Ad Case Tutorial

Author: He Jiaxun
Publisher:
Publish Date: 2002-10-01
Features: This book is a work that tells the story of marketing communication, advertising planning, and brand management, primarily based on recent outstanding practical cases. The specific content covers various aspects such as Chinese advertising trends, integrated marketing communication, marketing strategy, brand communication, advertising strategy and creativity, media planning, and more. The author, against the backdrop of theories from international marketing and advertising masters and operational procedures from renowned multinational advertising companies, constructs a new framework that meets the systematic and comprehensive requirements of the discipline. The book comprehensively combines 31 successful marketing communication and advertising cases from active Chinese brands, famous international brands, and well-known brands. Each case is equipped with a "Professional Guide," summarizing the core theories and methods of advertising to consolidate the learning effect of the cases.