Practical Advertising Cases (Second Series) · Event

Author: Mu Hong, Li Wenlong
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 and 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 trend awards, these cases span every industry and every corner of life, with a wide variety of event formats and higher conceptual depth, often leaving a sense of "seeing the mountain is not the mountain, seeing the water is not the water." In addition to their innovative approaches, the planners in the book place greater emphasis on the integration of brand, public relations, advertising, and sales. This demands higher resource control and utilization capabilities from the 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 numerous.