中国广告主营销传播趋势报告No.9
| 书 名： |
中国广告主营销传播趋势报告No.9 |
| 英 文 名： |
REPORT ON THE PROMOTION TREND OF CHINA’S ADVERTISERS No.9
|
| 作 者： |
黄升民 杜国清 陈怡 |
| I S B N： |
978-7-5201-7590-6 |
| 丛 书 名： |
广告主蓝皮书
订阅
|
| 关 键 词： |
商业广告 市场营销学 传播趋势 |
| 出版日期： |
2020-12-01 |
中文摘要
本书是广告主蓝皮书的第九部。作为系统考察中国广告主营销活动的实证研究报告，广告主蓝皮书是中国传媒大学广告主研究所年度核心研究成果的结集，一直受到业界和学界的关注。
广告主蓝皮书由知名广告学专家黄升民教授以及杜国清教授、陈怡博士牵头，由广告主研究所专项课题组负责调研与撰写。全书围绕广告主营销传播活动，分别从新媒体营销传播运作、媒体策略、行业研究、传播案例等多个角度来透视和把握广告主的营销传播活动特点和趋势。
本书由广告主营销传播研究报告（总报告和重点研究篇）统领，对广告主在多种行业以及热门领域的营销传播运作进行洞察和分析，就目前营销传播界的热点、焦点话题进行了探讨。相比于以往的广告主蓝皮书，本书结构更加立体，层次更加丰富，注重深度（战略）的挖掘和细腻（战术）的表现，是广告主研究领域的前沿性和趋势性成果。
本书为国内外营销传播、广告传播、公关传播等领域的专业人士全面了解中国广告主营销传播发展动态提供了翔实的、具有前瞻性的观点、案例和数据。
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