market survey report
Before advertising planning, the first step must be to understand, analyze and study the target market. Market research report, or market research report and market proposal, is an important element of advertising copy writing. People who read market research reports are generally busy business managers or heads of relevant institutions. Therefore, when writing a market research report, we should strive to be clear, concise, easy to read and understand.
1. The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, annexes, etc.
(1) title
The title, report date, entrusting party and investigating party should be printed on the title page.
With regard to the title, it is generally necessary to clearly and specifically express the surveyed unit and the survey content on the same page as the title, such as Harbin Household Appliance Market Survey Report. Some investigation reports also take the form of headlines and subheadings. Generally speaking, the headline expresses the theme of the survey, while the subtitle specifically indicates the units and problems of the survey. Such as: Survey Report on Jujube Readers in Consumers' Eyes.
(2) content
If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report should be listed in the form of a catalogue or index, and the title, relevant chapter numbers and page numbers should be indicated. Generally speaking, the length of a directory should not exceed one page. For example;
catalogue
1, survey design and organization implementation
2. A brief introduction to the composition of the respondents
3. Brief introduction of the main statistical results of the survey.
4. Comprehensive analysis
5, data summary table
6. Appendix
(3) Overview
The overview mainly expounds the basic situation of the subject, that is, according to the order of market research topics, it expounds the principles of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey. It mainly includes three aspects:
First, briefly explain the purpose of the survey. That is, briefly explain the origin of the investigation and the reasons for entrusting the investigation.
Two, a brief introduction to the survey object and content, including time, place, object, scope, main points and questions to be answered.
Thirdly, the methods of investigation and research are briefly introduced. Introducing the methods of investigation and research helps to convince people of the reliability of the investigation results, so we should briefly describe the methods used and explain the reasons for choosing the methods. For example, whether to use sampling survey or typical survey, whether to use field survey or copywriting survey, these are generally the methods used in the investigation process. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis and cluster analysis, should also be briefly described. If there is a lot of content, there should be a detailed technical report to explain and supplement it, and attach it to the annex of the last part of the market research report.
(4) Text
The text is the main part of the market survey and analysis report. This part must accurately explain all relevant arguments, including the conclusion from the problem to the conclusion, the whole process of argumentation, the method of analyzing and studying the problem, all the survey results and necessary market information for market decision makers to think independently, as well as the analysis and comments on these situations and contents.
(v) Conclusions and recommendations
Conclusions and suggestions are the main purpose of writing a comprehensive analysis report. This part includes a summary of the main contents put forward in the introduction and text, and puts forward some choices and suggestions on how to use proven measures and solve specific problems. Conclusions and suggestions should closely correspond to the text, and no conclusions without evidence or arguments without conclusive opinions should be put forward.
[6] Accessories
Attachment refers to the part of the investigation report that cannot be included or not mentioned in the text, but it must be accompanied by explanations related to the text. It is a supplement or a better explanation to the written report. Including data summary table, original materials, background materials and necessary technical reports, such as details of selected samples and copies of documents used in the investigation.
Second, the contents of the market survey report
The main contents of the market survey report are:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, the method of analysis. Such as sample extraction, data collection, sorting and analysis techniques.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.
Advertising plan book
Advertising planning, also known as advertising planning, is the pre-conception and planning of the overall advertising activities or certain activities on the basis of market research. The advertising plan lists all the arrangements that need to be taken in the advertising campaign and instructs the relevant personnel to implement it at a specific time. It is the official action document of advertising activities.
There are two forms of advertising plan, one is tabular form. This form of advertising plan lists the advertiser's current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal target, advertising area, advertising content, advertising performance strategy, advertising media strategy and other promotion strategies. Among them, the advertising target column is divided into small columns such as popularity, understanding, love and purchase intention. Generally, specific sales volume or sales volume is not used as the advertising target. Because sales volume or sales volume is only a reference value to judge the advertising effect, they will also be affected by the packaging, price, quality and service of goods (services). This kind of advertising planning is relatively simple and not widely used. The other is an advertising plan book described in written language, which is widely used. This kind of advertising plan written in the book is also called advertising plan book. What people usually call an advertising plan book and an advertising plan book are actually the same thing, and there is not much difference.
A complete advertising plan should at least include the following contents: 1, preface; 2. Market analysis; 3, advertising strategy or advertising focus; 4. Advertising objectives or demands; 5. Advertising area or complaint area; 6. Advertising strategy; 7. Advertising budget and distribution; 8, advertising effect prediction. Of course, advertising planning may be different because of the writer's personality or case, but the content is basically the same. Let's briefly describe the thinking problem when writing.
