2006-2007: China Advertisers Marketing Promotion Trends Report (No.2 with CD-ROM) (No.2 with CD-ROM)

Author: Huang Shengmin
Publisher:
Publish Date: 2006-12-01
Features: The Advertiser Blue Book 2006-2007: China Advertiser Marketing and Promotion Trends Report, 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 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 marketing managers and academics. To meet industry demand, the Advertiser Research Institute promptly released The 2006-2007: China Advertiser Marketing and Promotion Trends Report. This book is summarized by four key points: "Professional, Firsthand, Comprehensive, and Forward-Looking." It includes a wealth of detailed data and practical case studies from representative domestic frontline enterprises, reflecting the current state and future trends of annual marketing and promotion activities. Accompanied by in-depth analyses from professional researchers with forward-looking insights, the book provides timely and authoritative support for the industry to understand and grasp new concepts, demands, and trends in advertiser marketing and promotion, as well as for advertisers to grasp the broader marketing and advertising environment and enhance their theoretical understanding. The book is organized into five major sections.
Section 1, focusing on the core of advertiser marketing and advertising activities, examines and analyzes advertiser marketing and advertising trends from multiple perspectives, including the advertising ecological environment, media selection and new media strategies, and collaboration strategies between advertisers and advertising agencies.
The second section of the book specifically studies the marketing and advertising activities of advertisers in different industry categories, with a focus on the seven most active industries in China's marketing and advertising, 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 public relations operations, spokesperson strategies, crisis public relations, and collaboration with public relations 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, and sharing representative case studies with the industry.
To facilitate reading, the book breaks away from the traditional section format, presenting research reports in thematic form, with a total of 30 thematic reports, allowing readers to dedicate spare time during busy work, study, or life to thoroughly read a single topic.
The book also includes a database CD-ROM, which serves as both an e-book and a database, offering functions such as electronic browsing, rapid retrieval, relevant information linking, and intelligent accumulation of new and old information, making reading and searching more convenient and efficient.