BlackBerry Advertising Co., Ltd. operates D advertising Guangzhou dispatch, Foshan dispatch, Dongguan dispatch, Qingyuan dispatch, Zhongshan dispatch, Zhuhai dispatch, Heyuan dispatch and Shenzhen dispatch must be planned in advance. D Advertising planning is the overall plan and arrangement made by advertisers based on investigation and analysis of the advertising activities to be carried out. Strict logic and careful planning are important features of modern advertising and one of the signs of scientific and standardized advertising activities. D advertising in the modern sense is a complex and dynamic activity process. Although the generation and release of advertising cannot be separated from many specific forms and processing, the key to determining the success or failure of advertising goals is advertising planning. Without careful advertising planning, the objectives of advertising activities will be unclear, ill-planned and blindly acted, making it difficult to achieve desired results and even leading to a waste of resources. Therefore, advertising planning plays a leading role in the entire advertising campaign. Nowadays, the planning-led and creativity-centered operating mechanism has become a common model for enterprises in various countries to carry out advertising activities.
D planning can be divided into two categories according to its planning content: one is a single type of planning for one or two advertisements; the other type is a systematic planning of multiple advertising activities to achieve corporate goals or brand goals. Carrying out unified, continuous and three-dimensional planning is the overall advertising planning. Overall advertising planning is the result of the continuous improvement of the level of advertising specialization, the continuous strengthening of professional functions, and the continuous improvement of professional management. It is an important feature and inevitable trend of the development of modern advertising activities.
D planning is a systematic engineering with special rules and a creative thinking process. Different types of advertising will have great differences in planning, but there are also some basic principles that need to be followed in common.
, Purpose Principle
Any activity must have a certain purpose and revolve around the established goals. Advertising planning is no exception. It is necessary to determine the main goals of the activity and adopt corresponding strategies and tactics to rationally allocate resources to avoid unnecessary losses in order to achieve the goals. Clarifying the goal actually means clarifying the center of the advertising activity, and the various functions of the advertising activity can be effectively mobilized and all links can be connected in an orderly manner to lay the foundation for the realization of the communication task. Of course, the goal must be correct, which requires careful planning when making decisions.
, Operational principle
All advertising planning cannot just stay on paper and be planned for planning. Its ultimate purpose is to be applied to actually guide the operation process of advertising activities. Therefore, advertising planning must follow the principle of operability, so that the planning steps are clear and the specific methods are feasible and can be used immediately.
, Principle of Holisticity
Wholeness can also be called unity, which is to consider advertising activities as an organic whole from a systemic point of view, from the interdependence and mutual restriction between the whole and parts of the system, and between parts and parts. Prompt system characteristics and movement patterns in the relationship to achieve optimization of advertising planning. It is necessary to maintain the overall consistency of planning and marketing as well as the overall consistency of the advertising campaign itself.
The holistic principle of advertising planning is reflected in the following aspects: First, advertising and products, as two subsystems in the same system, must be unified and coordinated with each other. The product determines advertising and advertising follows the product. Advertising higher than the product will lead to false advertising. Lower advertising than the product will lead to over-subscription. Advertising that deviates from the product will cause dispersion. Second, the content and form of advertising must be harmonious and unified. Content determines form and form follows content. Third, the various means of advertising are coordinated and coordinated with each other. Some products have different advertisements in the same period with different themes, different media and different years of establishment. These are self-contradictions that should be avoided. Fourth, the information and energy exchange between advertising activities and the external environment is a larger system that must also maintain unity. Advertising activities must adapt to the external environment and make full use of various favorable external factors to improve advertising effectiveness.
, Principle of Authenticity
Authenticity is the life of advertising. Truth is not only responsible for the interests of the enterprise but also for the interests of consumers. No matter what time, occasion, media or product, untrue advertising can only lose the trust and support of the public, no matter how clever its design is, it cannot escape the fate of failure. Even if you are confused for a while, you cannot sustain it for long.
Advertising allows artistic processing and creation on the basis of reality to make it more expressive and produce ideal publicity effects. Advertising must properly handle the relationship between authenticity and artistry. Authenticity is the basis of artistry. Artistry must serve authenticity.
Principle of legality
Legality means that advertising activities must comply with the legal system of the location or country from the form to the content. As far as our country is concerned, advertising activities must not only comply with our country's various legal systems but also comply with the overall requirements of the socialist market economy and the construction of two civilizations.
Some countries and nationalities have very unique customs and religious beliefs, and advertising activities cannot conflict with them. Otherwise, not only will there be no good publicity effect, but it will also cause a lot of trouble.
, Principle of Efficiency
As part of the business activities of the enterprise, advertising activities must be subject to the development goals of the enterprise and emphasize efficiency. The principle of effectiveness is a basic principle that must be followed in advertising planning.
First of all, we must pay attention to economic benefits. Get the maximum advertising effect with the minimum advertising cost. This requires advertising operators to carefully conduct economic calculations based on the interests of consumers and businesses when planning advertising to select the optimal solution so that businesses are happy to use it and consumers are happy to accept it. Generally speaking, good advertising planning can make advertising produce several economic effects: creating demand, establishing a brand, and reducing circulation costs.
Secondly, advertising is both an economic phenomenon and a cultural phenomenon, so it must also pay attention to social benefits. It is necessary to embody the purpose of serving the public, correctly guide consumption, advocate healthy life concepts and lifestyles, encourage good social customs and interpersonal relationships, cultivate the public's noble ideological sentiments and cultural accomplishments, and promote the development of material civilization and spiritual civilization.
Principle of artistry
Advertising should be processed and created on the basis of reality to make it have a certain degree of artistry. Art appeals to human emotions and resonates with the human soul. Those advertisements that combine entertainment and dissemination of information can always attract many consumers. They are refreshing. Some are exaggerated, some bright, some dignified, some humorous, etc. These advertisements can always arouse people's imagination and stir up people's emotions. Those dry, dull, dry and tasteless advertisements will not give people a sense of beauty and will not produce good publicity effects. They are just a waste of resources.
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