1. The preface should briefly explain the time limit, tasks and objectives of the advertising campaign, and if necessary, explain the marketing strategy of the advertiser. This is the essence of the whole plan. Its purpose is to put forward the main points of the advertising plan, so that the senior decision-makers or executives of the enterprise can read and understand it quickly, so that when the senior decision-makers or executives have doubts about a certain part of the plan, they can quickly understand the details by browsing. This part of the content should not be too long, and it is best to use a few hundred words. Therefore, some advertising plans call this part an executive summary.
2. The market analysis part generally includes four aspects: (1) enterprise operation analysis; (2) product analysis; (3) Market analysis; (4) consumer research; When writing, we should explain the characteristics and advantages of advertising products according to the results of product analysis. Then, according to the market analysis, the advertising products are compared with all kinds of similar products in the market, and the preferences and prejudices of consumers are pointed out. If possible, we can also make suggestions on the improvement or development of advertising products. Some advertising plans say that this part is divided into situational analysis, which briefly describes the history of advertisers and advertising products and evaluates products, consumers and competitors.
3, advertising strategy or advertising focus, generally should be based on product positioning and market research results, to clarify the focus of advertising strategy, explain how to make advertising products in the minds of consumers to establish a deep impression. How to stimulate consumers' interest in buying, how to change consumers' habits and let consumers choose and use advertising products. How to expand the sales target range of advertising products? In what way can consumers form new buying habits? Some advertising planners add promotional activities to this part of the content, stating the purpose, strategy and ideas of promotional activities. Some even regard the promotion plan as a separate document.
4. In the part of advertising object or advertising appeal, it is mainly based on product positioning and market research to calculate how many people and how many households there are advertising objects. According to the results of crowd research, the analysis data about the crowd are listed, and the demand characteristics, psychological characteristics, lifestyle and consumption patterns of potential consumers are summarized.
5, advertising area or appeal area, should determine the target market, and explain the reasons for choosing this specific distribution area.
6. In the part of advertising strategy, the specific details of advertising implementation should be explained in detail. The author should design the media plan clearly, completely and concisely, and the degree of detail may depend on the complexity of the media plan. You can also make a separate media plan. Generally, at least the media used, the purpose of using the media, the media strategy and the media plan should be clearly stated. If you choose multiple media, you need to explain the publishing and broadcasting of various media and how to cooperate with each other.
7. In the part of advertising budget and distribution, according to the content of advertising strategy, the choice of media, the required expenses and the price of each broadcast should be listed in detail. It is best to make a table to list the expenses of research, design and production. Some people also included this part in the advertising budget book for special introduction.
8. The part of advertising effect prediction mainly explains the expected goal of implementing advertising activities according to the advertising plan with the approval of advertisers. This goal should correspond to the goals and tasks specified in the preamble.
When actually writing an advertising plan, the above eight parts can be added, subtracted or combined. If you can add public relations planning, advertising suggestions and other parts, you can also change the last part into a conclusion or conclusion, depending on the specific situation.
Writing advertising plans is generally short. Avoid verbosity. Concise, summarize and classify, delete all redundant words, try to avoid repeating the same concept, and strive to be concise, easy to read and understand. Don't use too many pronouns when writing an advertising plan. Decision makers and executors of advertising planning don't care whose ideas and suggestions are, they need facts. It is best to have a brief summary at the beginning of each part of the advertising plan. In each part, the source of the information used should be explained to increase the credibility of the plan. Generally speaking, advertising planning should not exceed 20,000 words. If the space is too long, charts and related explanatory materials can be solved through the appendix.
In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts will be listed specifically to form a relatively independent copy. That's another story.
Media planning book
Advertising should spread advertising information through certain media. Different advertising media have different advertising costs, advertising design, advertising strategies and advertising effects. In addition, different advertising media will produce different advertising effects when used in different time and place or in different combinations. Therefore, media planning books are often needed in advertising activities.
1, the form of media plan books can also be divided into two categories. One is the form, which is usually filled out by the advertising subject. The horizontal column is the month and the vertical column is the media name. That is, fill out the monthly media plan separately. Newspaper media take the number of columns and rows as the unit of measurement, TV broadcast media take seconds/times as the unit of measurement, and other media are calculated according to the corresponding units of measurement. The other is to write the media plan into written materials. Only media planning books with written descriptions are introduced here.
2. The content of the media plan can be roughly divided into five parts: (1) preface or abstract; (2) Background comments and situation analysis; (3) Media purpose or media goal; (4) media strategy; (5) Planning description.
In the preface, the basic strategies and elements of media planning are reviewed. The background comment and situation analysis briefly describe the market situation of products (services), summarize the marketing objectives and advertising objectives, and explain the creative direction. The purpose of the media is to make a clear and operable statement on the goals or objectives to be achieved by the media plan. In the part of media strategy, it summarizes how to achieve media goals from the aspects of media selection, media cooperation, frequency arrangement of advertising time slots and cost allocation. In the part of plan description, the implementation elements of media plan and the reasons for choosing various strategies and media are expounded. All tactical practices can be included in this section.
