功能
function
活动策划具有大众传播性
Activity planning has the nature of mass communication
一个好的活动策划一定会注重受众的参与性及互动性。有的活动策划会把公益性也引入活动中来，这本身既与报纸媒体一贯的公信力相结合，又能够激发品牌在群众中的美誉度。甚至活动的本身就具有一定的新闻价值，能够在第一时间传播出去，引起公众的注意。
A good activity planning will pay attention to the audience's participation and interaction. Some event planning will also introduce the public welfare into the activities, which not only combines with the consistent credibility of the newspaper media, but also can stimulate the reputation of the brand among the masses. Even the activity itself has a certain news value, which can be spread out in the first time to attract public attention.
活动策划具有深层阐释功能
Activity planning has the function of deep explanation
广告本身所具有的属性，决定了它不可以采取全面陈述的方式来表现;但是，通过活动策划，可以用把客户需要表达的东西说得明明白白。因此，活动策划可以把企业要传达的目标信息传播得更准确、详尽。
The attributes of advertising itself determine that it can not be expressed in a comprehensive way; however, through the activity planning, we can say clearly what the customers need to express. Therefore, activity planning can spread the target information to be conveyed more accurately and in detail.
活动策划具备公关职能
Event planning has the function of public relations
活动的策划往往是围绕一个主题展开的，这种主题大多是有关环保、节约能源等贴近百姓生活，能够获得广大消费者美誉度的：通过这些主题的开展，最大限度地树立起品牌形象，从而使消费者不单单从产品中获得使用价值，更从中获得精神层面的满足与喜悦：广告宣传尤其是公益广告的宣传有时也能够取得公关效应，但远不能与活动策划公关职能的实效性、立体性相比。
The planning of activities is often carried out around a theme, which is mostly related to environmental protection, energy conservation, etc., which is close to people's life and can gain the reputation of consumers: through the development of these themes, the brand image can be established to the maximum extent, so that consumers can not only obtain the use value from the products, but also obtain spiritual satisfaction and joy Publicity, especially public service advertising, can sometimes achieve public relations effect, but it is far from the effectiveness and three-dimensional nature of the public relations function of event planning.
优势
advantage
活动策划的经济性优势
Economic advantages of activity planning
传统的广告宣传形式已经进入成熟期，包括广告宣传费用也越来越透明，价格折扣余地很小，企业通过广告宣传动辄需要成百上千万的广告费。与此相比，一次促销活动的成本远远小于广告费用，但又能够很快取得效果，同时更直接地接触到消费者，及时获得市场反馈。
The traditional forms of advertising and publicity have entered a mature stage, including advertising and publicity costs are becoming more and more transparent, and the price discount is very small. Enterprises often need millions of advertising expenses through advertising. Compared with this, the cost of a promotion is far less than that of advertising, but it can achieve results quickly. At the same time, it can contact consumers more directly and get market feedback in time.
活动策划具有延时性
Activity planning is time-delay
一个好的活动策划可以进行二次传播。所谓“二次传播”，就是一个活动发布出来之后，别的媒体纷纷转载，活动策划的影响被延时了。但是，我们绝对看不到这样的情况：一个广告因为设计得好，被别的媒体转载了：活动策划在具备诸多优势的同时，同时也具备一些不足。一方面，活动策划往往不能脱离广告宣传独立展开。另一方面，活动策划操作不当容易引起受众排斥。
A good activity planning can carry out secondary communication. The so-called "secondary communication" means that after an event is released, other media reprints it one after another, and the influence of activity planning is delayed. However, we absolutely can not see such a situation: an advertisement is reprinted by other media because of its good design: the activity planning has many advantages, but also has some shortcomings. On the one hand, activity planning can not be carried out independently without advertising. On the other hand, improper operation of activity planning can easily lead to audience rejection.