2006-2007: China Advertisers Marketing Promotion Trends Report NO.2 (1CD)

Author: Huang Shengmin, Du Guoqing, Shao Huadong, et al.
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, with Professor Huang Shengmin and Dr. Du Guoqing as 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 academics. 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, accompanied by in-depth analyses from 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 environment of marketing and advertising 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 ecosystem, media selection and new media strategies, and collaboration strategies between advertisers and advertising agencies.
Section 2 specifically studies the marketing and advertising activities of advertisers in seven highly active industries in China, categorized by industry, forming industry-specific marketing and advertising activity reports.
Section 3 delves into the unique marketing models in advertiser activities, conducting in-depth discussions on themes such as gift concept marketing, conference marketing, and green marketing.
Section 4 focuses on the increasingly prominent public relations activities of advertisers, exploring corporate PR operations, spokesperson strategies, crisis PR, and collaboration with PR agencies from multiple angles.
Section 5 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.
Additionally, to facilitate reading, we have broken the section design model and released the research report content in thematic form, with a total of 30 thematic reports, allowing readers to complete the reading of a single theme during fragmented time in their busy work, study, and life.
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 links, and intelligent accumulation of new and old information, making reading and searching more convenient and efficient.