Four articles on essence of advertising campaign planning
1. Activity name
Eliminate small advertisements
2. Activity background
< p> Walking on the school road, the beauty of the campus deeply attracts passers-by. However, every time I go to the gymnasium and the back mountain to pick up express delivery, I always see various propaganda plastered on the walls by unscrupulous merchants. The posters have seriously affected the image of our school. Even if someone removes them, they will be plastered all over again soon. This is a cause that requires a long-term struggle. Principal Liu also proposed that as a student of Lingnan Normal University, we should maintain the school as a home and protect the environment of Lingnan Normal University. Everyone is responsible for the students. We have the obligation to make our own contribution to the environment of Lingnan Normal University.3. Significance of the activity
(1) By eliminating small advertising activities, we will pay attention to the long-standing environmental loopholes in Lingshi and beautify the campus living environment by eradicating them through volunteers;
(2) Allow volunteers to repay the school and society in the process of removing small advertisements, and learn the importance and significance of gratitude; (3) Volunteers should be pioneers in calling on and publicizing students We should collectively care for the school environment and pay attention to the school, a big family where everyone lives together.
IV. Event Time
March 31, 20xx, 15:30-16:30
V. Event Location
Lingnan Xinminyuan, Zhishanyuan exterior wall and gymnasium courier office of Normal College
6. Service objects
Xinminyuan Zhishanyuan exterior wall and gymnasium courier office pillars
7. Event organizer
"Thanksgiving for Dreams Come True" Volunteer Service Team School of Mechanical and Electrical Engineering
8. Event Process
(1) Early stage of the event:
p>1. Before the activity, let the deputy classes of each class conduct publicity activities in the class. The activity will recruit 10 volunteers, 5 of whom will be responsible for the back of the gymnasium, and 5 of whom will be responsible for the exterior wall of Xinmin Zhishan (the venue is public** *No application required).
2. Emergency plan: In case of special weather such as holidays and heavy winds and rains, the event will be canceled and the school leaders will be notified in advance of the cancellation; if the number of small advertisements is not large, the number of volunteers can be appropriately reduced. quantity.
(2) During the activity:
1. At 3:10 pm on Saturday, the team leader of the second-level college arrived at the entrance of Zhidao Garden to pick up tools, and the volunteers arrived at 3:15 pm Arrive on time, and after the team leader has completed the attendance check, he will use 5 minutes to explain the work content and precautions to the team members.
2. The volunteers were evenly divided into two groups. One group went to the courier office behind the stadium, and the other group went to Zhishanyuan and Xinminyuan to carry out small advertisement eradication activities, eradicating the small advertisements on the walls and pillars. And avoid leaving too much paper scraps on the wall, and dump the rubbish into nearby trash cans.
3. After the activity, gather at Zhidao Garden. The team leader of the hospital team will check the eradication situation and inventory the inspection tools. After the team leader of the hospital verifies that the tools are correct, the tools will be returned and the activity will be completed.
9. Expected effects
The school environment will be more beautified. Through activities, volunteers will feel the joy of contributing to the college's work, and they will develop their ability to be hardworking and willing to contribute to others. Dedication.
10. Precautions
(1) All participants must obey the work arrangements, perform their respective responsibilities, and carry forward the spirit of not being afraid of hardship and tiredness to ensure the smooth development of the activity .
(2) During the work process, you are not allowed to play with mobile phones or make noise, and you must work seriously.
(3) All personnel participating in the activity must remain polite, be proactive and enthusiastic when serving, speak appropriately, and avoid conflicts.
(4) Unless there are special circumstances, you are not allowed to leave without permission during the event. If a student leaves, it will be deemed that the student has given up the activity time. In special circumstances, the team leader must agree and explain the reasons before leaving. At the same time, it must be ensured that someone will complete the work.
(5) Volunteers in this event must participate voluntarily to ensure that all actions in this event are voluntary.
(6) Each staff member participating in volunteer activities must comply with and fulfill the above precautions so that the activities can proceed normally.
11. Time Arrangement
"Thanksgiving·Dream Come True" Volunteer Service Team School of Mechanical and Electrical Engineering
Party A:
Address:
Company representative:
Party B:
Address:
Company representative:
Both parties After friendly negotiation, Party A entrusts Party B to design, plan and implement the project.
In accordance with the provisions of the "Contract Law of the People's Republic of China" and relevant laws and regulations, Party A and Party B have reached consensus on the principles of friendship, equality, fairness and mutual benefit, signed this agreement, and shall abide by and implement it:
p>
Article 1: Activity name, time and location
Activity name:
Activity time:
Activity location:
< p>Article 2: Agreement periodThe specific time for Party A to entrust Party B to carry out activity planning and implementation: months
If Party A proposes to continue planning outside this activity period, additional fees will be charged.
