Soon to be the end of the year, then the advertising company in this year's work should get a lot of harvest. The following is the "advertising company year-end work summary", only for reference, welcome to read.
Advertising company year-end work summary (a)20xx year is the company is facing great pressure of a year, but also facing reform, speed up the development of the industry a year, but also to set up a new business management concepts, enhance the core competitiveness of the year. This year, affected by the domestic political and economic environment, the advertisements of newspapers in various cities have shown a sharp decline, and the company has also suffered a great impact.
In order to break this deadlock, breakthrough, the company closely follow the daily "editorial management integration" policy, in-depth potential, self-imposed pressure, around the "annual operation of xx million yuan" of the task, to further develop the market development and operation of income generation. As of the end of the month, the amount of *** counted xx million yuan, xx million yuan.
First, explore the organic integration of business and service
20xx, the daily newspaper to implement the "editorial and management of the integration of the development of the policy, editorial and management will be the real meaning of the development of ****. In the face of this favorable policy, the company quickly responded to the internal successful completion of the docking with the editorial staff, external active response to the market situation, re-implementation of the industry market, in-depth excavation of the potential needs of customers, in the actual operation and service process and the editorial department to achieve an effective integration of the actual operation and service process. Government advertising over the same period last year, an increase of more than xx million yuan, cash recovery increased by xx million yuan.
Second, innovative activities to create new highlights of revenue generation
Activities to drive revenue generation, is the past few years of advertising has been adhering to the business strategy. This year, the company continues to adhere to this strategy, in the innovation efforts, one is the planning of the "20xxxx daily quality of life carnival" activities; another is the planning of the "xxx" special issue. It's still an event, but it's a lot different.
First, the help increased. All departments of the daily newspaper, advertising agencies, and all staff of Sound Media participated in it. Carnival activities about 2x weeks to successfully complete the investment work, and achieved xx million yuan revenue, the highest results of the newspaper's previous exhibitions. "xxxx" commemorative special edition, the use of the city of a general meeting of the opportunity, ten days to complete the special edition of the investment, scheduling, revenue of more than 300,000 yuan, and at the same time very good service to the city's key work.
Second, the form of vivid. Compared to the previous single form of exhibition, quality of life carnival for the public to present a richer program content, children's painting contest, boxing championships, wedding show, a dollar auction of electric cars and other activities for the exhibition to bring a lot of popularity, but also to a large extent to enhance the influence of the exhibition.
Third, higher efficiency. Carnival activities in the integration and deployment of internal and external resources, tend to be reasonable and efficient, the effect is very significant, customers reflect good, brought the growth of advertising revenue, but also for the future in-depth cooperation between multiple parties to lay a solid foundation.
Three, to stimulate the enthusiasm and initiative of internal staff to promote business development
According to the personal characteristics of the industry to reclassify the industry, well mobilized the enthusiasm of the business staff, to the operation of the work of the new vitality. In addition, the company will be classified industry divided into the design department, through a certain assessment of the incentive system, to encourage the design staff to take the initiative to contact the classified ads, to further expand the classified advertising market. From the current situation, the results are more significant, conducive to the formation of internal staff to compete for the first, upward spirit of work, the formation of a concerted effort to work situation.
Fourth, there are problems
1. a lot of arrears;
2. pay system is not clear;
3. downward pressure.
Fifth, next year's work arrangements
1. Strengthen learning, broaden ideas, learn from overseas experience, combined with local realities, and continue to introduce innovative, grounded, high-yield quality activities for the industry predicament to open up more than one way.
2. Relying on daily newspapers, set up an independent readers' club to strengthen communication with customers, especially large customers. Through listening to needs, active planning, early intervention, full service and other initiatives, to further enhance the quality of customer service and maintain customer resources.
3. Strengthen the efforts of recovery.
Advertising agency year-end work summary (two)
This is my work in the advertising agency in the process of advertising some trivial thinking, here will be the advertising agency work summary record, in order to see their own progress in advertising creativity, humanistic qualities and so on.
