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2007~2008年:中国广告主营销推广趋势报告No.3

书 名: 2007~2008年:中国广告主营销推广趋势报告No.3
英 文 名: REPORT ON THE PROMOTION TREND OF CHINA’S ADVERTISERS No.3 (2007-2008)
作 者:  黄升民 杜国清 邵华冬
I S B N: 978-7-5097-0392-2
丛 书 名: 广告主蓝皮书 订阅
关 键 词:  商业广告 市场营销学 研究报告 中国 2007~2008
出版日期: 2008-11-01

中文摘要

本书不仅延续了前两本蓝皮书对传统的广告主线上、线下广告活动的研究,更开辟了近年来营销公关、危机公关、新媒体营销、终端营销等新的营销动态的相关专题内容,为业界一线人士更便捷且全面地消化、理解、吸收新的营销理论及策略提供了良好渠道。

作者在该书中还收录了近年来营销传播活动最为火热的金融、汽车等行业企业营销传播活动及手机无线广告、电影广告个案,通过对行业企业近年来营销传播活动的生动及立体展现,深入浅出地概括出中国广告主营销趋势特征及策略变化。

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CommonID:DIR_10913936,ID:913936,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114237,name:总报告2007~2008广告主生态调查报告该报告属中国广告协会学术委员会2007广告生态调查课题组,课题组组长陈永、丁俊杰、黄升民;执行总负责杜国清;执行组长:邵华冬、陈怡、杨懿;成员:宋青、严婷婷、李璐、易交红、卢燕、陈东、江红。该报告由《2007年度中国?,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章主要是从新媒体、奥运广告灯方面对2007年中国广告业的发展做了一个介绍,同时对广告业2008年的发展做出了展望。 ,AbstractEN:,KeyWords:112066,112067,2786,81528,EKeyWords:70930,112068,2787,107597,SubjectWords:185946,LiteratureId:913937,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:A2D6C70C-802B-4a6b-AA41-6435A57391F6,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:12.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:14,ShowType:putong,LogoID:0,PdfID:913938,DownCount:5,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:2007~2008广告主生态调查报告,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:2007~2008广告主生态调查报告,_RowNo:4
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CommonID:DIR_10914052,ID:914052,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114239,name:报告二 数字改变未来,ShortName:,SubName:——数字新媒体如何影响未来营销传播162103,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章主要介绍了数字新媒体在中国的发展,以及他们是如何影响未来营销传播。,AbstractEN:,KeyWords:34722,34730,2786,EKeyWords:37312,112083,2787,SubjectWords:185948,LiteratureId:914053,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:4AF1D95E-136F-4f47-9217-53086D0B93BA,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:12.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:12,ShowType:putong,LogoID:0,PdfID:914054,DownCount:7,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:数字改变未来——数字新媒体如何影响未来营销传播,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:数字改变未来——数字新媒体如何影响未来营销传播,_RowNo:6
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CommonID:DIR_10914338,ID:914338,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114244,name:报告七 广告主品牌观念与品牌建设现状与趋势研究,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了广告主的广告手段、广告需求和品牌观以及广告业对这些品牌建设的方法。,AbstractEN:,KeyWords:112066,112196,29775,7357,101462,EKeyWords:70930,112197,37308,8002,101464,SubjectWords:185962,LiteratureId:914339,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:4F10886E-2175-4fa8-8720-A83341B6B8CD,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:15.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:14,ShowType:putong,LogoID:0,PdfID:914340,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:广告主品牌观念与品牌建设现状与趋势研究,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主品牌观念与品牌建设现状与趋势研究,_RowNo:10
CommonID:DIR_10914390,ID:914390,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114245,name:报告八 广告主终端品牌传播研究报告,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了终端媒体的特点,对中国品牌建设的影响,以及终端传媒发展的趋势。,AbstractEN:,KeyWords:112200,34738,7357,101480,EKeyWords:112201,37326,8002,101482,SubjectWords:185964,LiteratureId:914391,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:7151174F-2A70-444e-B461-BF37A390C681,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_009,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:15.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:23,ShowType:putong,LogoID:0,PdfID:914392,DownCount:6,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:广告主终端品牌传播研究报告,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主终端品牌传播研究报告,_RowNo:11
CommonID:DIR_10914495,ID:914495,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114246,name:报告九 新豪门盛宴,ShortName:null,SubName:——2007广告主电影广告运作研究报告,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了2006~2007年间中国电影广告的发展情况,并对其他品牌进入电影广告的情况作了一些分析。,AbstractEN:,KeyWords:112206,112207,7357,112208,EKeyWords:112209,112210,8002,112211,SubjectWords:185966,LiteratureId:914496,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:212EA744-114C-432c-836C-34E94E727B81,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_010,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:16.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:16,ShowType:putong,LogoID:0,PdfID:914497,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:新豪门盛宴——2007广告主电影广告运作研究报告,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:新豪门盛宴——2007广告主电影广告运作研究报告,_RowNo:12