Article 3: Obligations and Powers
Responsibilities of Party A:
1. Party A is responsible for confirming or proposing modifications to the planning plans for each project provided by Party B Opinions;
2. The matters that Party A is responsible for include but are not limited to the following matters:
① Party A is responsible for the guest invitation work
② Party A is responsible for the internal affairs of the company Invitations from leaders and related arrangements
③Party A is responsible for setting clear goals and related requirements for the event
Party B’s responsibilities:
1. Party B is responsible for providing design plans and the design concept, and submit it to Party A for confirmation;
2. Party B will provide the final manuscript required by Party A based on the design plan confirmed by Party A in writing;
3. Party B is responsible for Matters include but are not limited to the following matters:
① Party B is responsible for the planning, execution, production and construction of the overall effect of the event
② Party B is responsible for the rental of equipment required for the event
③ Party B is responsible for the installation of on-site audio and video equipment (on-site power and network installation are the responsibility of the site)
4. Party B is responsible for the safety of the matters it is responsible for in Article 3, paragraph 3. Responsibility for the execution and use of relevant equipment, venues, instruments and equipment
Article 4: Event planning fees and payment methods
1. Full cost: RMB (in capital letters
Prepayment (50%): □ Cash payment □ Bank transfer □ All payments made in one go
Account opening name:
Account number:
Account opening bank :
2. After the event, Party A needs to settle the balance within 3 working days (pay first, then invoice)
3. Attachment 1 lists the event Cost budget list
4. The implementation of the activities should be carried out in accordance with the planning plan confirmed by Party A. If the planning plan is adjusted according to the actual situation, it must be confirmed in writing by Party A in advance. Both parties will, based on the adjusted budget, And the settlement will be based on the actual cost occurrence. If Party A proposes an adjustment, it shall do so in writing, and both parties shall confirm the corresponding cost changes. If Party A fails to propose and confirm the cost in writing, or Party A proposes If the adjustment cannot actually be performed (including insufficient time), Party B has the right to implement it according to the original plan and collect the previously agreed amount.
Article 5: Liability for breach of contract
1. Party A fails to give necessary instructions, confirmations and approvals in a timely manner, fails to perform its obligations as agreed in the agreement, and other consequences occur If the agreement cannot be performed, the party shall be liable for breach of contract and shall pay Party B 5% of the total amount of the agreement as liquidated damages
2. Party B delays in submitting the design plan due to Party A’s delay in paying Party B the materials required. Party B does not have to bear liability for breach of contract, and it does not affect Party A's on-schedule payment
3. Party B cannot submit the design plan as required by the agreement, or cannot provide services and products according to the attached work time schedule. If the service quality is inconsistent with the agreement, Party B shall pay Party A 5% of the total amount of the agreement as liquidated damages
4. Party A shall pay Party B according to the time and settlement method agreed in this agreement, except In addition to the advance payment, Party A will pay Party B a late payment penalty of 0.5% of the total fee for each day of overdue payment.
Article 6: Force Majeure
"Force majeure" refers to natural disasters (including fires, floods, accidents, earthquakes), strikes, riots or turmoil, embargoes, and wars, Any future laws, orders, regulations or other *** acts, etc. If force majeure prevents, restricts, delays or interferes with Party B's performance of this contract, Party B shall be exempted from liability for the part of performance delayed or organized by the force majeure. However, Party B shall take reasonable measures to avoid or eliminate the reasons for non-performance. And once these reasons are eliminated, Party B shall continue to perform the terms of the contract that were forced to interrupt.
Article 7: Non-competition restrictions
During the validity period of this agreement, Party B shall not provide public relations consulting, planning and related services to any direct competitors of Party A.
Article 8: Confidentiality Obligations
1. Without permission, any Party B shall not disclose information to third parties (relevant laws, regulations, government agencies, securities exchanges or other regulatory authorities). At the request of the organization, except for the legal, accounting, business and other consultants and employees of both parties) to disclose any content of the terms of this agreement and the signing and performance of this agreement, as well as the information of the other party and the other party's affiliates learned through the signing and performance of this agreement. any information.
2. Party B undertakes to keep confidential the materials (including all personal information of guests) and other business secrets provided by Party A for the performance of this agreement, and to take all reasonable measures to ensure that they are kept confidential. Accepted materials are protected from distribution, dissemination, disclosure, copying, misuse and access by unrelated persons.