Advertising is not an easy industry, in fact, advertising people are lonely and forgotten. In the experimental videotape made for Harvard students we can find that, in fact, 75% of the advertisements we make are ignored, so how to use the skills to awaken people's attention to the advertisements is the advertisers must pay attention to.
An advertisement has basic necessary elements
1. It consists of art and is of a certain standard.
2. The text is catchy, simple and favorable.
3. It has to be articulate and at just the right point in time.
To be the best salesman, ad is definitely not an art, it's a business, just presented in a more fine art way. And that includes: to have a strategy; to have a system structure: to have a style. And that's what excites ad people the most. Like nike's style is quite strong and attractive; the current style of cell phone advertising can only be described as a simple sales message.
I. The xxx case
In the year xx the advertisements that should be done were done, and then the promotion of the pathway began: how to make every place, when you want to drink a Coke, there is a Coke to drink.
2. Coca-Cola went to adjust the distribution method according to different channels. When the channels are available, how to do the advertising campaigns or programs that are meaningful to consumers. For example, at Christmas time, Coca-Cola changed the clothes of Santa Claus from the original yellow color to the familiar red color, which is the significance of the brand's creativity in life.
The XXX ads that preceded it associated shavers with Father's Day, so much so that Father's Day is now associated with shavers. So when you advertise, you're not characterizing your product, you're making a strategy and giving a style, a sense of how the brand feels in your life.
1. The most important thing is to get attention. Otherwise, 75% of ads no one will pay attention to. And, this is the most primitive meaning of advertising.
2. Invite the audience to enter the world of advertising. In today's multimedia development, the rapid development of the network, the need for more techniques. For example, giveaways, etc.
3.
3. Be structured or it won't work.
Invest in advertising, it brings more than you can imagine. Advertising is not separate from the creative edge, it is an important marketing partner for the client. Advertising works for a purpose, the message needs to be compelling and the content needs to be credible. Of course, branding is a fundamental consideration. 75% of Harvard students don't pay attention to it, and in the general population it may be as high as 90%, so we need to be outstanding in how we do it.
The Goal of Advertising
1. experience, the benefits and drawbacks of using it, and whether it changed some part of their life.
3. Competitors: similar competition in the market.
To communicate with consumers more and survey, do a good job of advertising work plan, to understand the market situation, advertising is a problem industry, to solve the problem of building awareness, personality, price, access ... and so on. People are the most important factor in advertising, analyze the problem, the reason for the problem and respond to the problem, to make an advertisement. Advertisement should convince who (target consumer group), what benefits the product will give you, give style, and the most difficult thing is to give brandstyle in advertisement. in the advertisement video, we find that insecticide advertisement has children beside it to show the safety of the product, and in the toilet paper advertisement, the image of puppy is used to please the viewers. On the other hand, the Japanese toilet paper advertisement is a series of seven advertisements focusing on a man's relationship with his wife after she has left him. The advertisements talk about the delicate relationship between toilet paper and the man, show the characteristics of the product, and on the other hand, increase the time of use and the dosage, etc. How to make the product emotional is one of the most important factors. How to make the product emotionally present is quite important, and it comes from how to find a place that is relevant to the consumer.
In the advertisement of xxx bank, we see a different style of expression. Thai ads are more professional and their creativity is more recognized. xx ads are the most promising in Singapore and xx, with naivety, humor and no taboos. In contrast, advertising in mainland China is subject to many restrictions, too many worries and scruples, and should not use the current concepts to limit the future development of advertising. Advertising is a reflection of life, and many impossible phenomena, in retrospect, are very ingenious and creative. A good idea to inspire people's passion for the environment and humor, a product brought by advertising, absolutely beyond your imagination. It is important to emphasize the effect of public service advertising in foreign countries, and it is important to make more people come up with money to support this public service cause. Therefore, the speaker said, it is not willing to make public service announcements in mainland China, because there are too many ethical constraints if it is in the performance of creativity, or can not achieve the real substantive advertising benefits, it is a waste of taxpayers to do public service announcements of the money.
