CommonID:DIR_12565304,ID:2565304,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136423,name:总报告 2006年广告主生态调查报告10529190,ShortName:,SubName:,EnTitle:Summary Report Research Report on 2006 Advertising Ecology,EnShortTitle:,EnSubTitle:,Level:0,BookId:2565296,AbstractCH:该报告立足广告主年度营销广告活动的现状及趋势,揭示企业经营理念、管理制度、经营战略、市场策略的变化,并试图从广告主的视角勾勒出广告生态环境全貌,为业界人员提供广告主营销传播的精彩资讯、变化趋势、需求动态,以及种种有关广告业态的最新思考。
CommonID:DIR_12565480,ID:2565480,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136424,name:报告一 2006年广告主媒体选择策略全报告,ShortName:null,SubName:null,EnTitle:Report 1 Research Report on 2006 Advertisers’ Media Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了广告主的广告媒体观,广告主的媒体选择态势,广告主电视媒体广告投放活动的热点问题等内容。,AbstractEN:,KeyWords:34738,128749,156620,EKeyWords:37326,156621,156622,SubjectWords:200250,LiteratureId:2565481,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:14.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:13,ShowType:putong,LogoID:0,PdfID:2565482,DownCount:4,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:2006年广告主媒体选择策略全报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:2006年广告主媒体选择策略全报告,_RowNo:4
CommonID:DIR_12565681,ID:2565681,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136425,name:报告二 广告主新媒体投放趋势调查报告,ShortName:null,SubName:null,EnTitle:Report 2 Research Report on the Trends of 2006 Advertisers’ New Media Placement,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:2005年中国广告市场出现巨大拐点:电视、报纸、杂志、广播等传统媒体广告收入增长放缓,甚至部分阶段出现负增长。与此同时,互联网、楼宇液晶电视、移动媒介等新型媒体广告收入一路高扬,2006年上半年广告主投放新媒体趋势继续加强。本篇报告旨在解读广告主当前选择新媒体的原因、新媒体得到哪些广告主的青睐、广告主加大新媒体投放的策略应用及其所面对的困惑与挑战。,AbstractEN:,KeyWords:34738,24764,156623,24371,EKeyWords:37326,26595,156624,101065,SubjectWords:200251,LiteratureId:2565682,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:15.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:27,ShowType:putong,LogoID:0,PdfID:2565683,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主新媒体投放趋势调查报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主新媒体投放趋势调查报告,_RowNo:5
CommonID:DIR_12565880,ID:2565880,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136427,name:报告四 户外广告公司生存业态报告,ShortName:null,SubName:null,EnTitle:Report 4 Research Report on the Actuality of China Outdoor Advertising Companies,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了被访广告公司及被访者基本情况描述,被访广告公司税后利润并不算很高,2005 年上半年广告营业额千万以下居多,广告公司服务的客户类型构成等内容。,AbstractEN:,KeyWords:156630,156631,7357,EKeyWords:156632,156633,8002,SubjectWords:200253,LiteratureId:2565881,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:16.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:2565882,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:户外广告公司生存业态报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:户外广告公司生存业态报告,_RowNo:7
CommonID:DIR_12565968,ID:2565968,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136428,name:报告五 户外广告发展趋势报告,ShortName:null,SubName:null,EnTitle:Report 5 Research Report on the Development of China Outdoor Advertising,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了户外广告的内涵以及多样化的户外资源类型,中国广告产业频创佳绩户外广告功不可没,户外广告迅速蜕变进入新一轮发展等内容。,AbstractEN:,KeyWords:156625,7558,7357,EKeyWords:156628,94468,8002,SubjectWords:201768,LiteratureId:2565969,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:16.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:23,ShowType:putong,LogoID:0,PdfID:2565970,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:户外广告发展趋势报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:户外广告发展趋势报告,_RowNo:8
CommonID:DIR_12566018,ID:2566018,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136429,name:报告六 2006年七大行业广告主研究报告10529226,ShortName:null,SubName:null,EnTitle:Report 6 Research Report on China Advertisers of Seven Industries,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了药品、房地产、食品饮料、化妆品等行业广告主营销传播策略嬗变全报告。,AbstractEN:,KeyWords:34738,156640,7356,7357,58363,EKeyWords:37326,156641,27629,8002,58363,SubjectWords:200257,LiteratureId:2566019,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:16.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:2566020,DownCount:5,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:2006年七大行业广告主研究报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:2006年七大行业广告主研究报告,_RowNo:9
