Advertising Manual

Author: Han Guangjun
Publisher:
Publish Date: 2001-09-01
Features: Facing the gradually formed "buyer's market," as well as the trends of differentiated consumer demands and the complex interplay of individual preferences, businesses are compelled to shift from traditional sales concepts to approach product sales from a systems engineering perspective. This means that a company's sales efforts encompass both fundamental practices such as sales organization, sales planning, and sales budgeting, as well as intermediary marketing closely tied to sales channels, and direct advertising and personal selling aimed at influencing the target market. Against this backdrop, we published the "21st Century Enterprise Sales Engineering" series. Based on modern marketing theory and incorporating the aforementioned trends, the series systematically explores product sales in Chinese enterprises, presenting the techniques and methods that businesses should master in the 21st century. The "21st Century Enterprise Sales Engineering" series is a part of the author's long-term achievements in marketing education and research, as well as the insights gained from participating in dozens of corporate management and consulting projects. From various perspectives, the series reflects the gradual strategic and systematic development of product sales in Chinese enterprises, which is also the objective requirement of market economic development. Advertising is essentially an appeal-driven product promotion activity, where information about products is conveyed to consumers through various forms of advertising, guiding them through stages of awareness—evaluation—trial—purchase, ultimately leading to transaction behavior. From the perspective of currently published major advertising works, most focus on the perspective of advertisers, emphasizing technical research on advertising while relatively neglecting strategic and tactical skills. However, with the establishment of the socialist market economy system, businesses have become the main subjects of advertising activities. This requires us to study the strategic decision-making and tactical combinations of enterprises in using advertising to promote product sales, in order to achieve the goal of expanding sales. This book takes the enterprise's perspective, emphasizing the marketing function of advertising in promoting sales, and elaborates in detail on media strategies, positioning strategies, appeal creative strategies, as well as planned content such as advertising budgets and advertising effectiveness evaluation. It offers strong practicality and will be beneficial for Chinese enterprises to use advertising to enhance product sales.