CommonID:DIR_10914541,ID:914541,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114247,name:报告十 广告主奥运营销传播运作研究报告,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了奥运赞助企业与非赞助企业是如何通过奥运理念来进行营销传播活动的,以及它们在传播活动过程中遇到了的陷阱与困惑和摆脱困境的方法。,AbstractEN:,KeyWords:34732,34738,7357,101462,EKeyWords:112218,112219,101464,SubjectWords:185969,LiteratureId:914542,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:E62B8747-927D-49fb-89C5-640992D7559F,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_011,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:16.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:914543,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:广告主奥运营销传播运作研究报告,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主奥运营销传播运作研究报告,_RowNo:13
CommonID:DIR_10914594,ID:914594,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114248,name:报告十一 广告主手机广告本文所指的手机广告是指广告主基于手机媒体平台和特性,以手机各种内容和功能为传播载体,包含多种表现形式,向手机用户传递广告信息,并做互动交流的一种新兴广告平台,包括手机短信、彩信、WAP链接、彩铃、二维码等广告形式。
CommonID:DIR_10914668,ID:914668,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114249,name:报告十二 参展商视角下的展览营销传播研究,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:针对目前关于展览销售功能与非销售功能的争议以及国内展览营销传播理论的欠缺, 本文从参展商的视角出发, 对展览的营销传播功能提出系列论点并展开研究。文章结合目前国内企业展览营销运作案例, 总结出国内参展商展览营销传播的现状、趋势和实战策略。,AbstractEN:,KeyWords:112231,112232,7357,101480,EKeyWords:112403,112404,8002,101482,SubjectWords:185975,LiteratureId:914669,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:7F06606C-CD4F-433c-8D79-356C1F17BCE7,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_013,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:18.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:11,ShowType:putong,LogoID:0,PdfID:914670,DownCount:7,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:参展商视角下的展览营销传播研究,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:参展商视角下的展览营销传播研究,_RowNo:15
CommonID:DIR_10914772,ID:914772,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114250,name:报告十三 新形势下企业公关活动运作全报告,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本报告从破解纷繁复杂并快速变化的公关运作环境新形势入手, 透视目前企业公关活动现状及困惑、挑战, 并提出企业公关运作的策略化思考, 希望能够给企业公关运作实践提供一些帮助。,AbstractEN:,KeyWords:112242,112243,7357,112244,EKeyWords:112245,112246,8002,112247,SubjectWords:185980,LiteratureId:914773,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:7077423A-FADD-4ccf-ADBD-753450671FBE,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_014,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:18.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:914774,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:新形势下企业公关活动运作全报告,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:新形势下企业公关活动运作全报告,_RowNo:16
CommonID:DIR_10914831,ID:914831,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114251,name:报告十四 企业产品/服务危机传播策略研究报告,ShortName:null,SubName:——中国企业危机公关实务系列研究,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本文主要分析了企业产品/服务危机处理中的盲点和误区,企业产品/服务危机处理的三大原则以及产品/服务危机后的品牌修复策略三方面问题。,AbstractEN:,KeyWords:50906,112252,112253,7357,112208,EKeyWords:52660,112254,112255,8002,112211,SubjectWords:186040,LiteratureId:914832,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:79B8D114-1852-4a37-8FD9-ED0CDB69F5BB,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_015,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:19.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:10,ShowType:putong,LogoID:0,PdfID:914833,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:企业产品/服务危机传播策略研究报告——中国企业危机公关实务系列研究,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:企业产品/服务危机传播策略研究报告——中国企业危机公关实务系列研究,_RowNo:17
CommonID:DIR_10914855,ID:914855,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114252,name:报告十五 企业发言人目前,我国建立起来的新闻发言人制度大体可以分为四类:行政部门、司法部门、人民团体和企业。企业是继行政、司法部门之后设立发言人的。企业发言人,也称企业新闻发言人,是企业与新闻媒体及社会公众沟通的官方授权代言人。企业发言人在一定,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本文力图从企业公关传播的信息操控视角深入研究企业发言人这一崭新的公关工具, 解读其产生的根源, 及其信息操控运作的机理和优势, 并探讨其在信息操控实践中存在的问题、矛盾及更好发挥企业发言人信息操控优势的有效途径。,AbstractEN:,KeyWords:34717,112270,112271,2786,112272,EKeyWords:112273,112274,112275,2787,112276,SubjectWords:185993,LiteratureId:914856,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:7A275E93-4758-4ae3-B48F-4AC8E87DF313,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_016,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:19.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:6,ShowType:putong,LogoID:0,PdfID:914857,DownCount:4,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:企业发言人,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:企业发言人,_RowNo:18
CommonID:DIR_10914937,ID:914937,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114253,name:报告十六 广州本田品牌传播成功案例研究该研究报告为中国传媒大学广告学院广告主研究所接受广东省广博报堂广告有限公司委托专项调研研究成果。课题组长:蒋熙陶、黄升民、杜国清;执行组长:邵华冬;组员:陈怡、卢昊、林洁、郭奕。,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了广州本田“以心传心”的品牌营销策略,着重介绍了广州本田基于营销、超越营销的消费者需求解读和根据解读提出的品牌建设。,AbstractEN:,KeyWords:29859,112353,7357,112354,EKeyWords:37309,42617,8002,112354,SubjectWords:186043,LiteratureId:914938,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:22215D66-0354-4deb-846F-59B5A2B84DC2,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_017,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:20.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:19,ShowType:putong,LogoID:0,PdfID:914939,DownCount:10,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:广州本田品牌传播成功案例研究,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广州本田品牌传播成功案例研究,_RowNo:19
