TV advertising plan
TV Advertising Plan
The fulfilling work life has passed without noticing. We will start a new round of work and have new work goals. Let us look forward to the future. Make a plan for your work. How to write a planning letter appropriately? Below is the TV advertising planning book I compiled. Welcome to read and collect it.
TV Advertising Plan 1
1. Foreword
As a long-established professional furniture comprehensive market, Yulong Furniture landed in Kunming in 1997 and has been operating for 7 years. Years of market practice have allowed Yulong to accumulate rich experience in furniture market development and sales. However, as the market competition becomes increasingly fierce, it also brings unfavorable factors to the promotion of Yulong Furniture brand, so that it once struggled in the competition. Fortunately, Yulong has realized its shortcomings, focused on long-term market goals, and is brewing a market strategy for rapid development. In September this year, Yulong Furniture invested more than 50 million yuan in a comprehensive renovation and expansion of the original furniture mall. Yulong Furniture Mall, which originally had only two floors, has become three floors, with a business area of more than 100,000 square meters, and its business scale has reached a new level.
However, with the value of brands in other furniture markets soaring today, it is not easy for Yulong Furniture to catch up! Yulong Furniture should learn from the successful experience of others’ brand strategies and rebuild the Yulong brand image. This article only puts forward constructive suggestions for Yulong TV advertising planning and broadcasting strategies. Please feel free to make corrections.
2. Market Analysis
In recent years, Kunming’s furniture market has experienced unprecedented prosperity. A large number of professional furniture markets have landed in Kunming one after another, and a wide variety of furniture brands have come to Kunming to compete for a piece of the pie.
In terms of geographical location, Xiaobanqiao Town has successively established professional furniture shopping malls such as Yulong, Classic, Desheng, Lantian and Desheng, occupying half of Kunming’s furniture market. Among them, Desheng Furniture City is the most popular. As Yulong's main competitor, in terms of scale, Victory is unique in Yunnan and even the southwest. It can be said that Desheng has spent a huge amount of capital on brand building. Facing the nearly saturated furniture market, Desheng continues to seek changes and innovates business concepts during development, namely scale advantages, brand advantages and advertising advantages. The scale effect can reduce expenditures in terms of labor costs, operating costs, tax costs, etc., while brand and advertising advantages create a successful market situation and a stable customer base. Various advantages have created very impressive retail sales for Victory. In addition, after years of careful management, Desheng's brand awareness and reputation have been established. In terms of market share, victory has always been far away in both retail and wholesale markets. But judging from the overall market situation, a successful marketing network is not indestructible. There is still a large market space in the huge furniture market.
First of all, the business premises of Victory Furniture is relatively long and messy. The independent street-style shops prevent Desheng from taking advantage of its professional integration advantages as a whole. Each agent does its own thing and lacks an integrated business approach, which makes it more difficult to realize the brand strategy of Desheng and the unified effect of external publicity. Secondly, judging from the brand factors, business model, and operating conditions of Desheng Furniture, the market response of Desheng Furniture is not sensitive, and it is difficult for many businesses to coordinate and follow the changing market trends compactly. Judging from previous market experience, Desheng's huge scale, wide variety, and powerful advertising have allowed Desheng to lead the Yunnan furniture market for a long time, thus covering up its own shortcomings. With the growth of the economy, the continuous improvement of consumer tastes and the increasing number of competitors, the advantages of winning will gradually fade away, and its shortcomings will also be exposed. Thirdly, although Desheng has always led the Yunnan furniture market, it has not achieved an imperial-style monopoly or a partial monopoly. The strengthening of the market is imperative. Optimistically, Desheng has not yet had an obvious effect of market strengthening, and opportunities for other merchants to compete for the market have also emerged.
Although the expanded Yulong still carries the baggage of the previous poor market response, its own advantages have gradually emerged. First, luxurious and transparent stores can give consumers a sense of grandeur and scale; they reduce the time and pressure of understanding the market and make it easier to compare products. A relaxed shopping environment will naturally win the favor of consumers. Second, the three floors of stores are all different. Wholesale, retail, high, medium and low-grade centralized stores can give consumers strong visual and sensory stimulation, and the professional advantages are highlighted. Third, from the perspective of short-term strategic goals, Yulong wisely avoids De Sheng Furniture, which has strong retail advantages, and focuses on strengthening the wholesale market to stabilize its position in the minds of consumers. As Yulong General Manager Song Siming said, price competition is only a short-term means. The final competition must be determined by scale, strength, talent, and service. Taking this as a starting point, I believe that Yulong will create a new corporate culture in the short term and occupy a considerable market share.
