operating duty
1. communication: communicate with advertisers, understand the characteristics and characteristics of terminal products, and establish target groups. 2. Lock the area: analyze the consumption psychology of the target group and the characteristics of the end product, determine the media delivery area and lock the target. 3. Media evaluation: make an objective and comprehensive evaluation of media form, surrounding environment, price trend of media over the years and media audience. 4. Media integration: 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. According to the objective media situation and media evaluation, write a media integration plan. 5. Planning Report: Write a media planning report, which is roughly divided into five parts: (1) Foreword: Comment on the basic strategies and elements of media planning. (2) Background comments and situation analysis: briefly describe the market situation of products, summarize the marketing objectives and advertising objectives, and explain the creative direction. (3) Media objectives: Make a clear and operable announcement on the goals or objectives to be achieved by media planning. (4) Entity strategy: Summarize how to achieve media goals from the aspects of media selection, media cooperation, frequency arrangement of advertising slots, and cost allocation. (5) Planning description: explain the implementation elements of the media plan and the reasons for choosing various strategies and media. 6. Confirm the media: according to the requirements of advertisers and make objective suggestions for them, confirm the media form and reach an agreement with advertisers.
Copywriting major is editing and writing advertising copy or dialogue narration in film and television media. Specific products are: advertising language, title, text, etc. In short, everything is written for consumers (the ultimate advertising audience). And planning is to consider how to do advertising, such as advertising media form, audience analysis, publicity focus, marketing strategy. In addition, planning may also consider the performance direction of pictures and copywriting ... Generally speaking, planning is for advertising companies and customers. Planning is the upstream link of copywriting. Planning is the program that carries the whole article, and copywriting is to turn specific planning ideas into words and concrete and operable schemes. 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. It can be said: "Copywriting is an expression of ideas and a beautiful description; Planning is a way of thinking and a wonderful logic. " Advertising is a difficult and changeable art, and its concept and expression will change into different colors with time and region. Copywriting is a relatively successful career in China at present, but with the progress of the times and the rapid development of China's advertising industry, future differentiation may be its real destiny.
Suggestion: 1, according to your own ability. 2. The two plans are differentiated by industry, and the salary standards are similar. The average plan in Beijing is basically around 5000. 3. Planning needs some experience and accumulation of copywriting.