Complete Case - Practical Advertising Cases (Second Series)

Author: Mu Hong
Publisher:
Publish Date: 2006-02-01
Features: "Battlefield Advertising Cases (Volume 2) · Full Case" and "Battlefield Advertising Cases (Volume 2) · Full Case" are a review and summary of the achievements of Chinese advertising operations over the past year, as well as the highest presentation of Chinese advertising standards over 20 years. "Battlefield Advertising Cases (Volume 2) · Full Case" includes 70 full advertising cases. Its authors include both foreign-invested advertising agencies such as DDB, Ogilvy & Mather, MSL, McCann Erickson, VMLY&R, and Planning, and also powerful local elite advertising agencies like MEC, APAX,, and Leo Burnett. Additionally, there are brand enterprises such as Jinliufu, Robust, and Ping An Insurance. This book has the following characteristics:
- Greater emphasis on strategy at the front end. Chinese advertising has matured through years of market, and the consensus is that only by doing the right thing first can one do it better. Most medium and large advertising companies have their own brand tools. Compared to beautiful visual presentations, advertisers place greater importance on strategy generation. Practice has proven that better cases come from the front end.
- More innovative promotional channels. With the listing of Focus Media on the NASDAQ, the traditional dominance of the four major media has faded. Online, building lobbies, supermarkets, and communities—more and more targeted new communication channels and media have emerged and are reflected in communication practices. Especially experiential marketing, due to its closeness and affinity with consumers, is increasingly valued by advertisers.
- Greater emphasis on details and execution. Details determine success, especially for major brands. Intense market competition and segmentation require executioners to make no mistakes at all, and details often reflect an advertising agency's expertise.
- Brilliant, let alone details. After the success of "Battlefield Advertising Cases" , the second volume was published in 2006 with deeper strategies, more meticulous thinking, and perfect quality. This volume includes 352 successful cases of battlefield advertising practitioners, comprehensively explaining the entire process of advertising campaigns, showcasing the strategic thinking in each stage, and elucidating the wise battlefield tactics of advertisers, representing the highest realm and perfect integration of advertising. Among them, "Battlefield Advertising Cases (Volume 2) · Full Case" presents the entire process of advertising campaign implementation through 70 cases, including brand strategy, media usage, creative expression, and performance evaluation.