According to expert analysis, the Yunnan furniture market should pay attention to the following points in the future:
2. What consumers consider most about furniture is comfort and ease of transportation, color, price, Life expectancy design will gradually take a back seat.
3. Functional furniture continues to rise, and consumers have strong requirements for functional and flexible furniture.
As the home decoration market continues to standardize and mature, many businesses have begun to "customize" furniture. Ingeniously combine furniture and interior decoration.
4. Simple and diversified furniture will be the new direction of market development in the future. The shape is simple and lively, with a strong sense of the times and good market prospects.
3. Brand positioning
1. Functional positioning: a large one-stop comprehensive furniture mall.
2. Image positioning: domestic first-class furniture shopping mall.
3. Crowd positioning: various customer groups with purchasing power in the region.
4. USP (unique selling proposition): transparent comparison shopping and hierarchical shopping.
5. Brand name suggestion: Change "Yulong" to "Yulong". With the help of the allusion of "Dayu's flood control" and the huge concrete image of the dragon, the past impression of "Rain Dragon" has been changed and a new atmosphere has been created, which can be described as majestic and majestic.
IV. Products - Opportunities
1. Large-scale, with a large indoor store of 100,000 square meters.
2. The store is luxuriously decorated and stylish.
3. The stores have a strong sense of hierarchy and different types of stores are concentrated.
4. The shopping environment is transparent and relaxed, making it easy for customers to compare.
5. Attentive service, moderate price, and abundant potential customers.
6. You can rely on your original market advantages, leverage your strengths and avoid weaknesses, and reshape and enhance your brand.
7. Convenient transportation and highways extending in all directions.
5. Product - Problem Points
1. Previous brand problems will affect the current market situation, and rebranding is required.
2. The advertising was not in place and the new Yulong Furniture City was not fully introduced to the market.
3. Failure to convey clear corporate culture to consumers.
4. Competitors are very strong (especially Victory Furniture)
6. Advertising strategy
Use TV rigid advertisements and advertising special topics (category 2) TV advertisements) are mainly used, followed by other soft methods such as participating in TV columns and news reports.
The advertising feature film takes the theme of reshaping Yulong Furniture City and focuses on promoting the various advantages of Yulong Furniture City after its expansion. Taking Kunming City as the target area, we will conduct short-term special promotions during prime time. Rationally appeal to Yulong's overall changes and new corporate culture and business philosophy.
TV advertising should adopt a dual appeal approach. First of all, with Kunming as the target area and supplemented by advertising feature films, we will focus on strengthening the new image of Yulong Furniture City in the minds of consumers in Kunming. Secondly, use the advertising time slots of Yunnan TV and Kunming TV as carriers to radiate the furniture market in all states across the province. It should be noted that in terms of appeal content, Kunming urban area should focus on retail, supplemented by wholesale, while in the whole province Within the province, wholesale should be the main focus and retail sales should be supplemented. The above two cooperate with each other and complement each other. The estimated time is about half a year.
7. Media Selection
Media Name Media Period Length Frequency Reason for Selection of Broadcasting Time
Yunnan TV Satellite Channel (1 Set) First and Second TV Series 15 Covering the whole country in seconds. It has strong ratings and regional radiation intensity, is authoritative and highly credible, and can complete brand building in a short time.
Yunnan TV Economic Channel (2 sets) has a 15-second insert in the middle of the "Urban Barcode" column covering the entire province. This column has ranked first in Kunming's ratings. As a rising star in Yunnan TV, its soaring ratings ensure advertising coverage.
Kunming TV Station 1 News Channel (1 set) inserts 15 seconds into the TV series. Kunming TV Station 1 broadcasts the first round of outstanding TV dramas, which has always been the time period that attracts the highest ratings in Kunming. Able to quickly complete brand building and enhance brand awareness.
Kunming TV Film and Television Channel (5 sets) The professional film and television channel that inserts 15 seconds into TV series has a huge viewership group and can quickly disseminate corporate appeal information and increase corporate brand awareness. TV Advertising Plan 2
Assignment assigned by the planning teacher: plan a program for the school TV station.
