What the hell is online advertising? (3)

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China's first commercial internet advertising is: March 1997, IBM and Intel United in the chinabyte.com cast.

The number of flexor, online advertising in China has gone through a full 10 years. In the decade, the number of Chinese netizens has soared from 620,000 to 144 million, and the scale of China's online advertising market has been from zero to $6.5 billion in the end of 2006.

I remember at Sina and Zheng (nicknamed the Big Bear, when the creative director of Sina, formerly served Chinabyte, is IBM and the Intel series of advertising designers chat, asked why he used conch shell to do the whole idea of planning the main line, we pulled a lot of industrial design how to perform fine workmanship cases. So, I still have the group of "Conch shell" advertising planning, fresh memory.

So, here is the network advertising planning.

There are usually two kinds of advertising planning:

One is individual, the planning of one or several advertisements;

The other is systematic, with larger scale, is to do for the same goal a series of different advertising campaign planning, that is, the overall advertising planning;

Systematic advertising planning, should pay attention to the following points:

1. Advertising planning must be suitable for sales plans and intentions, can not East said east, West said West, the two should closely cooperate;

2. Identify advertising objectives. What does the advertisement do to users, to stabilize the old customers, or to win new customers? And what kind of new customers would you like to have?

3. Determine the market area, is to open up new markets, or compete for the share of the old market?

4. Meaningful commitment and assurance should be made to the user;

5. should establish its own unique, distinctive image, and not with competitors or similar;

Of course, these are not enough. The most important point is: if it is systematic advertising planning, must have the full complement of PR and promotional activities.

Overall advertising planning in the co-ordination of advertising activities, the establishment of brand image is of great significance. Because it is advertising, public relations, promotional interaction, so through the system, brand-centric advertising behavior, can quickly establish brand impression, so as to reach the market and occupy the market.

Finally, remember one word: systematic advertising planning, the expression of each of the ads are to build brand personality and brand reputation for long-term investment.