Battle-tested advertising cases (Volume 2) complete plan

Author: Mu Hong Li Wenlong
Publisher:
Publish Date: 2006-02-01
Features: "The Second Collection of Practical Advertising Cases · Full Cases" is a review of the achievements of China's advertising operations over the past year and also the highest presentation of China's advertising standards in 20 years. "The Second Collection of Practical Advertising Cases · Full Cases" includes 70 full advertising cases. Its authors include both domestic advertising companies such as MSL, TBWA, VMLY&R, McCann Erickson, and DDB, as well as foreign-invested advertising companies like WPP, Omnicom, and Publicis Groupe; there are also strong domestic elite advertising agencies such as MEG, Alliance, Apex,, Guangxiu, and Lingno, and brand enterprises like Jinliufu, Robust, and Ping An Insurance. This book has the following features:
- Greater emphasis on the front-end strategy: In the 19-year journey from infancy to maturity, Chinese advertising has learned through market baptism that "only by doing it right first can you 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 targeted new communication channels and media have emerged and are reflected in communication practices. Especially experiential marketing, due to its close proximity and affinity with consumers, is increasingly favored by advertisers.
- Greater attention to details and execution: Details determine success, especially for major brands. Intense market competition and segmentation demand that executioners make no mistakes, and details often reflect an advertising agency's expertise.
Splendid, let alone the details.