CommonID:DIR_12566360,ID:2566360,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136430,name:报告七 广告主与公关公司合作现状及趋势报告,ShortName:null,SubName:null,EnTitle:Report 7 Research Report on the Trends of the Cooperation between Advertisers and PR Companies,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要从现状与问题、策略运用、机遇与挑战等方面分析了广告主与公关公司合作现状及趋势。,AbstractEN:,KeyWords:34738,154590,68736,21078,7357,EKeyWords:37326,156644,156645,21239,8002,SubjectWords:200259,LiteratureId:2566361,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:17.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:2566362,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主与公关公司合作现状及趋势报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主与公关公司合作现状及趋势报告,_RowNo:10
CommonID:DIR_12566397,ID:2566397,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136431,name:报告八 广告主公共关系内部组织结构发展现状和趋势报告,ShortName:null,SubName:null,EnTitle:Report 8 Research Report on the Actuality and Development of China Advertisers’ Inner Organization Structure for Public Relations,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要从描摹、解读、展望三个角度分析了广告主公共关系内部组织结构发展现状和趋势。,AbstractEN:,KeyWords:34738,63229,156646,24666,21078,7357,EKeyWords:37326,63231,156647,37328,21239,8002,SubjectWords:201772,LiteratureId:2566398,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_009,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:17.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:16,ShowType:putong,LogoID:0,PdfID:2566399,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主公共关系内部组织结构发展现状和趋势报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主公共关系内部组织结构发展现状和趋势报告,_RowNo:11
CommonID:DIR_12566428,ID:2566428,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136432,name:报告九 广告主发言人策略研究报告,ShortName:null,SubName:null,EnTitle:Report 9 Research Report on Advertisers’ Spokesman Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:“防民之口,甚于防川。”2003年,因为SARS等事件,从中央到地方,各级政府机构皆认识到信息沟通的重要,从中央各相关部委到地方各级政府相继建立新闻发言人制度。通过新闻发布会等活动,新闻发言人与新闻媒体进行面对面的交流,及时和大众进行有效沟通。政府新闻发言人成为人们关注的一个亮点。
CommonID:DIR_12566537,ID:2566537,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136433,name:报告十 营销经理人访谈实录报告,ShortName:null,SubName:null,EnTitle:Report 10 Research Report on Recordation of Interview with Marketing Managers,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了营销经理人谈企业品牌观、 广告观,营销经理人谈媒体投放,营销经理人谈新媒体等内容。,AbstractEN:,KeyWords:156654,156655,7357,EKeyWords:156656,156657,8002,SubjectWords:200262,LiteratureId:2566538,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_011,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:18.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:17,ShowType:putong,LogoID:0,PdfID:2566539,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:营销经理人访谈实录报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:营销经理人访谈实录报告,_RowNo:13
CommonID:DIR_12566650,ID:2566650,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136434,name:报告十一 广告主与广告公司合作态势研究报告,ShortName:null,SubName:null,EnTitle:Report 11 Research Report on the Cooperation between Advertisers and Advertising Companies,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了广告主与广告公司合作的现状及趋势、广告公司合作关系变化等内容,AbstractEN:,KeyWords:34738,29848,49581,EKeyWords:37326,70546,156645,SubjectWords:200264,LiteratureId:2566651,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_012,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:18.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:18,ShowType:putong,LogoID:0,PdfID:2566652,DownCount:5,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主与广告公司合作态势研究报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主与广告公司合作态势研究报告,_RowNo:14