Subject: TV program planning
****College TV station
****TV station is for ** students, paying attention to campus life and campus hot spots. Pay attention to the living conditions of college students. Therefore, the TV columns that campus TV stations can set up include the following types:
1. News and information categories: "Normal College News" and "New University Perspectives".
2. Special news categories: "Big Things", "Big Shots"
3. Entertainment variety shows: "I skipped class today", "Things in the Dorm"
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4. Life service category: "I am a girl", "Weather Forecast"
5. Comprehensive education category: "Show Time", "We love learning", "I am a teacher" Who are you afraid of?"
6. Campus sitcom: "Campus Laughter Group"
As a publicity media, television is responsible for the school's "mouthpiece" and "contact with teachers and students" "Bridge"'s dual function.
Therefore, news programs and feature programs are the foundation of a television station and are related to the survival of the television station and should be taken seriously. Among them, "Normal College News" takes the form of news stories, telling the news that happens in the school from the school leaders to the canteen aunts. "New Perspectives on the University" is a comprehensive observation and analysis of the new atmosphere and new trends of thought on campus. The special news program "Big Things" is more in-depth on the basis of information and provides in-depth coverage of unresolved events on campus; "Big Shots" is an exclusive interview with celebrities on campus, who may have outstanding talents. A student, a knowledgeable teacher, or even a popular canteen aunt.
Since the audience of the TV station is college students, in order to ensure ratings, our programs must be closer to the lives of college students and arouse their enthusiasm. Therefore, variety entertainment programs must maintain quality and quantity. "I skipped class today" and "Something in the Dorm" are columns specially designed to suit students' lives. They strive to attract audiences with humorous program styles and novel and interesting program content, and are promoted as the station's signature columns. The life service categories "I am a Girl" and "Weather Forecast" also adopt a relatively relaxed approach. The campus sitcom "Campus Laughter Group" is also a highly entertaining program.
On campus, learning is always the main theme. Therefore, for a school media, educational programs are essential, but we must avoid falling into clichés and preaching. "Show Time" is an English learning program, and the host must be bilingual. "We Love Learning" is a comprehensive educational program that combines fun and academic aspects.
In addition, based on the actual situation of more girls than boys in our school and the characteristics of normal colleges, we have set up special programs "I am a girl" and "I am a teacher, who am I afraid of". It is mainly aimed at the majority of female students and normal school students, and disseminates information in a targeted manner. TV Advertising Plan 3
Talk show "Business Tao"
Part One: Real Environment
Background Analysis: Based on background analysis and market research, this type of program It has a broader audience base and market space. Relatively speaking, the number of such programs is small and the competition is low.
Part Two: Program Settings
1. Program Name "Business Tao"
2. Program Category Commercial Talk Program
< p> 3. Purpose of the programThis program is based on business elites and successful entrepreneurs. Talk about your personal growth and success experiences in a relaxed conversation. It comprehensively displays the living conditions and living environment of this class. Highlight your social responsibility as an entrepreneur.
Social responsibility is the ethical care and obligation that everyone has in their hearts and feelings toward other people in a specific society. Social responsibility refers to a person's responsibilities and tasks towards others, nature and society. The sense of social responsibility is a citizen's strong conscious awareness and lofty emotions, will and attitude towards this responsibility. The conscious understanding of one's own social rights and obligations is the internal driving force for a person's healthy socialization.
If this society is a machine, each of us is a part of the machine, as big as a handle or as small as a screw. Every part is indispensable. We have to think that the work we do today allows our enterprises to survive. Only when enterprises survive can our social wealth increase and our country survive. In other words, every effort we make is contributing to the development of the country and the progress of society. If there was such a proud sense of social responsibility, everyone would work very hard.
To be more specific, society is not a collection of countless independent individuals, but an indivisible whole that complements each other. Although society cannot exist apart from individuals, the purely independent individual is a non-existent abstraction. To put it simply, no one can live alone without communication. Therefore, we must have a sense of responsibility towards society and other people, rather than just living for our own desires. Only in this way can we make society a better place.
The sense of social responsibility is specifically manifested in the socialization of individual thinking, that is, the expansion of the object of thinking from the self to society; it is also manifested in the individual's active and comprehensive participation in social life. Citizens in different societies and at different times have different contents of their sense of social responsibility. The social responsibility of citizens in the primary stage of Chinese socialism is prominently reflected in their concern and thinking about the future and destiny of the motherland, their understanding and support for reform and opening up, and their concern and participation in political life. A socially responsible person should have three main qualities: insisting on morally correct ideas or truths; insisting on practicing the principles of justice; and being willing to make contributions and sacrifices for others.
The responsibility of enterprises to pay attention to social groups is an inevitable requirement for participating in international competition in the context of globalization. Correct corporate values govern the normative behavior of enterprises. For example, provide the society with products or services that meet regulatory requirements and customer needs, borrow money from banks with integrity, work with suppliers to create a win-win or multi-win situation, resolutely abandon unscrupulous competitive behaviors for personal gain, and avoid pollution to the environment. or harm the interests of other relevant parties. Obtain value-added effects such as media publicity and development of government relations resources.
