Ad Case Study Tutorial: Trends and Strategies

Author: He Jiaxun
Publisher:
Publish Date: 2002-10-01
Features: This book is a comprehensive guide to marketing communication, advertising planning, and brand management, primarily based on recent outstanding practical case studies. The content covers various aspects such as Chinese advertising trends, integrated marketing communication, marketing strategy, brand communication, advertising strategy and creativity, media planning, and more. Drawing on the theories of international marketing and advertising masters and the operational frameworks of renowned multinational advertising agencies, the author constructs a new framework that meets the systematic and comprehensive requirements of the discipline. The book integrates 31 successful case studies of marketing communication and advertising from active Chinese brands, famous international brands, and well-known brands. Each case is accompanied by a "Professional Navigator," summarizing key advertising theories and methods to reinforce learning outcomes. The book is divided into three parts and consists of 10 chapters, offering a clear structure, easy-to-understand language, and strong practicality. It is suitable as a textbook or teaching reference for relevant courses in universities, adult colleges, and vocational colleges, as well as training materials or supplementary guides for advertising agencies and consulting/training institutions. It can also be used for self-study by marketing and advertising professionals and general readers.