The author of this article @E马 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century