Competition in modern economic society is becoming increasingly fierce. Whoever wins the hearts of the people wins the market and is the winner. In a sense, corporate charity shows are worthy of admiration. Enterprises expand their influence through public welfare activities, which is a win-win behavior that benefits the public and private interests. Characteristics such as public welfare, voluntary nature, and non-governmental nature have become the main force of public welfare undertakings. Strengthening cooperation with non-profit organizations, focusing on social hot spots, designing reasonable projects, and formulating good execution plans can maximize a variety of benefits.
College students are the country’s precious human resources, the hope of the nation and the future of the motherland. Whether contemporary college students have a strong sense of social responsibility and historical mission will be related to the historical process of the great rejuvenation of the Chinese nation, and also directly related to their own happy growth. Therefore, we should also focus on strengthening college students’ sense of social responsibility. To polish the quality of modern talents, we must start from cultivating college students' individual moral qualities, organizational structure, organizational culture and society's role expectations for college students, comprehensively improve and develop, guide, cultivate and motivate college students in the future, so as to make college students' future interests, needs, motivations and Values, ideals, beliefs, and world views conform to the needs of society, prompting college students to continuously pursue a more noble spiritual realm and behavior, improve themselves, and improve their lives.
IV. Program Goal: Comprehensively display the current life of entrepreneurs. Through their business experience, they will guide and inspire more people who are interested in doing business, especially college graduates. At the same time, it is necessary to demonstrate the social responsibility of entrepreneurs and use the power of the media to establish connections between enterprises and unemployed people to help them solve work problems.
5. Features of the program:
1. At the end of the program, entrepreneurs are proposed to auction a meaningful item of their own to the national audience. The audience can contact the foundation by phone or online . All funds raised will be used for charity by the SynTao Foundation.
2. Each episode of the program invites several unemployed college students from impoverished mountainous areas who are interested in doing business to visit the program in person to encourage and support them to start their own businesses and contact relevant companies to create job opportunities for them. The audience consists mainly of college students and people interested in business.
3. In each program, a commercial advertisement of about five minutes specially made for the guest's company will be inserted in each program as a reward for the company and the guest.
4. Break the rigid and incomprehensible limitations of traditional commercial programs, highlight lively and in-depth features, embody a relaxed atmosphere, and at the same time demonstrate wisdom and rationality.
5. Not only tells the personal growth stories of business elites, but also shows their understanding of business ethics, life perspectives and life reflections. Use images to truly record the living conditions and commercial value of this special group in this specific period.
6. The audience is relatively wide. It will neither focus on light entertainment like "A Date with Lu Yu", nor will it be as serious and professional as traditional commercial programs, with a high-end positioning. The characters we present are high-end, but they can provide useful inspiration to each of us. Our program also strives to target corporate managers, scholars, experts, and corporate white-collar workers, and provide them with a platform to showcase management experience and achievements.
7. Interpret the wealth, fashion and unique spiritual pursuits of the elite, and reflect the lifestyle of successful people.
8. Establish the SynTao Foundation to cooperate with the program to better promote the program and do social welfare undertakings to serve the society!
9. In the program, listen to the guests’ interpretations of controversial topics in current society.
6. Program length: 60 minutes (including 5 minutes of commercials)
7. Broadcast period: 9:15 p.m.
8. Broadcast Number of publications: One issue per week
9. Copyright: All owned by the TV station
10. Cooperation method: The TV station cooperates with the company where the guest is invited to produce the program
Part Three: Filming Strategy
1. Host style positioning:
1. Required to show a dignified, calm and generous temperament without losing humor.
2. Have a good understanding of business and be good at understanding and summarizing.
3. Ability to describe objectively and with sharp ideas
4. Strong on-site control ability.
2. Advertising slogan: Talking about business legends and wealth
Part 4: The first program
1. Program theme:
The great achievements of the "stupid kid" - Jack Ma's revelation
2. Invited guests:
Jack Ma: a leader in the IT industry, entrepreneur, and speaker.
Position: One of the main founders of Alibaba Group, Chairman and CEO of Alibaba Group, Chairman and non-executive director of Alibaba Company, Director of SoftBank Group, Chairman of the Board of Directors of Yahoo China, Asia-Pacific Economic Cooperation (APEC) Business Advisory Committee (ABAC) member, dean of Alibaba Business School of Hangzhou Normal University, and director of Huayi Brothers Media Group.
