For example: advertising copy: film and television advertising scripts, newspaper advertisements, leaflets and so on.
Corporate copy: corporate propaganda, news propaganda, image propaganda, etc.
Planning is a science based on reality and winning with creativity. Through this program, we can predict the development trend of things, seize opportunities, integrate various resources, formulate feasible optimization plans, and effectively achieve the set goals. Refers to the process of managing, operating, processing or manipulating market information; The process of planning, brewing, making decisions and applying strategies to the market. This is a systematic work with its own unique mode of operation.
What needs special attention is that planning is by no means an idea, creativity or idea, it is only a small part of planning.
It can be said: "Copywriting is an expression of ideas and a beautiful description; Planning is a way of thinking and a wonderful logic. "
Strictly speaking, copywriting and planning should be two interrelated but completely different professional divisions, and this kind of "compound professionals" is only produced because of the miniaturization of advertising companies in China. In addition, the marketing department or enterprise department of domestic small and medium-sized enterprises cannot have such a fine division of labor. In order to save costs, enterprises especially need a compound talent who can not only plan marketing activities externally, but also write advertising copywriting internally, so copywriting planning came into being.
Copywriting work is generally like this: customer demand information (business information is coming)-specific direction communication (general communication with customers about advertising content and direction)-writing manuscript (comprehensive results according to customer types, needs and communication opinions). Write a copy according to certain skills)-Give it to the design department (the manuscript is finally given to the design department, and the design department is responsible for visual expression)-Propose a plan to the customer-The customer will modify or approve it.
Planning is the upstream link of copywriting, which requires higher personnel quality than copywriting. Generally, a plan can make a qualified copy, but it is difficult to make a comprehensive plan for the copy. Planning is the program that carries the whole article, and copywriting is the chapter that makes the finishing point. Planning is the basis and framework of advertising system, and copywriting is a link in advertising. The early stage of planning can involve a series of complicated processes such as market investigation, analysis and refining, and determine the creative direction of subsequent plane and copy.
Planning work content
1, responsible for the establishment, publicity, maintenance and promotion of the corporate image of the company;
2, responsible for market research, analysis of market information, grasp the situation of competitors, grasp the existing market situation;
3. Responsible for the introduction and implementation of the store promotion plan, and summarize and evaluate the promotion effect;
4. Be responsible for coordinating the relationship with relevant news media and preventing and preventing the occurrence of negative reports that are not conducive to the company;