一個好的活(huo)(huo)(huo)動(dong)(dong)(dong)策劃(hua)(hua)可以進行二次(ci)傳播。所(suo)(suo)謂“二次(ci)傳播”，就(jiu)是一個活(huo)(huo)(huo)動(dong)(dong)(dong)發布(bu)出來之后(hou)，別(bie)的媒體紛(fen)紛(fen)轉載，活(huo)(huo)(huo)動(dong)(dong)(dong)策劃(hua)(hua)的影響被了。前期的調(diao)研(yan)工(gong)作。和(he)活(huo)(huo)(huo)動(dong)(dong)(dong)品(pin)牌方(fang)明確活(huo)(huo)(huo)動(dong)(dong)(dong)類型、活(huo)(huo)(huo)動(dong)(dong)(dong)目的以后(hou)，就(jiu)要對(dui)活(huo)(huo)(huo)動(dong)(dong)(dong)品(pin)牌方(fang)進行調(diao)研(yan)，它的品(pin)牌調(diao)性是什(shen)么(me)？受(shou)眾群(qun)體是哪些人？產品(pin)特(te)性和(he)優勢是什(shen)么(me)？預期達到什(shen)么(me)樣的效果？針對(dui)這些問題做好調(diao)研(yan)工(gong)作，由此可以對(dui)活(huo)(huo)(huo)動(dong)(dong)(dong)有(you)一個基本(ben)的判斷。在活(huo)(huo)(huo)動(dong)(dong)(dong)前5—10天會制作一份執流(liu)程表。涵蓋(gai)活(huo)(huo)(huo)動(dong)(dong)(dong)時每個時間段、環節的MV、音(yin)樂、話筒(tong)、舞(wu)臺效果、燈(deng)光(guang)、攝(she)影攝(she)像等所(suo)(suo)有(you)細節的備注。所(suo)(suo)有(you)工(gong)作人員根據細則各司其(qi)職，相互配合(he)，保證活(huo)(huo)(huo)動(dong)(dong)(dong)順利進行。

活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)策劃(hua)(hua)(hua)是(shi)指活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)公(gong)司針(zhen)對(dui)(dui)不同(tong)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)、不同(tong)性(xing)質的(de)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)進(jin)行策劃(hua)(hua)(hua)包含活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)策劃(hua)(hua)(hua)、活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)實施、活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)執行跟蹤(zong)、分(fen)析(xi)評估(gu)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)效(xiao)果等(deng)驟。活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)策劃(hua)(hua)(hua)既是(shi)一門技術，也是(shi)一門藝術。前(qian)期的(de)調(diao)研(yan)(yan)工作。和(he)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)品(pin)牌方明確活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)類型、活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)目(mu)(mu)的(de)以(yi)后，就(jiu)要(yao)對(dui)(dui)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)品(pin)牌方進(jin)行調(diao)研(yan)(yan)，它的(de)品(pin)牌調(diao)性(xing)是(shi)什么？受眾(zhong)群體是(shi)哪些人？產品(pin)特性(xing)和(he)優勢(shi)是(shi)什么？預期達(da)到什么樣的(de)效(xiao)果？針(zhen)對(dui)(dui)這些問(wen)題(ti)做好調(diao)研(yan)(yan)工作，由(you)此可以(yi)對(dui)(dui)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)有一個基本的(de)判斷。對(dui)(dui)目(mu)(mu)標受眾(zhong)的(de)吸引(yin)力(li)大小是(shi)活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)推(tui)廣策劃(hua)(hua)(hua)成功與否的(de)根本。在一個活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)推(tui)廣策劃(hua)(hua)(hua)中，要(yao)充(chong)分(fen)吸引(yin)用戶的(de)注意(yi)，就(jiu)要(yao)捉住地點用戶集體十(shi)分(fen)重(zhong)視的(de)熱(re)門，對(dui)(dui)用戶曉(xiao)之以(yi)情，曉(xiao)之以(yi)利，激起用戶的(de)熱(re)心，線下活(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)策劃(hua)(hua)(hua)公(gong)司，促進(jin)用戶十(shi)分(fen)活(huo)(huo)(huo)(huo)躍(yue)的(de)參加。

舉辦一(yi)場活(huo)(huo)動(dong)(dong)，都要有一(yi)個明(ming)確(que)的(de)(de)目標。就像(xiang)一(yi)條(tiao)行駛在(zai)茫茫大海上的(de)(de)船只(zhi)，如(ru)果找不(bu)到確(que)定的(de)(de)方(fang)向，便會迷失(shi)。活(huo)(huo)動(dong)(dong)策(ce)劃(hua)(hua)(hua)：因此需(xu)要制定活(huo)(huo)動(dong)(dong)預期、限度(du)(du)地吸引客人參加、竭盡(jin)(jin)所能地完成(cheng)活(huo)(huo)動(dong)(dong)的(de)(de)各種(zhong)目標，并傳達出活(huo)(huo)動(dong)(dong)背后所隱含(han)的(de)(de)深遠含(han)義(yi)。廣告(gao)本(ben)身所具(ju)有的(de)(de)屬性，決定了(le)它不(bu)可(ke)以(yi)(yi)采(cai)取陳述的(de)(de)方(fang)式來表現;但是，通過活(huo)(huo)動(dong)(dong)策(ce)劃(hua)(hua)(hua)，可(ke)以(yi)(yi)用把客戶需(xu)要表達的(de)(de)東西(xi)說得明(ming)明(ming)白白。因此，活(huo)(huo)動(dong)(dong)策(ce)劃(hua)(hua)(hua)可(ke)以(yi)(yi)把企業(ye)要傳達的(de)(de)目標信息傳播得、詳(xiang)盡(jin)(jin)。活(huo)(huo)動(dong)(dong)策(ce)劃(hua)(hua)(hua)是提(ti)高(gao)市場占有率的(de)(de)有效(xiao)行為，一(yi)份可(ke)執行、可(ke)操作、創意(yi)突(tu)出的(de)(de)活(huo)(huo)動(dong)(dong)策(ce)劃(hua)(hua)(hua)案，可(ke)有效(xiao)提(ti)升企業(ye)的(de)(de)度(du)(du)及品牌美譽度(du)(du)。