CommonID:DIR_12566694,ID:2566694,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136435,name:报告十二 在华外资企业危机公关中媒体关系管理分析报告,ShortName:null,SubName:null,EnTitle:Report 12 Research Report on Foreign Companies’ Media Relations Management,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:在中国传媒大学广告主研究所同企业的深度访谈和接触中,发现针对企业危机事件的发生,企业相关危机公关团队往往困惑——企业危机公关活动的核心与焦点是什么?而就在华外资企业而言,更是困惑于难以把握中国市场、新闻媒体以及消费者、政府相关监管部门的发展变化,困惑于如何结合中国市场特定的公关关系环境进行科学合理的企业危机公关活动。本文在广泛借鉴国内外危机公关理论研究的基础上,就上述问题从理论和实践的双重角度进行解答,以期为在华外资企业在中国市场开展有效的危机公关运作提供参考和借鉴。,AbstractEN:,KeyWords:156662,34746,156663,EKeyWords:156664,103720,156665,SubjectWords:200265,LiteratureId:2566695,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_013,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:18.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:21,ShowType:putong,LogoID:0,PdfID:2566696,DownCount:4,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:在华外资企业危机公关中媒体关系管理分析报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:在华外资企业危机公关中媒体关系管理分析报告,_RowNo:15
CommonID:DIR_12566747,ID:2566747,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136436,name:报告十三 广告主礼品概念营销运作策略研究报告10529338,ShortName:null,SubName:null,EnTitle:Report 13 Research Report on Advertisers’ Gift Marketing Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:从80年代的蜂王浆,90年代的三株、红桃K直到脑白金,礼品概念营销已经成为众多行业广告主使用的营销手段。目前,采用礼品营销或搭假日礼品车的企业已经不仅仅限于保健品行业,而是扩展到如食品行业、烟酒行业、化妆品行业、电子行业、图书行业、钟表行业以及健康产品与服务行业等领域。
CommonID:DIR_12566803,ID:2566803,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136437,name:报告十四 广告主情感营销运作策略研究报告10529353,ShortName:null,SubName:null,EnTitle:Report 14 Research Report on Advertisers’ Emotion Marketing Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:目前,市场营销已不再是简单地开发、推销和分销产品,而是更加关注与顾客建立并维持相互满意的长期关系。情感营销正是基于这种“顾客导向”而产生并得以发展。越来越多的广告主开始采用情感营销,通过释放品牌的情感能量,辅以产品的功能性及概念性诉求,进一步打动消费者,培养忠实的消费群体。
CommonID:DIR_12566848,ID:2566848,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136438,name:报告十五 广告主广告诚信攻略研究报告,ShortName:null,SubName:null,EnTitle:Report 15 Research Report on Advertisers’ Advertising Sincerity,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:为了吸引更多消费者的关注,部分广告主不惜夸大甚至是捏造广告卖点、制造噱头。广告诚信的缺失成为消费者和业界人员日益关注的问题——消费者需要在繁杂的广告信息中区分真伪,广告主需要在消费者心目中树立起诚信的企业形象。
CommonID:DIR_12566911,ID:2566911,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136439,name:报告十六 广告主赠品促销策略研究报告10529382,ShortName:null,SubName:null,EnTitle:Report 16 Research Report on the Advertisers’ Gift Sales Promotion Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本章主要介绍了赠品促销认知篇,赠品促销认知篇两部分内容。,AbstractEN:,KeyWords:34738,156674,7357,EKeyWords:37326,156675,8002,SubjectWords:200270,LiteratureId:2566912,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_017,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:19.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:12,ShowType:putong,LogoID:0,PdfID:2566913,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主赠品促销策略研究报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主赠品促销策略研究报告,_RowNo:19
CommonID:DIR_12567028,ID:2567028,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136440,name:报告十七 儿童用品市场营销推广运作研究报告10529410,ShortName:null,SubName:null,EnTitle:Report 17 Research Report on the Marketing Strategy on Children Market,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:一直以来,儿童在现代家庭的消费结构中都有着举足轻重的地位,儿童消费在整个社会消费中亦占有相当大的比例,且呈现出不断上升的趋势。越来越多的广告主已经意识到,儿童用品市场是一个充满生机、隐藏着巨大商机和发展潜力的消费市场,从1995年开始几乎每种消费品行业都在一定程度上开始了儿童营销。
CommonID:DIR_12567084,ID:2567084,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136441,name:报告十八 企业网站攻略研究报告,ShortName:null,SubName:null,EnTitle:Report 18 Research Report on Advertisers’ Marketing Communication on Web Stations,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:随着企业竞争加剧以及营销成本的不断攀升,企业面临着营销传播突破及创新的难题。而企业网站作为一种自有媒体的开发和利用,受到了相当数量广告主的关注。据国务院信息化工作办公室公布的《2003年中国互联网信息资源数量调查报告》显示:截至2003年12月31日,全国域名数为118.7万个,网站数为59.6万个。从网站性质与服务内容来看,企业网站数的比例最大,占网站总数的70.9%。