3. However, the confidentiality obligations in this Agreement do not involve the following information and materials:
①Information and materials disclosed through no fault of Party B
② Information that Party B can obtain from a third party without the obligation of confidentiality
③Information that Party B can prove to have known before signing this contract without the obligation of confidentiality
4. After the termination of this agreement, this confidentiality clause will still be legally effective within one year.
Article 9: Intellectual Property
Party B shall ensure that the services it provides, including but not limited to promotional supplies and event supplies, do not infringe the copyright, patent rights and trademarks of third parties. rights and other intellectual property rights. If a third party files an infringement lawsuit against Party A due to the above reasons, Party B is obliged to assist Party A. If this causes losses to Party A, Party B will also compensate Party A for the losses in accordance with the law.
Article 10: Legal Relationship
1. Party A and Party B hereby confirm and agree that Party B will only provide services to Party A as an independent contractor of Party A in accordance with the terms of this agreement. Party B shall not and has no right to represent itself as a branch, director, officer or employee of Party A.
2. This agreement does not constitute or be deemed to constitute any express or implied labor or partnership relationship between Party A and Party B.
Article 11: About attachments and others
1. The attachments are an integral part of this agreement.
2. This agreement has several attachments, each of which must be signed and approved by Party A before it becomes effective.
3. If a dispute arises regarding the validity, interpretation or execution of this contract or any of its attachments, both parties shall first strive to resolve the dispute through friendly negotiation. If one party sends a notice to the other party to start negotiations, If the dispute is not resolved in this way within thirty days, either party may submit the dispute to the court with jurisdiction over the place where the contract is performed or where the contract is signed.
4. This contract is made in two copies, with each party holding one copy, which has the same legal effect.
5. This contract is signed and sealed by the authorized representatives of both parties and becomes effective from the date of signing.
6. If Party A fails to pay after the due date, Party B will be charged corresponding late payment fees starting from the payment time stipulated in this contract.
Party A: (seal) Party B: (seal)
Representative: Representative:
Date: Date:
One , Activity background and activity purpose:
In order to provide a learning platform for the majority of advertising enthusiasts in our school, excellent domestic and foreign advertising works (mainly film and television advertisements) will be presented to members. Through brief explanations, members can learn more about advertising and stimulate their own creativity while appreciating excellent works, which is both educational and entertaining. At the same time, in order to better promote communication and unity among the 13th-level new members of Jiangxi Science and Technology Normal University Advertising Creative Association and between new and old members. The Jiangxi Science and Technology Normal University Advertising Creativity Association Advertising Taotie Night Advertising Appreciation Conference is hereby held.
2. Time: October 20, 19:00-21:00
3. Location: 1301
4. Participants: Main Advertising Association The person in charge, all members of the Advertising Association, and all advertising enthusiasts in the school.
5. Theme: 1. Advertising Appreciation and Learning Conference. 2. Exchange between old and new students.
6. Preparation for the event:
1. The Copywriting Department of the Design Department: Responsible for the production of promotional posters (including three parts: the first part of the picture promotion is produced by the Design Department, the second part of the copywriting The publicity is produced by the copywriting department. The third part explains the time, location, target audience, etc.) The design department is responsible for putting up the posters
2. The customer public relations department applies for the classroom in advance (1301) (customer public relations selection personnel) Overall host
There can be one old student and one new student)
3. The planning department will send someone to arrange the classroom, including multimedia preparation, placement of tables and chairs, etc. (Make sure to arrange it before 6:30, pay attention to the sound microphone and classroom occupancy, etc.)
4. The Network Department prepares a video commercial to be played with a narrator. It must be classic, intriguing, and diverse. Different. It will be played once in a unified manner first, and the second time will be interactively explained by the commentator. The design department has prepared the print advertisements to be played and prepared questions to be asked during the viewing process, which will be answered interactively by the design department staff. Those who answer correctly will be rewarded with a small gift. , find 8-----10 print ads. The copywriting department has prepared 10 to 15 advertising logos and slogans, and the copywriting department staff will answer them interactively like the design department. The design department is responsible for the order of the venue.
5. The host is waiting to be selected. (Customer public relations selection personnel are in charge of overall hosting)
6. Office Responsible for member sign-in before the meeting. Responsible for purchasing gifts, 3 packs of 60 lollipops.
7. Activity process:
(1) Between 6:30-7:00: All old members are responsible for maintaining order on site.
(2) The conference officially begins at 7:00: the host gives a foreword.
(3) The viewing officially begins.
(4) The conference is over.