The most basic thing to do with an ad is to know what its purpose is, not to make your company famous, which is the last step. It's more important to sell the goods, and to be a professional advertiser, that's what you should be looking for.
The year-end summary of the advertising company (three)
This year's advertising market can be used to describe the word "fierce": the media, advertising companies not only to maintain the previous year's level, but also growth rates, the competition in a more innovative way. At the same time, the state and some medical advertising management efforts to increase the advertising market has shrunk. The market is so big piece of cake, each family wants to make every effort to dig a piece, the competition can not be fierce?
The end of the year is coming, and we are starting to take stock of the year's work. Our publicity, excellence, the task of sending articles have been successful, but the task of generating revenue, before the end of the year is a little reluctant.
Five years ago, when I took over this burden, the higher-ups gave me the policy of "full income and full expenditure, savings retained, overspending does not make up for the self-balance". There was no definite task, which was to support people and ensure normal operation. In the first two years, our growth rate in income generation reached five or six times. Then, from the third year onwards, we have a definite task of generating revenue, not only to ensure the normal operation of the business, we also have to contribute, from contributing 10% until this year's contribution of 60%. Therefore, every year at this time, my thoughts are very "live": dry hard, next year's task will certainly increase from this year's base, the burden will be heavier, not on the slow it. But then thought: not dry, other stations are so fierce, the gap between us will be bigger, our influence will be narrowed, and will even be squeezed out of the market.
We are not the Buboka of the pole vault, nor Isinbayeva, no rivals, can be a centimeter, a centimeter carelessly beyond their own, time and again to improve the world record.
Like Bubka and Isinbayeva, there is always a height that we can't surpass. Though we don't know how many meters, or what year or month.
For the last three years, we are still growing at a high rate. It's like getting on a track and not being able to stop running.
There is no way, who let us do this industry, despite the danger in front of the obstacles, there are chasing soldiers, but only to kill out of the enclosure, we can be more powerful, only to have the ability to resist the wind and rain in the future journey, resist the earth to shake the mountain.
Though, I don't know what year it was, we did not finish the job despite our bowing and scraping. A descendant stronger than us will then take up the burden and go on with determination.
We will write our memoirs without shame, proudly saying, "I did my best, I made my career brilliant, I made my life brilliant!"
Advertising agency year-end work summary (4)
In the last century, xx years to the present, China's advertising industry in the social and economic development of the drive, has achieved rapid development. A number of small advertising agencies have sprung up in an endless stream. These small advertising agencies, as opposed to well-known advertising agencies, not only need excellent creative planning and design standards, but also need to carry out and continue the business. Coupled with the increasing dominance of advertisers today, the phenomenon of daylight competition in the advertising industry, the survival of small advertising companies more and more difficult,
From the category of small advertising companies, small advertising companies are roughly five types of categories, which refers to the focus of the advertising company's business projects;
1. advertising agency based advertising business company, involving media agencies, advertising placement and so on.
2. film and television production-based advertising company, mainly involved in advertising photography, I production;
3. design-based advertising company, mainly involved in the introduction of CI planning, VI design, brochure design, etc.;
4. production and printing-based advertising company, spray painting and printing;
5. cultural communication Planning-oriented advertising company, design brand planning, market planning, wedding planning, etc.
Small advertising company, the design and production of the first two.
Small advertising company's business is basically all rely on the company's boss, and the staff's human resources to develop business, there is no fixed business personnel. Basically no advertisers take the initiative to find the door, so the main support for the development of such small advertising company is to grasp the existing advertising business. This article does not deal with how to carry out business, mainly for existing business, how to track and protect, so that the business loss, and how to gradually improve the overall strength and scale of the advertising company.