CommonID:DIR_12567206,ID:2567206,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136442,name:报告十九 成长型企业电视广告投放策略研究报告10529481,ShortName:null,SubName:null,EnTitle:Report 19 Research Report on Growing Advertisers’ TV Commercial Placement Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:新时期,成长型企业不断面临新的挑战。其一,成长型企业直接面对国际竞争,中国市场成为拥有强大实力的跨国企业与亟待发展的本土企业共同的角逐场。其二,新技术的应用——观念创新、营销创新,成为企业生存发展的重要影响力量。其三,在媒体过剩,各种商业信息拥挤的今天,稀缺的注意力是企业竞争的重要手段。本报告旨在揭示成长型企业在新时期,面对新挑战如何操作电视媒体,发挥其传播效应,服务于总体营销目标、发展目标,以及针对成长型企业在运用电视媒体中遇到的困惑与挑战,提出相应对策,为广大成长型企业电视媒体运作提供参考和借鉴。,AbstractEN:,KeyWords:156683,156684,7357,EKeyWords:156685,156686,8002,SubjectWords:200274,LiteratureId:2567207,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_020,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:19.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:13,ShowType:putong,LogoID:0,PdfID:2567208,DownCount:4,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:成长型企业电视广告投放策略研究报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:成长型企业电视广告投放策略研究报告,_RowNo:22
CommonID:DIR_12567266,ID:2567266,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136443,name:报告二十 广告主会议营销运作研究报告10529495,ShortName:null,SubName:null,EnTitle:Report 20 Research Report on Advertisers’ Meeting Marketing Strategy,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:随着企业竞争的不断升级,各种创新形式的营销模式也不断涌现。而会议营销由于兼具体验营销的体验优势、数据营销的信息收集优势、关系营销与利益关系方的沟通优势,以及情感营销之深度沟通优势而在近年来备受企业青睐。业界也从不同的研究视角出发,对会议营销进行了多种形式的内涵及外延的界定。
CommonID:DIR_12567303,ID:2567303,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136444,name:报告二十一 广告主营销计划执行力研究报告,ShortName:null,SubName:null,EnTitle:Report 21 Research Report on Advertisers’ Executive Ability to Marketing Planning,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:本报告以营销推广计划与执行为切入点,剖析了广告主营销计划、执行过程中的常见病症。营销推广计划是企业营销计划中的重要环节,即经典营销理论中四大基本营销策略(产品、价格、渠道、促销)中的“促销策略”。本报告将营销推广计划作为切入点来探讨如何更好地实现营销执行力,有三个重要的理由。第一,根据我们的研究,企业营销推广策略(促销策略)在目前广告主最为侧重的基本营销策略中仅次于产品策略,是当前多数消费品行业广告主重要的竞争手段。第二,每到年终岁末,企业会进行年度营销计划的检讨和更新,其中变化最快、调整最快的部分正是营销推广计划。它不但跟着产品阶段走,跟着消费习惯的变迁走,还跟着竞争对手走,跟着企业目标走。第三,这也是企业花钱的一个核心环节,计划不但要具体、详尽,而且要科学、严谨,也是营销计划中篇幅较长的部分。
CommonID:DIR_12567428,ID:2567428,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136445,name:报告二十二 广告主绿色营销研究报告10529521,ShortName:null,SubName:null,EnTitle:Report 22 Research Report on Advertisers’ Green Marketing,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2565296,AbstractCH:1968年美国国际开发署长W.S.高达在华盛顿国际开发学会上发表了《绿色革命:成就与担忧》的演说,第一次使用绿色革命一词。1998年英国作家出版了《绿色消费指南》一书,推介了一系列绿色标准,倡导开展绿色消费运动。消费者绿色消费意识的崛起和发展为市场带来了巨大的商机,绿色营销成为市场营销中的一个新亮点。本报告力求通过分析企业绿色营销的现状,揭示企业绿色营销的优势以及面临的挑战。,AbstractEN:,KeyWords:34738,156697,7356,7357,EKeyWords:37326,156698,27629,8002,SubjectWords:200277,LiteratureId:2567429,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_023,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:20.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:19,ShowType:putong,LogoID:0,PdfID:2567430,DownCount:6,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:广告主绿色营销研究报告,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主绿色营销研究报告,_RowNo:25
CommonID:DIR_12567489,ID:2567489,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:136446,name:个案 国内某媒体广告经营问题与建议,ShortName:,SubName:,EnTitle:A Case Report on the One Media Organization’s Advertising Management—Problems and Suggestions,EnShortTitle:,EnSubTitle:,Level:0,BookId:2565296,AbstractCH:本章主要介绍了A电视台面临的机遇与挑战,对A电视台未来发展的建议等内容。,AbstractEN:,KeyWords:156701,156702,5006,2786,EKeyWords:53161,156703,39156,2787,SubjectWords:201781,LiteratureId:2567490,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010040154_000_024,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-08-06 08:54:20.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:29:01.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:2567491,DownCount:3,AuthorInfos:,BookPublishDate:2006-12-01 00:00:00.0,SearchTitle:国内某媒体广告经营问题与建议,ISBN:7-80230-354-0,BookTitle:2006~2007年:中国广告主营销推广趋势报告No.2,BookStatus:7,AllowDownload:Y,BookVersionNum:2007,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2006-12-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:国内某媒体广告经营问题与建议,_RowNo:26