3. It should be noted that the above five parts are not static and can be increased or decreased according to specific conditions. The purpose of writing a media plan book is to let relevant personnel know the specific operation and function of the media in advertising activities.
Advertising budget book
Advertising budget is a plan to calculate and allocate funds for advertising activities, and it is also an important part of the overall scheme of advertising planning. The advertising budget puts forward the quantity and specific distribution scheme of advertising expenses.
1. Advertising budget books generally show the expenses, plans and distribution of advertising budget in detail in the form of charts. The format and content of advertising budget should be drawn up according to the specific projects involved in different business needs. Generally, the vertical column is divided into items, expenditure content, expenses and execution time, while the horizontal column is a detailed classification of items, such as market research fees, advertising design fees, advertising production fees, advertising media rents, service fees, promotion and public relations fees, etc. The back of the advertising budget book is usually accompanied by explanatory text to explain the contents of the budget book.
2. The format and content of the advertising budget can't be the same, depending on the specific business project. You can also specify some items, such as other miscellaneous expenses, which can be divided into: post and telecommunications expenses, transportation expenses, travel expenses, labor expenses and other expenses. You can also add items, such as office expenses or management fees, employee salaries or advertising agency service fees.
The basic format of the advertising budget book is as follows:
Budget Entrusting Unit: Person in Charge: Budget Unit: Person in Charge:
Advertising Budget Item: Duration: Total Advertising Budget: Budgeter:
Advertising budget time: budget book number. ：
project
Expenditure content
expense
execution time
Market research fee
1. Literature retrieval; 2. Field investigation; 3. Research and analysis
Advertising design fee
1. newspaper; 2. magazines; 3. TV; 4. radio; 5. Others
Advertising production fee
1. printing; 2. filming; 3. engineering; 4. Others
Media rent
1. newspaper; 2. magazines; 3. TV; 4. radio; 5. Others
Public relations promotion fee
1. Public relations; 2. Promotion: A market, B market, C market and D market.
service charge
Management cost
Other miscellaneous expenses
Maneuvering cost
General plan
Remarks:
Advertising summary report
After the advertising plan is implemented according to the contents listed in the advertising plan and the details of the work schedule, the advertising effect should be tested in time, and a summary report should be written in combination with the situation of the advertising implementation process and the problems found, which will serve as opinions for improving the advertising work in the future, and also provide information feedback to advertisers and market information consultation for enterprises to improve products or develop new products.
Summary report generally includes 1 and preface; 2. Summary of preliminary work; 3. Main achievements; 4. There is a problem; 5. Five contents such as improvement measures and suggestions.
1, preface. The preface, like advertising planning, mainly introduces the purpose of this advertisement and what effect it has achieved through advertising activities.
2. Work summary. This paper mainly reviews the previous work process, introduces the scale, scope and influence of advertising communication activities in detail, summarizes the work results and experience, and explains whether the predetermined advertising goals have been achieved.
3. Main achievements. In the main achievement part, according to the advertising campaign process and the results of advertising effect survey, the achievements of this advertising campaign in product brand building, advertising creativity, product promotion effect, public relations and so on are introduced in detail. Introduce in detail the impressive degree of product brand among consumers, the appeal and appeal of advertising creativity, the sales achievements of products and the development level of public relations. Especially news reports, newspaper clippings should be collected as attachments and filed for future reference. At the same time, this group of people should fully affirm the advantages and characteristics of products and the excellent characteristics of advertisements found in advertising activities and advertising effect surveys, and make a reasonable evaluation of advertising performance.
4. There is a problem. At this stage, there are mainly two aspects: summarizing the problems existing in advertising activities and the problems existing in product quality. In the summary of advertising activities, it is necessary to point out the unsatisfactory aspects of advertising creativity, advertising performance and advertising expression for future work improvement. At the same time, if there are some changes in advertising strategy, advertising strategy, etc. It should also be pointed out that.
According to the test results of consumers' reaction to products, truthfully evaluate the existing problems of products, such as whether the brand image of products meets the requirements of consumers, whether the style and quality of products are satisfactory, and whether the promotion methods of products need to be improved. All these should be pointed out one by one, so as to form a complete information feedback to the production department and sales department of the advertiser's enterprise and help the enterprise improve its production and operation.
5. Improvement measures and suggestions. It is necessary to put forward opinions and suggestions for improvement in advertising activities and advertiser products. Put forward specific measures to improve future advertising activities, put forward specific suggestions for enterprise promotion and product production, and fulfill the overall responsibility for advertisers.