First of all, reasonable management
1. Reasonable arrangements for work time, advertising companies generally have the phenomenon of frequent overtime work late at night, do not deny that the evening work time is the most efficient, so the morning work time can be appropriately relaxed to give employees both reasonable and human nature of the work time
2. The problem of work division of labor arrangements for the work and the work of the time limitations on the reasonable arrangements Division of labor, responsibility to the individual to guard against the occurrence of the "monkey" phenomenon, at the same time, pay attention to belong to a person's work tasks, let a person to complete, and not because someone is free to arrange for two or three people to do so will indirectly result in inefficiency, the responsibility for the dispersion of the point.
3. work environment management, reasonable to empty the work environment, not because the work environment is dead, so that employees feel depressed, work efficiency is naturally low, but can not be engaged in like KTV, QQ sound and then jumped non-stop, so the efficiency of the work can be imagined
Second, customer service
1. communication, and effective communication with customers is the most effective! The way of work, the project is finally for consumers, so according to market demand is inevitable, but first need to pass the customer's approval, so we can only try to guide the customer, and can not impose awareness to the customer, which will result in contradictions between the two sides, and ultimately lead to the termination of cooperation.
2. Planning, planning is the first work of a project, according to customer demand, targeted to design. Effective planning is to accurately grasp the positioning of the project, and market demand, so that the basis of the design of the work can be practicable, rather than pie in the sky.
3. Design, must be derived from reality, and can not be detached from reality, while not losing creativity, to have a unique vision, a new show.
4. The principle of punctuality, and the customer about the communication before the meeting must be, rationalize the time to ensure that the appointment is punctual.
5. Execution, this is the later part of the project, the execution directly affects the success of the work of the advertising company, the customer will not realize that their execution is not in place, but will feel that the company's project planning and design problems, thus affecting the future cooperation.
Then, retain employees
Analyze the main 2 purposes of the employee's work: 1, earn money for life; 2, to learn things.
The most effective way to retain employees:
1. Reasonable salary distribution;
2. training to bring new knowledge;
Reasonable economic distribution can effectively reduce the friction between the employees of the enterprise, and the staff's own dissatisfaction, training is also a powerful weapon to retain employees, you can set up a training group to bring new knowledge to the staff, but also can be outside some customers as an exchange of learning. Outside the invitation to some customers as the exchange of learning training lecturers, which can slow down the staff feel that the work has not been able to learn things to happen.
Finally, scientific and reasonable planning and positioning, advertising agencies to achieve the development of many enterprises, so we can not ignore the reasonable positioning of their own planning, according to their own actual situation, the strength of resources, the direction of development, and other scientific and feasible development of their own advertising company to develop strategic planning.
The way out of the small advertising company is: to retain staff, sincere and effective customer service, strict implementation of their own positioning route. Walking in the street, we can often see a lot of small advertising companies, these so-called advertising company, the survival of most of the capital is engaged in copying, printing, production of business cards, these simple operations, the survival of the situation is worrying. Some medium-sized advertising agencies are also struggling under the suppression of foreign international advertising agencies, and most of them rely on relationships to survive. What is the way out for small and medium-sized advertising agencies?
First, the correct positioning to find the market position
The market position of the customer is more unable to understand the advertising company, resulting in the loss of customers for no reason. The high degree of homogenization between advertising companies not only causes customers to choose the agent's difficulties, but also exacerbates the market competition, increasing the difficulty of operation. Some small and medium-sized advertising company strength is not strong, but if you can evaluate the situation, the amount of money, by positioning and occupying the position, through differentiated marketing based on the market, I believe there will be a good space for development.
