Practical Advertising Cases (Volume 2). Full Case

Author: Li Wenlong et al
Publisher:
Publishing Time:
Features: "The Practical Advertising Cases (Volume 2) · Full Cases" is a review of the achievements in China's advertising operations over the past year and the highest presentation of China's advertising standards over the past 20 years. "The Practical Advertising Cases (Volume 2) · Full Cases" includes 70 full advertising cases. Its authors include both domestic and foreign advertising agencies such as DDB, Ogilvy & Mather, MSL, McCann Erickson, and VMLY&R; as well as strong local elite advertising agencies like MEC, The Agency, Apex,, Guangxiu, and Lingno, and brand enterprises such as Jinliufu, Robust, and Ping An Insurance. This book has the following features:
- Greater emphasis on strategy at the front end. The consensus reached after 19 years of market baptism in China's advertising industry is that "only by doing the right thing first can you do it better." Most medium and large advertising companies have their own brand tools. Compared to beautiful visual presentations, advertisers place greater importance on strategy generation. Practice has proven that better cases come from the front end.
- More innovative promotional channels. With the listing of Focus Media on the Nasdaq, the traditional dominance of the four major media has come to an end. Online, building lobbies, supermarkets, and communities—more and more targeted new communication channels and media have emerged and are reflected in communication practices. Especially experiential marketing, due to its closeness and affinity with consumers, is increasingly valued by advertisers.
- Greater emphasis on details and execution. Details determine success, especially for major brands. Intense market competition and segmentation require executioners to make no mistakes at all, and details often reflect an advertising agency's expertise. Brilliant, cannot be elaborated on.