On-location interview guests: Jack Ma’s wife, Alibaba Vice President, Yahoo Group employees.
Three Questions:
1. Have you ever had low self-esteem since you did not do well in math since you were a child? Have you ever suffered a loss due to poor math scores when starting a business?
2. Why did you resign from college and choose the uncertain future of the Internet instead of living a stable life?
3. What is the biggest difference between businessmen and entrepreneurs? How do you position yourself?
4. What is the most important thing in starting a business?
5. "Today is cruel, tomorrow will be even more cruel, the day after tomorrow will be beautiful, and most people will die tomorrow night." Do you want to tell everyone that you should persevere in doing things? But persistence should also have a certain degree. How do you think we should grasp this degree?
6. What is most important to you now? TV Advertising Plan 4
1. Foreword
Since our company has acted as an agent for the advertising of Haier flat-panel LCD TVs, we have actively worked on the marketing and advertising strategies of this series of products. plan.
After LCD flat-panel TVs slowly became a hot topic in 2016, such products have rapidly increased in popularity with their astonishing development speed and public attention, thus providing powerful and large electronic product merchants with opportunities. A vast competitive market. As the number one brand of Chinese home appliance companies, Haier is in a leading position in many fields. However, according to analysis, although the market for Haier flat-panel LCD TVs is large, there are many competing brands and large amounts of advertising investment, so the company will do its best to Efforts will be made to create greater business opportunities for Haier flat panel LCD.
2. Advertising products
Haier flat-panel LCD TV
3. Advertising purposes
1. Promote named purchases
< p> 2. Strengthen product characteristics3. Degree of communication influence: well-known-understood-convinced-action.
IV. Market background analysis
(1) Target market: ordinary working-class families and young consumers who pursue fashion, suitable for all ages, satisfying the spiritual needs and pursuits of people in the city Modern psychology of pursuing fashion.
(2) Consumption preference: This product is aimed at people's desire for high quality and low price, and adopts a very high cost performance to attract people and compete with similar products at home and abroad.
(3) Purchasing mode: frequency of purchase, price, place and the quality that you are most interested in when purchasing.
(4) Information channels: The channels through which people obtain information are mainly through TV advertisements, radio advertisements and posters posted in shopping malls. The media that people rely on most should be the first two.
(5) Competition situation: Currently, the most popular brands of this type of products on the market include well-known foreign brands such as SONY, Samsung, and LG, while domestic brands include old TVs such as Hisense, Changhong, and Xia Xin Skyworth. brand. Foreign brands mainly have the advantage of advanced and excellent technology but higher prices, while domestic brands mainly have the advantage of low prices and complete functions. The sales situation is that foreign brands have a slight advantage.
(6) Conclusion: Although it is temporarily in a weak situation, the development prospects are broad and opportunities and challenges coexist. Only through continuous innovation can we remain invincible.
5. Advertising period
July ** - July **
6. Advertising area
All over the country Big cities
7. Advertising targets
General families
8. Market strategy (explain the market strategy of the product along the lines of market background analysis) < /p>
(1) Marketing objectives: Set the goals to be achieved in the marketing activities of the product based on the results of market background analysis. Goals should be specific and measurable. For example: strive to achieve sales of RMB 10,000 within a certain period of time, and strive to achieve a market share of %.
(2) Product positioning:
(3) Product analysis:
(4) Competitors: Who are the competitors? What are its advantages and disadvantages? Advertising status?
8. Advertising strategy
Targeting consumers -
1. Targeting consumers from all walks of life, use different media to promote Haier flat-panel LCD TVs.
2. In view of the current popularization of IVTV TV (bus online) on buses, Haier flat-panel LCD TV advertisements will be inserted in the middle of the program to make up for the shortcomings of mass media and have a public welfare effect.
3. In addition to formal large-scale advertisements, small advertisements are published from time to time in newspapers and magazines. Firstly, it saves money, and secondly, it can make up for the lack of frequency of large advertisements. As long as the design is concise and eye-catching, it will still have a great effect.
9. Advertising theme expression and media use
(1) Advertising content of billboards
Advertising slogan: Haier flat-panel LCD TV,
< p>Billboard:(2) TV advertising planning
Broadcast during prime time on the TV station:
Screen:
( 3) Broadcast format
The content of the broadcast is to introduce Haier flat-panel LCD TVs, and ask the manager of Haier Group to conduct a special interview on Haier flat-panel LCD TVs.
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