2006-2007: China Advertiser Marketing Promotion Trends Report No.2 - Advertiser Blue Book (Includes CD-ROM)

Author: Huang Shengmin
Publisher:
Publish Date: 2006-12-01
Features: The Advertiser Blue Book 2006-2007: Trends in Chinese Advertiser Marketing and Promotion, this book is an annual masterpiece by the Advertiser Research Institute of the School of Advertising at Communication University of China. Professor Huang Shengmin and Dr. Du Guoqing are among its core authors. An excellent team, a pragmatic attitude, a down-to-earth spirit, and scientific research methods are all important conditions for the creation of this masterpiece. In 2005, the Advertiser Research Institute, in collaboration with Social Sciences Academic Press, launched the first Advertiser Blue Book in China, which received high praise from industry frontline marketing managers and academia. To meet industry needs, the Advertiser Research Institute promptly released The 2006-2007: Trends in Chinese Advertiser Marketing and Promotion. This book is summarized by four key points: "Professional, Frontline, Comprehensive, and Forward-looking." It includes a wealth of detailed data and practical case studies from representative frontline domestic enterprises, reflecting the current state and future trends of annual marketing and promotional activities. Accompanying these are in-depth analyses by professional researchers with forward-looking insights. This book provides the industry with timely and authoritative support to understand and grasp new concepts, demands, and trends in advertiser marketing and promotion, as well as to help advertisers themselves grasp the broader marketing and advertising environment and enhance their theoretical understanding. The book is organized into five major sections.
The first section focuses on the core of advertiser marketing and advertising activities, analyzing and capturing trends from multiple perspectives, including the advertising ecosystem, media selection, new media strategies, and collaboration strategies between advertisers and advertising agencies. The second section specifically examines marketing and advertising activities across different industry categories, with a focus on the seven most active industries in China's marketing and advertising landscape, forming industry-specific marketing and advertising activity reports. The third section delves into distinctive marketing models in advertiser activities, conducting in-depth discussions on themes such as gift concept marketing, conference marketing, and green marketing. The fourth section addresses the increasingly prominent public relations activities of advertisers, exploring corporate PR operations, spokesperson strategies, crisis PR, and collaboration with PR agencies from multiple angles. The fifth section emphasizes frontline insights and typical case studies, compiling fresh perspectives and attitudes from frontline marketing managers collected by the Advertiser Research Institute over the course of a year, along with typical case studies shared with the industry.
To facilitate reading, we have broken away from the section-based design model and released the research reports in thematic formats, totaling 30 thematic reports, allowing readers to dedicate spare time during busy work, study, or life to read a complete topic. The book also includes a database CD-ROM, which serves as both an e-book and a database, featuring functions such as electronic browsing, rapid retrieval, related information linking, and intelligent accumulation of new and old information, making reading and searching more convenient and efficient.