Second, adjust the positioning to cope with the changes in the market and business
The positioning of the advertising agency is not a one-off, with the changes in the market and the company's own changes and make adjustments accordingly. Today is the growth period of the advertising industry and the full opening of the advertising market, the rapid development of the economy, the change of social consumption concepts and the improvement of people's consumption level, the application of emerging media technology, rapid information dissemination, the advertisers' marketing and communication requirements for innovation, the continuous changes in the audience groups, etc., which will lead to the development of the advertising industry, promote the segmentation of the advertising market and the refinement of the division of labor in the advertising industry, thus lengthening the advertising industry chain, opening up the advertising industry, and the development of the advertising market, and the development of the advertising industry. All these will drive the development of the advertising industry, promote the segmentation of the advertising market and the refinement of the division of labor in the advertising industry, thus lengthening the industrial chain of the advertising industry and opening up a new field of advertising business. All these factors urge advertising companies to always review their development plans and corporate positioning, in order to cope with the survival of the general environment and changes in the advertising industry itself to make corresponding adjustments.
Three, with the core competencies to form a competitive advantage
Construct core competencies, there is the advantage of occupying the heights of the market. So, what kind of power can become core competitiveness? The diversity of the advertising company determines the diversity of core competitiveness, mainly in the media, creativity, production, special people, services, information, these six resources to construct the core competitiveness of the profit model. The enhancement of competitiveness and the effective play of core competitiveness help to narrow the gap between local advertising agencies and international advertising agencies, and at the same time promote the cooperation between companies and the integration of advantageous resources. In today's market environment, the vast majority of Chinese enterprises, whether small and medium-sized enterprises or large enterprises, from the level of its success can not be done by advertising alone. 20xx years ago, because there was very little noise in the market and a shortage of products, so as long as you shoot an advertisement and dared to put it on the market, it would make the product a big seller.
But today, almost all products are in the era of surplus, the power of advertising is not so great, companies and advertising agencies are very recognized ads, but consumers are not so great sales power. The company's advertising is not as powerful as it should be, and the companies and advertising agencies recognize it, but it's not as powerful as it should be for consumers.
Entrepreneurs in this case, began to doubt the advertising, and then doubt the value of the advertising agency, and advertising agencies also feel that they have done their best, the inner cry of injustice, in the end, where is the problem? We need to understand the skepticism and complaints about the value of advertising. In fact, 20xx years ago, the phenomenon of "one advertisement, ten thousand taels of gold", itself is abnormal. Today's status quo is a return to normal. Because of the extraordinary role of advertising 20xx years ago, coupled with the often circulated myth that "an advertisement makes a product", many Chinese entrepreneurs overestimated the value of advertising, but also covered up the many shortcomings of enterprises in non-advertising aspects. In the return to normal today, in order to really sell a product, in addition to the product itself, in addition to the product power, the enterprise's team, channels, terminal display, communication - that is, what we call advertising, can not be worse.
Any one link out of the problem, it is impossible to achieve the ideal sales. The burden of selling a product, only on advertising, is not only unfair, but also unrealistic. So the question arises. It is reasonable that the planning of the team, channel network, terminal layout and other aspects should be completed by the enterprise itself, or hire a professional management consulting company to complete, but the reality is that the vast majority of Chinese enterprises do not realize, or have no extra money to find management consulting firms, and they have thrown these subjects, which are not included in the traditional advertising business, either explicitly or implicitly, to the advertising agencies. The so-called unclear, is that they want to work with advertising companies, must sell good products. If the product is sold well, the cooperation is successful; if it is not sold well, the cooperation is a failure. If the advertising agency does not solve the above problems, it is impossible to sell the products well. For the vast majority of advertising agencies, their core value is creativity and execution.
