The concept of advertising planning is what is the detailed point

Advertising planning is responsible for the planning of specific plans and contents of advertisements.

According to customer needs, assist in providing pre-sales consultation, customer marketing ideas, and writing customized solutions. Make, sort out and update the industry general case plan. Plan and write Internet integrated marketing plans and project implementation cases, including but not limited to new marketing, event marketing, event marketing, etc.

Responsible for the department's external advertising and advertising packaging. Responsible for the collection, collation and publication of soft articles and advertising materials of cooperative customers and other cooperative **.

Basic requirements: bachelor degree or above, major background in advertising and marketing is preferred. 3-5 years of experience in advertising planning, 4A company background is preferred.

Eager to learn and proactive, clear logical thinking and expression skills, flexible and innovative. Proficient in office software, good service awareness and communication skills, control the progress.

1. The advertising objectives, advertisements, advertising works, advertising time, and location of the activities of the purposeful advertising activities must be clear.

2. Rigorous and scientific comprehensive use of research results in economics, aesthetics, journalism, psychology, market research, statistics, literature and other disciplines.

3. Complete systematic advertising planning starts from research, determines advertising objectives according to the characteristics of the target market, and takes the overall advertising objectives as the starting point when formulating specific strategies for advertising activities, and each link is connected with each other and closely cooperated.

What are the characteristics of advertising planning? In fact, it is a sentence to effectively promote and introduce the promoted products to target customers through various selected media and activities with attractive creative ideas and professional expressions.

Answer. 1. Advertising planning refers to the process of rational and effective layout of advertising activities by advertisers through thorough market research and systematic analysis, and the use of knowledge, intelligence and means that they have mastered. Its essence is the overall planning of the advertising campaign process, or strategic decision-making, including the formulation of advertising objectives, strategic and tactical research, economic budgeting, etc., and resorting to words.

Advertising planning is the main part of advertising operation, which is made under the guidance of the overall marketing plan of the enterprise. Advertising planning has two characteristics, one is the behavior in advance, and the other is that the behavior itself has a global nature. Therefore, advertising planning is the pre-event and overall planning and planning of advertising activities.

2. There are generally two forms of advertising planning for advertising planning:

1. Individuality, that is, planning for one or several single advertisements.

2. Systematic, that is, large-scale, a series of types and virtualities, in order to achieve the same goal.

The planning of a variety of different advertising combinations.

Memory tips: 1. The meaning of advertising sail rental planning is concisely summarized in one sentence, and it should be expanded appropriately during the exam: the process of laying out advertising activities through investigation and analysis.

Second, the form of advertising planning can be memorized by connecting the key words of the key points of the answer:

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(1) The marketing strategy of the advertiser is the fundamental basis of advertising planning. Advertising is an important element of the marketing mix, directly serving the marketing of advertisers, so advertising planning cannot be separated from the guidance of advertisers' marketing strategies.

2) Advertising planning has its own specific procedures, which should be scientific and standardized, so as to ensure that advertising planning is not an aimless assumption and a lack of rules and regulations.

3) Advertising planning should put forward the overall strategy of the advertising campaign (activity), and the "advertising plan" that stays at the level of a specific action plan is not advertising planning.

4) Advertising planning is based on market research and beginning: Although the advertiser's marketing strategy has provided the basis for advertising planning, it is only unilateral from the advertiser, and it is not enough to show the whole picture of the market composed of consumers, products and competitors.

5) The appeal strategy, positioning strategy, performance strategy and media strategy of advertising are the core contents of advertising planning, which must be free from mediocrity and distinctive, but must have the quality of producing actual advertising effects.

6) The results of advertising planning are reflected in the form of advertising planning text.

7) The method of measuring the effectiveness of advertising should be pre-set in the advertising plan.

8) The purpose of advertising planning is to pursue the rationalization of the advertising process and the maximization of the advertising effect. The rationalization of the process means 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. Maximizing the effect means that the advertising plan should provide strategies and programs that can produce the best advertising effect.

Advertising planning is the pre-consideration and assumption of the whole process of proposing advertising decisions, implementing advertising decisions, and testing advertising decisions, and is the overall strategy and strategy planning of advertising. Advertising planning is not a specific advertising business, but the formation process of advertising decisions.

Advertising planning is an inevitable product of the modern commodity economy and one of the symbols of scientific and standardized advertising activities. The United States was the first to implement the advertising planning system, and then many countries with developed commodity economies have established an advertising planning management system with planning as the main body and creativity as the center. In 1986, the concept of advertising planning was first proposed in the advertising industry in Chinese mainland.

This is a conceptual impact on advertising theory since the resumption of advertising in 1979, and it has forced people to re-understand the nature and role of advertising. Advertising efforts begin to embark on a new phase of providing a full range of services to clients.

The so-called advertising planning is based on the marketing plan and advertising objectives of the advertising master, on the basis of market research, to develop an economical and effective advertising plan that is suitable for the market situation, the product status and the consumer group, and to evaluate, implement and test, so as to provide good services for the overall operation of the advertiser.