What is the process of advertising communication, and what is the process of advertising delivery

1. First of all, we must understand what the purpose of this advertising is to put in, whether it is a brand, or to generate orders, so we must measure it psychologically in the early stage.

2. What is the advertising budget this time, that is, how much is the total advertising budget of the year. Then let's go to different ways to dismantle and plan.

3. What are our target groups, which are our audience collectives, what are our market channels, and what effective advertising channels are selected.

4. The way of our competitors' preface, investment budget, etc., because only by understanding the competition to sell rough skaters, we can make advertising investment decisions.

5. The ** preference of the target collective, the proportion of male and female populations, and the frequency and interaction rate of which channels we use in the preface are high. Just pick which ones.

6. The combination of advertising channels, a variety of preface channels for multi-channel combination, such as headline advertising, advertising, Moments advertising, Zhongla Douyin advertising, etc.

7. Formulation of KPI objectives for advertising. The daily budget of this advertisement, the daily activity of fans, the retention of fans, the conversion of fans, the number of orders brought in, etc., should be a KPI goal.

8. Production of advertising materials. According to the project or product to build advertising accounts, advertising creatives, and advertising projects, posters, marketing planning, etc.

9. Post-advertising operation and maintenance. Budget adjustment in the later stage of advertising, conversion cost control of advertising, selection of advertising preface channels, etc.

The advertising process is divided into four stages: preliminary planning, execution preparation, formal delivery and project summary.

First, the preliminary planning

It mainly focuses on analyzing the delivery demand, finding out the target audience, and formulating the corresponding delivery strategy, including budget allocation, formulating the ** strategy (what to choose**), the crowd targeting strategy (what group to put and what targeting conditions to use), and the creative strategy (what kind of creative materials to use).

2. Preparation for implementation

Including technical docking and testing, qualification upload and submission for review, creative production and submission for review, etc. According to the delivery strategy formulated in the early stage, the output data burying requirements (burying refers to the data that needs to be counted, such as the number of registrations) or other technical docking requirements, etc., and carry out corresponding technical operations and tests. In addition, ADX SSP usually requires the upload of qualification documents, including business licenses, legal person ID cards, etc., to be eligible for delivery only after passing the review.

At the same time, the creative is also submitted for review (if the exchange has a first-investment-later-review mechanism, you can skip this step) before it can be served.

3. Formal launch

You need to set up the corresponding settings according to the delivery strategy formulated in the early stage and enable delivery. During the delivery process, it is necessary to continuously analyze the delivery data, continuously optimize the delivery strategy according to the delivery effect, and output data reports regularly. Data analysis and delivery optimization is a long-term work, and advertisers need to optimize and adjust the delivery time, delivery budget, targeting conditions, and creative content according to the data performance.

Fourth, the project summary

After the campaign is over, the trafficker needs to summarize the data and strategy and output a closing report. The closing report includes: the completion of the delivery KPI, the analysis of the key strategies for the execution of the campaign and the results achieved, the deficiencies in the implementation process, and the optimization suggestions that can be used as a reference for future delivery projects.

1. Conceive the composition of the product. Here it is necessary to decide whether it is expressed in a symbolic object or directly through the effect of the user.

2. Collect materials. Once we have decided on the production idea, we need to design it. The first idea of design is to find materials.

3. Advertising size. Advertising can be used to disseminate product information through a variety of mediums. However, different media have different properties and size specifications.

4. Start composing. Once we have decided on the size, we need to work within that range. The layout of the entire ad should be designed from the beginning.

5. Carry out creative design. Design can be reflected through the beauty and rationality of the composition, or through exaggerated and weird techniques, which is related to the individual's design style.

6. Confirm the work and revise the details. Because the design work should meet the requirements of the customer and the aesthetics that have been inspected.

7. Reserve a bleeding line. The resulting drug has an increased bleeding line around it.

8. Text turning. The text in the work is zoned so that the corresponding font cannot be found on the printer's computer.

The color ** (TIFF) mode in the text must be in CMYK mode with an accuracy of at least 300 pixels (dpi).

CMYK mode prints out the finished product without too much distortion.

Communication project: The client details their business goals to the account manager and together decides on the desired effect of the advertisement. Advertising is often just one part of a marketing plan.

Gather information: The account manager will collect as many information as possible for this purpose and make relevant presentations to the core departments on strategic planning, creativity and leadership.

Strategic planning: The advertising agency sets up a team to analyze the project tasks – what types of consumers will use the product? Why do they use it?

How do you motivate people to buy the product? At this stage, research efforts are crucial and can be between consumers, industry experts, and published references. The goal of strategic planning is to identify a compelling product theme (called targeting) and a unique message to use in the ad creative (high-level creative).

**Planning: It is generally initiated at the same time as strategic planning. The panel first identified the detailed characteristics of the target consumers – how old are they?

How much do they earn? Where do they live? What habits do they have?

So as to formulate a suitable plan according to the consumption habits of the target group. The plan will be submitted to the customer and (after approval) purchased by the purchaser.

Creative design: The creative team starts by creating an early version of the ad. After the creative director provides comments, it is then submitted to the account manager and strategic designer for review and further fine-tuning based on their comments.

Finalization: The creative will be submitted to the client and, if approved, tested among consumers. Successful advertising is only possible if it captures the attention of consumers and prompts them to try the product – and it may change from time to time during this stage.

Advertisement: Business Manager Zhaoxiao Rubber is responsible for sending the advertisement to the launch location and ensuring that it can be launched as planned. This process can be complicated because all kinds of advertisements must be completed at different times before launch, with outdoor, newspaper and magazine advertisements generally arriving a month before publication, and TV and radio advertisements only arriving a few days before they are broadcast.

Ad tracking: Campaign tracking is essential to allow clients and agencies to gauge the effectiveness of their efforts and identify changes that need to be made. Tracking can take place in a variety of ways, depending on the customer's business goals.

At the same time, it is necessary to evaluate the sales of products and the opinions of consumers, and check the purchase situation.