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By：Huang Shengmin
Publisher：Social Sciences Academic Press
ISBN：978-7-5097-7953-8
Publication Date：2015-10-01
Language：Chinese
This is the eighth edition of Blue Book of Advertisers, which systematically and empirically investigates the marketing and advertising campaigns of China’s advertisers. Blue Book of Advertisers is an annual collection of the latest research results by Advertisers Research Institute of Advertising School, Communication University of China. Since first released in 2005, Blue Book of Advertisers has been attracting attention from industries and scholars.
The writing of Blue Book of Advertisers is led by advertising experts Professor Huang Shengmin, Professor Du Guoqing as well as Dr.Shao Huadong,and undertaken by the staff of Advertisers Research Institute. Taking advertisers’ marketing and advertising campaign as the theme, this book sees and seizes the tendency of advertisers’ marketing communication from various perspectives such as new media marketing communication operation, media selection strategy, advertiser’s corporate culture and social responsibility communication and so on. Being guided by Report on Advertiser’s marketing communication, the book has grasped the tendency of advertisers’ marketing communication of financial，E-Commerce and other popular industries. There is also Report on Advertiser’s Usage of New Digital Media, Report on Strategy of Brand Communication in the Country under the New Urbanization, Report on the Research of Advertiser’s Social Media Marketing Communication and so on, which are applied to discuss the currently hot topics in the marketing communication field. Compared with past editions, this edition of Blue Book of Advertisers is more reasonably structured with more comprehensive content, thus representing the latest achievement of leading edge study on advertiser.
This book provides professionals of marketing communication, advertising communication and PR communication with forward-looking perspectives, valuable cases and detailed data, and will facilitate their comprehensive understanding of the development of advertisers’ marketing communication in China.
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