Terminal intercept

Author: Jiang Ning
Publisher:
Publish Date: 2003-01-01
Features: Terminal Interception is a good book. Its importance lies in making marketing managers at all levels of the enterprise reconsider and pay special attention to the role of "terminals" in the process of making marketing decisions. Its operability lies in its marketing process and the various aspects of the marketing mix providing technical support for "terminal marketing" to marketing managers. Its uniqueness lies in being a marketing book written by an advertising professional, filled with the sensitivity, delicacy, and artistic flair of an ad person. This book is currently one of the most systematic professional books in China on the subject of terminals, containing a wealth of frontline operational methods and processes, along with some famous case studies. This book is written from the perspective of an advertising agency regarding marketing, which itself demonstrates that viewing advertising from a market perspective is the essential path for advertising operators to create market miracles for their clients. This book provides such a perspective. If you are a marketing professional, you can view this book from the following angles:
· How to incorporate terminals into your marketing plan
· How to leverage terminals when formulating an advertising plan
· How to master terminals when executing a marketing plan
· How to manage terminals when executing an advertising plan
· How to supervise and improve terminals when visiting the market
· How to develop a terminal sales guide
· How to collaborate with first- and second-tier advertising agencies as a marketing department member of the enterprise
If any of these cases involve your competitors, frankly, that is exactly what they did initially. If you are in a different industry but the principles are the same, some fundamental aspects are still applicable to your business. If you are a creative planner at an advertising agency, you can consider the following questions through this book:
· How to showcase terminals when creating an advertising plan for a client
· How terminals are reflected in your creative process
· How deep your understanding of terminals is when a client requests to emphasize them—a very important aspect
· Whether your big creative extends to terminals in a well-thought-out and engaging way
· When a client asks how to allocate the advertising budget, whether you can use your extensive terminal knowledge to advise spending on what the client can see—the terminals
· What kind of terminal structure is suitable for the promotional plan you have developed for your client
· How to start when a client asks you to help manage terminals
· How you leverage terminals to support your plan when establishing a brand strategy for a client
· If you are a first-tier agency, how you help enterprises build a second-tier advertising agency system
· If you are a second-tier agency, how you collaborate with first-tier agencies to refine and execute the enterprise's advertising strategy
· If you are an advertising agency and wish to become an advertising agency, you can understand how the enterprise assesses you