8. Activity budget:
Publicity board: production cost of advertising design
Gift: 3*10=30
Activity expectations Effect: Let the freshmen have a better understanding of the advertising profession, be full of trust and enthusiasm for the association, and display the characteristics of our Advertising and Creative Association.
Jiangxi Science and Technology Normal University College Student Advertising Creativity Association
1. The company’s publicity and promotion
As a newly established advertising company, it must be good at publicity and promotion and shape its own Brand, expand your influence.
1. According to the company's business positioning, equip some experienced salesmen in the industry, who will bring certain business relationships to the company.
2. Position the company’s mainstream customers. You can learn from local newspapers and media which companies invest heavily in advertising, such as real estate, schools, government and enterprise units, decoration companies, medicine, etc. Get to know all these companies and create a company business promotion based on their psychological characteristics. For slips or business cards, the form can be appropriately innovative. For high-quality large companies, the business manager should visit them in person, find the person in charge of their advertising, communicate with them, and reflect the company's professionalism and price competitiveness.
3. It is recommended to create a unique business in the office, requiring a low price, attracting people, and keeping the staff busy, so that big customers will not feel that business is light when they come to the office. Such as color printing, photocopying, etc.
4. Create news highlights and topics. Actively participate in some large-scale activities, such as public welfare activities or naming activities such as technical support and advertising support, to enhance the company's visibility.
5. Produce TV promotional videos. Produce a novel company image promotional video to be played on buses or TV media.
6. Pay attention to newspapers, learn about large-scale events in the city, and promptly find relevant organizers to visit and distribute leaflets, such as RV Festivals, collective decoration displays, expos, etc.
7. Many small businesses can go to commercial-intensive markets and shopping malls to distribute some business cards, and
post some leaflets in eye-catching places in those markets, such as hardware, mechanical and electrical, building materials, etc. There are many big brands in the furniture, food and other markets. You can contact their agents.
8. Use newspapers for publicity. Advertise in the company's existing newspaper resources and continue to follow up on the company's brand building.
9. Internet promotion. Using the Internet to carry out publicity and promotion activities is independent, flexible, and has a large coverage rate. There are many channels and methods for online promotion. It is very important to formulate a systematic and highly operable online promotion plan.
2. The internal operation process of the company
1. Professional advertising companies provide customers with "advertising" products, and their services generally include the following five parts:
< p> (1) Marketing research (mainly market research and marketing analysis)(2) Creativity
(3) Production of advertisements
(4) Business Communication (with clients, production companies, research companies, etc.)
(5) Media buying
2. The release of advertising works must go through the following steps:
(1) Advertisers entrust advertising agencies to formulate advertising plans
(2) Advertising agencies produce advertisements according to their needs
(3) Communicate to consumers through media
(4) Make consumers purchase or form a certain awareness
3. Service process of advertising company:
(1) AE (customer service staff) Understand the market and advertisers, convey the advertisers' needs and desires for advertising to the advertising company, and convey the company's capabilities and desire to undertake business to the advertisers. The advertising company passes the advertising Planning meetings, advertising performance meetings, and production meetings form marketing and creative strategies, communicate with advertisers and gain recognition, and then create ads and purchase media.
(2) Customer briefing meeting. Participants in the customer briefing meeting include: customer service personnel, market research personnel, and creative personnel. The general manager or deputy general manager of business should attend the briefing meeting.
(3) The first proposal meeting of the advertising company is within the advertising company
(4) Through the strategy development process, the company gradually forms an advertising strategy for the products or services entrusted by the customer . Advertising strategy includes: target audience, creative strategy, media strategy, execution plan, schedule and advertising budget.
An advertising agency's strategy committee reviews its strategy. The Strategic Review Committee is composed of department heads and senior personnel from each advertising company.
The purpose of the review is to ensure the accuracy and executability of the strategy, thereby ensuring the quality of the advertising company's products. The most important product of an advertising agency is creativity.
(5) At the formal proposal meeting, the advertising company proposes relevant plans for the advertising business entrusted by the client and obtains the consent of the advertiser. Proposals can be divided into annual plans or single activity plans.
The advertising company's proposal is a summary of all activities before the proposal meeting to show its importance to the client's business. After the proposal is approved by the client, a communicative investigation of its strategies and ideas must be conducted, including concept testing, script testing, and effect testing.
The purpose of an advertising agency is not to pass proposals, but to ensure the quality of services and win the long-term trust of customers.
(6) The last stage is the execution stage of advertising. ?
Advertising activities also include: media placement, advertising effect monitoring, consumer feedback, etc.