Behind the Creativity - Local Chinese Advertising Planning Practice

Author: Zhao Yilin
Publisher:
Publish Date: 2006-08-01
Features: This book is suitable for both advertisers and planners. It provides us with a perspective and systematic solutions for examining advertising from a planning standpoint. As the book states, it is "an experience and acquisition of knowledge." Based on the author's understanding of the domestic mass consumer market and consumers, the book proposes practical views and systematic value models for brand building, which are highly practical. The vivid case studies of major brands such as Liby, Danone Yakult, Robust, and Huati are particularly rare and hold significant guiding value.