Advertising Case Practice · Event

Author: Mu Hong / Li Wenlong, Editors
Publisher:
Publish Date: 2005-04-01
Features: Following the publication of the "Ad People · China · Humanistic Biography Series" in 2003, the "Ad People · China · Case Series" was launched in 2004 with deeper strategies, more meticulous thinking, and a broader scope in the spring. In 2003, we told the inner stories of ad people; in 2004, we revealed the wisdom miracles of ad people. We carefully selected industry leaders with strategic power and initiated a large-scale "case search" campaign across more than 20 provinces in the country. Sifting through sand to find gold, after and careful evaluation, 338 cases stood out and vividly presented themselves to readers. The "Ad People · China · Case Series" is the largest and most comprehensive ad case collection in China's contemporary history, covering the widest range of industries and containing the most detailed and practical content. At the end of the year, it was finally finalized. The "Ad People · China · Case Series" gathers the intelligence and creativity of ad professionals across the country in the new century, creating exquisite "dishes" and offering a rich "feast" to the media industry and ad people. The winning cases reveal the secrets of success, enough to satisfy everyone's cravings. Thus, you will re-examine ad people, the ad people of China—the strategic and spiritual force of this passionate, wise, and capable intellectual army. How to achieve explosive brand and sales?—Events! Every successful event planning is a blast for sales and brands. In recent years, using various events to enhance brand awareness and influence, achieving direct or indirect revenue, has become a trend in the ad industry. Some classic cases are widely praised. However, so far, only this book has collected and organized these cases. It can be said that these 74 cases almost encompass all event marketing models, including some awe-inspiring large-scale campaigns. For example, in urban marketing, "Building a City Festival Brand—China Huizhou International Digital Festival" adopts the planning philosophy of "city holism," delving deep into the core of city branding for in-depth marketing. "Igniting the New Power of Shenzhen TV—Shenzhen TV 2003 Summer Trade Fair" added elements like a property award, outstanding professional manager selection, silent auction, community cultural and arts festival performances, and car-property joint exhibitions to a flat trade fair, making it a rare gem. It achieved remarkable results in terms of visitor numbers, sales, and intention to purchase. "Promoting Famous Cities—The 'Tianjin Day' Urban Marketing of the 5th China International Housing and Construction Fair" expanded the concept of "famous people, famous enterprises, and famous properties" to "famous cities," offering a rare opportunity and honor for the recommended cities. Large-scale campaigns and creative ideas are what everyone aspires to, but achieving a big impact with a small budget is equally impressive. "Tsinghua Unisplendour Notebook Glass House Network Life Activity" attracted nearly all Beijing media through a reality show, achieving a publicity effect that simple advertising budgets could not. Classic cases are too numerous to list, so readers are invited to discover them in the book.