Practical Advertising Cases (Second Series) Event

Author: Mu Hong, Li Wenlong (editors)
Publisher:
Publish Date: 2006-02-01
Features: The cases in "Practical Advertising Cases (Volume 2) · Events" differ greatly from the previous volume in terms of the breadth of fields covered, the novelty of approaches, and the depth of execution. From the forum of private university presidents to the F1 Global Business Summit, from car-flower joint exhibitions to direct-drive factories, from "Battle Shanghai" in "Weekend Carnival" to the vibrant TV advertising trade fair, from the commercial promotion of Dalian Xintiandi to the Chongqing Smile Ambassador Selection Contest, from Li-Ning RUNFREE's freedom run to Rémy Martin's Black Night, from the Durex online competition to the annual celebrity awards, these cases span every industry and every corner of life. The event formats are diverse, and the concepts are even higher, often giving a sense of "seeing the mountain is not the mountain, seeing the water is not the water." Beyond their creativity, the planners place greater emphasis on the integration of brand, public relations, advertising, and sales. This demands higher requirements for the resource control and utilization capabilities of organizers and planners. Although event marketing is highly effective in stimulating immediate sales, advertisers and planners are even more focused on its long-term impact on brand value. The content of the events themselves also emphasizes interactive communication with the target audience. Cases like Shanghai's "Brand Takes Me Home" and Master Kong's "Family Harmony Sports Day," which involve close communication and heartfelt care, are quite numerous.