The First Step In Entrepreneurship: How To Spend Money On The Knife Edge.

"Somewhere, the Inland Revenue Department organizes the assessment of taxpayers. In order to consolidate the relationship with the Inland Revenue Department, and at the same time, he advocates his" honest and law-abiding citizen image "in the media. Is it necessary to sponsor 300 thousand of this activity?

"This is a selection of a financial media organization with a nationwide influence, which is conducive to publicizing the corporate image of the enterprise, as well as consolidating the media relations, rather than putting in 200 thousand."

"News conference is bound to be opened, but is it big or small? Is it 500 thousand or 1 million? Actually, the final result is nothing more than a few manuscripts."

"Now the media in the subway is good. Advertising there can not only display the brand and product image well, but also better close to our target groups, enhance interaction, and the price is not too expensive. I have a friend who can get a lower discount, rather than 2 million."

...

Is money spent or not spent? Administration It's like nightmares. Everyone wants Administration People cling to the board to confirm their advertising suggestions. but Administration He was very hesitant. He had no idea. He didn't know whether the money should be spent or not.

　　建立自己的游戲規則

　　 Administration In particular, we hope our subordinates will use this kind of advice when they propose to advertise: I suggest putting the LCD TV network on sale, because the terminal media is the most frequent contact area of our target audience, and it is also the most vulnerable area to generate impulse buying behavior. According to our planned cross media advertising plan for terminal, this month's advertising budget is 500 thousand yuan, mainly in A, B stores in Guangdong, Guangxi and Hunan provinces. During the launch period, we will adopt a random sampling method to conduct advertising effectiveness assessment as a basis for the next stage to continue.

However, in those enterprises that did not set up an integrated communication budget plan, Administration One will never hear such a rational voice. Administration People want to find a standard to measure which money should be spent, which money should not be spent, when to spend money, where to spend, how to spend more efficiently, and achieve higher return on investment.

Despite Schultz's integration Marketing The concept of IMC has been introduced into China for some years, and large and small enterprises in China have been forming the integrated communication department. But there are few systems and codes of conduct for the integration and dissemination. The reason for this is, on the one hand, and enterprise Administration Lack of refinement in communication. Administration Consciousness is related, on the other hand, it is also lack of the standardized operation of integrated communication with enterprises. Administration people That's all.

Competent for integrated communication. Administration It must be familiar with media PR, familiarity with media delivery and familiarity. Product strategy Administration They have three backgrounds, such as advertising companies, media and enterprises, which help them better understand the gap between the three major means of communication, such as public relations, advertising and activities.

However, under the organizational pattern of corporate advertising, public relations and market activities, it is difficult to break the organizational boundaries by finding public relations opportunities in advertisements, advertising public relations materials as advertisements, and combining advertising with online and offline activities. Administration The idea is not clear, no rules have been set up, and entanglements between departments will be allowed. Administration People can't extricate themselves in mire.

　　編制整合傳播預算表

Integrated communication, budget first.

There is no clear annual integrated communication budget, and no coordination with the PR, advertising and activity leaders in their respective cost levels, advertising orientation, input principles and effectiveness evaluation methods, integrated communication will be difficult in the enterprise. Generally speaking, integrated communication can be divided into four levels within the enterprise: CEO Personal brand communication, corporate brand communication (corporate brand) strategic planning Communication with corporate social responsibility project, product brand communication (public relations communication, activity communication and advertising communication), dissemination channel Administration (enterprise website, enterprise internal publication). In the annual dissemination budget, Administration We must decompose the communication action of these four levels in the coming year, and clearly understand the input cost of each category, brand products, all regions and months in various media advertising and various activities through the budget chart.

The budget items of integrated communication can be roughly divided into four categories: 1. hard ads, TV, newspapers, magazines, radio, bus, subway, outdoor brand and other intercepting ads; 2. soft advertisements, TV programs, newspaper soft articles, magazine soft articles, network soft articles; 3. public relations, exhibition activities, product activities; 4.CSR (corporate social responsibility) spread. These budget categories are the direction of spending, and the money that needs to be spent on these projects is CEO Personal brand, enterprise brand, category (or brand product) and so on.

After the items that need to be paid and the budgetary limit of each item are finalized, the budget is decomposed into monthly, local and annual integrated communication budgets. If the product category of an enterprise is various and the brand products under the category are numerous and complicated, the final budget sheet will be very large, all of which are densely packed figures.

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