Event planning is a very important part of advertising activities. Good activity planning will help the company's brand building and product sales, while strong operation planning needs strong execution planning book, so the writing of planning book is very important. This paper analyzes the relevant contents of activity planning through several matters needing attention in the planning book. Event planning scheme is an effective behavior for a company or enterprise to increase sales and market share in a short time. If it is an activity planning scheme with outstanding creativity, good enforceability and operability, it will play a positive role in improving the visibility of enterprises and the reputation of brands. Event planning case is relative to market planning case. Strictly speaking, it belongs to the market planning case. They are interrelated and complement each other. They are all marketing ideas and models subordinate to the whole enterprise. Only under this premise, the market planning case and the event planning case are the advertising behaviors with integrity and continuity. Only in this way can the audience have an agreed brand culture connotation, the event planning case can follow the idea of the overall market planning case, and the enterprise can maintain stable market sales. There are various forms of activity planning, generally including roadshows, product briefings (press conferences), festival promotions, news event marketing, etc. For any of the above schemes, according to different enterprise situations and market analysis, countless forms can be evolved. Event planning often plays a direct role in new product launch, product terminal distribution and product transformation, so it is also an important part of advertising planning. For some friends who are new to the advertising or planning industry, it may be difficult for them to achieve the expected results when writing event planning cases. Even some advertisers who have been planning for many years sometimes make mistakes. So, how can we write an ideal event planning case? I think we should pay attention to the following points: 1. The theme should be single. When planning an activity, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time and place of the enterprise activity, the estimated investment cost, etc.). ) and market analysis (including competitor's current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characteristics analysis, etc. ), and after SWOT analysis. You can't do everything in an activity. Only by conveying the most important information to the target consumer group, as the saying goes, "Do something and don't do something", can you convey the information you want to convey to the target consumer group to attract the attention of the audience, and it is easier to remember the information you want to express. 2. Explain the benefits directly. After determining the unique theme, the audience can also accept the information we want to convey, but there are still many people who remember the advertisement, but they have no impulse to buy it. Why? That's because they don't see the interests directly related to them. Therefore, it is very important to directly explain the points of interest in the activity planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, and if it is a product description, you should sell the most eye-catching selling point. Only in this way, after the target consumers come into contact with the direct interest information, will they cause the impulse to buy, thus forming the purchase. 3. Activities should focus on the theme and be as simple as possible. Many planning copywriters often want to carry out many activities when planning activities. They think that only colorful activities can attract consumers' attention, but they are not. First, it is easy to distinguish between primary and secondary. Many market activities are very active and many people participate in them. It seems that the response is very enthusiastic, but among the people who watch or participate, how many people are the target consumer groups of the enterprise, even if they are the target consumer groups, do they buy products after participating in the activities? At present, a problem that some planners often complain about is the participation ethics of onlookers. Many people often leave after watching the excitement, or take gifts from the company. In fact, the problem here is that the content and theme of the activity do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, increase the cost of activities, poor implementation. In a planning, if too many activities are involved, not only will more human, material and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it is easy to lead to poor implementation by operators and eventually lead to the failure of the case. 4. Good enforceability A suitable product, a good creative plan and a good executive team are successful marketing activities.