广告策划书格式（Format of advertising scheme）.docVIP

广告策划书格式（Format of advertising scheme） Cover: A complete advertising plan book should include a beautifully printed and well made cover to give journalists a good first impression. Advertising planning team list: In the planning text, the list of advertising planning teams can be provided to show the advertiser the degree of formalization of advertising planning, and can also indicate a sense of responsibility for the planning results. Catalog： In the advertising planning book directory, should be listed advertising in various parts of the book title, when necessary, should also be in various parts of the relationship with concise chart reflected, on the one hand can make the text appear, formal planning norms, on the other hand also allows the reader to easily find the directory to read. Preface： In the preface, we should outline the purpose, the process, the main method and the main content of the advertising plan, so that advertisers can have a broad understanding of the advertising plan. Text: Part 1: market analysis This part should include all the results of market analysis carried out in the process of advertising planning, and provide convincing evidence for the subsequent advertising strategy. Marketing environment analysis 1, macro restriction factors in enterprise marketing environment. (1) the macroeconomic situation in the target market; Overall economic situation Overall consumer trends Industry development policy (2) the political and legal background of the market: Are there any favorable or unfavorable political factors that could affect the product market? Are there any favorable or unfavorable legal factors that could affect product sales and advertising? (3) the cultural background of the market; Is there a conflict between the product and the cultural background of the target market? Will consumers in this market reject products because their products do not conform to their culture? 2, micro restriction factors in marketing environment. The rela