2001 China Annual Best Advertising Case

Author: Kong Jie
Publisher:
Publish Date: 2002-01-01
Features: This book breaks through the conventional writing style of advertising case studies by using corporate operations as the basis for analyzing advertising behavior. It starts with the macro environment, industrial landscape, and competitive dynamics, explaining the company's business strategy and marketing plan, then introduces market positioning and brand image issues, and subsequently discusses advertising planning, creativity, production, and placement. It first clarifies "why advertising is needed," "what the goals of the advertising are," and "who the advertising is targeted at," before discussing "what kind of advertising to create," "how to create the advertising," and "how effective the advertising is." Finally, it summarizes "what makes successful advertising truly successful." This book uses corporate operations as the basis for analyzing advertising behavior, starting with the macro environment, industrial landscape, and competitive dynamics, explaining the company's business strategy and marketing plan, then introducing market positioning and brand image issues, and subsequently discussing advertising planning, creativity, and production.