The team, strategy, terminal channels and other links, know very little, or do not know at all. So, should they meet this challenge in the end, break through the traditional creative and implementation, all-round intervention in all aspects. I think, advertising agencies want to be more valuable in the enterprise, whether willing or not, I am afraid that we must take this step, or deep, or shallow. Because enterprises and advertising companies to cooperate, to be the final result. Your ideas are good, if the final sales do not go up, you are still facing the danger of being rejected wholesale, you may indeed have suffered an injustice, but the result is that the enterprise feels that the money spent more wrong. In fact, now more and more companies, more important to the advertising agency's planning ability, not just creative ability. To this point, the quality of advertising agency personnel requirements than before much higher. That is to say, advertising agency people work harder. You have to know more because you have to learn more, otherwise, you have no value. Let's say, before the advertising agency copywriter is not care about the market, do not understand the sales process, this product from the outflow of the market, one step to where, two steps to where, to the first level of business is a few bucks, to the second level of business is a few bucks, he is not concerned. But now, you let him write the program of the dealer conference, he will not write, that he does not learn not. Therefore, I say that we now graduate from the advertising program students, in addition to writing general copywriting, the real sales copy, the real market value of the copy, he is very difficult to write out. It's hard for them to write copy with real market value. We can't do without transformation, but this transformation is very painful and it's very hard to find this kind of talents. Of course, if this kind of transformation is very difficult, we can also stick to the so-called traditional advertising, that is, we only do creativity and performance, and do not bother about those headaches of the channel team, terminal construction. This is also a choice. But if it is such a choice, then you have to be calm, do not complain about the enterprise to give you too little money, but also to be prepared for him to give you even less money. Because under the current market situation in China, your creativity and performance may only be worth this amount of money. You should have a peaceful mentality. I think, do everything from the practical point of view, why we have been advocating Mao Zedong-style planning, because his most important point is to do everything from the facts, seeking truth from facts, specific problems and specific analysis. Never mind what books, what great theories, the important thing is to look at the facts. You see, the phenomenon is: an advertising agency to serve a business, stick to the old ways, only do creative and performance, has been looked down upon, think it is not much use. It does not think, why I am not very useful? Have I helped the enterprise to solve any problems? If we start with the facts as early as possible, I think the vast majority of such things will not happen. Unfortunately, human beings are often bound by dogma. We at Lingnuo started out in traditional advertising, doing only creative and performance, but as the market developed, we realized that it was no longer enough to do only creative and performance, and that we had to intervene in the channels and other areas if we wanted to be truly accountable to the company and help it achieve results. So, in order to get respect, in order to help enterprises solve problems, we have to change, which is both very painful and natural change. No one taught us to change, we changed because we wanted to live better. We broke out of the traditional realm of advertising, but in essence, we are still advertising. I find it strange that there are always a considerable number of people who measure advertising against foreign things: advertising should only be about creativity and performance and nothing else; advertising should be about this and not that. Such a view is actually wrong; advertising is meant to help sales. As long as you achieve this purpose, you are a good advertisement. No matter what kind of concept, what kind of mode you are doing, no matter whether you go beyond creativity and performance, everything should start from the market reality. This is actually the question of what we actually take to settle down.
China's early advertising to accept Western things too much, and now, in the mind should be realistic. Even a good theory, with the facts do not match, should be adjusted according to the facts, learning from the facts, and then perhaps out of a truly effective way. Let's not think about theories first, theories are summarized from the facts. As a truly confident industry, do not always have to look at how the developed countries go, is how to work how to come. Because the development of China's market economy is very different from the West. China's market has occurred a lot of Western economic theory can not explain the phenomenon, we have a lot of original things, first practice, then theory. We now do something without having to find a corroboration in Western theories. We should be more confident in doing something, and as long as the result is good, there is nothing wrong with it, and we should boldly push forward. The same goes for theories. At first, it was thought that the developed countries advertising theory must be good, and many people spared no effort to spread and advocate in a variety of occasions. The actual cause of their own good things are drowned, weakened, or even no voice at all, which is also very regrettable. It is evident that culture is also aggressive, scary and infuriating. What is new and vital goes from non-mainstream to mainstream. And its vitality is the visible and tangible effect it brings to people. Everything should be based on facts, not so-called theories. Goethe said well: "All theories are gray, the tree of life is evergreen!