CommonID:DIR_10915106,ID:915106,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114254,name:报告十七 “好记星 学习英语的好方法”品牌定位运动此项目为2006年中国传媒大学受日本电通资助教学研究课题与分析成果。本文为中国传媒大学广告学院广告主研究所独自的分析研究结果。,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了好记星在2003~2006年通过营销手段进行品牌定位活动的成果、策略和不足。,AbstractEN:,KeyWords:70530,112357,7357,112358,EKeyWords:70592,112359,8002,112360,SubjectWords:186047,LiteratureId:915107,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:EE22FCB2-F388-457d-B4AA-718EA287AF29,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_018,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:22.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:7,ShowType:putong,LogoID:0,PdfID:915108,DownCount:5,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:“好记星 学习英语的好方法”品牌定位运动,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:“好记星 学习英语的好方法”品牌定位运动,_RowNo:20
CommonID:DIR_10915280,ID:915280,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114255,name:报告十八 山西醋业广告主品牌传播考察,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了山西醋业的代表企业水塔企业所采取的研发新产品,建立醋文化,加大广告宣传力度等一系列品牌传播活动。,AbstractEN:,KeyWords:29859,112365,34738,7357,112208,EKeyWords:37309,112366,37326,8002,112211,SubjectWords:186053,LiteratureId:915281,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:4AF08A8A-D84E-4c1a-902B-FA8FC78587BF,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_019,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:24.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:27,ShowType:putong,LogoID:0,PdfID:915282,DownCount:5,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:山西醋业广告主品牌传播考察,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:山西醋业广告主品牌传播考察,_RowNo:21
CommonID:DIR_10915328,ID:915328,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114256,name:报告十九 2006~2007广告主营销传播活动现状及问题研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006-2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学有效?,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了2006~2007中国广告主营销传播活动的现状和其中出现的一些问题。,AbstractEN:,KeyWords:112367,34738,7357,112208,EKeyWords:112368,37326,8002,112211,SubjectWords:186055,LiteratureId:915329,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:12EB9762-9735-45e0-8B09-82001604D8A4,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_020,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:25.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:10,ShowType:putong,LogoID:0,PdfID:915330,DownCount:4,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:2006~2007广告主营销传播活动现状及问题研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006-2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学有效?,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:2006~2007广告主营销传播活动现状及问题研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006-2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学有效?,_RowNo:22
CommonID:DIR_10915492,ID:915492,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114257,name:报告二十 2006~2007广告主营销传播媒体环境及广告运作研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006~2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:913925,AbstractCH:本章主要介绍了2006 ~ 2007年间中国广告主营销传播的媒体环境和广告运作方式。,AbstractEN:,KeyWords:34722,47609,112369,7357,112208,EKeyWords:37312,112370,112371,8002,112211,SubjectWords:186056,LiteratureId:915493,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:6A777873-C173-4e22-8CA6-F2ABE6C9C569,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_021,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:26.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:13,ShowType:putong,LogoID:0,PdfID:915494,DownCount:5,AuthorInfos:null,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:2006~2007广告主营销传播媒体环境及广告运作研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006~2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:2006~2007广告主营销传播媒体环境及广告运作研究报告所有未标明出处数据、案例皆来源于中国广告主协会委托中国传媒大学广告主研究所开展的研究课题《2006~2007广告主营销传播活动研究》。该研究系中国广告主协会为更好服务于广告主会员,为广告主科学,_RowNo:23
CommonID:DIR_10915688,ID:915688,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114258,name:附件Ⅰ专家访谈实录,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章是对中国传媒大学副校长、广告学博士生导师丁俊杰教教授和中国传媒大学广告学院院长、广告学博士生导师黄升民教授关于广告业的访谈实录。,AbstractEN:,KeyWords:29847,112373,112374,112375,2786,58363,EKeyWords:53124,112376,112377,112378,2787,58363,SubjectWords:186059,LiteratureId:915689,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:3C281D35-8B6B-4c1e-A660-7EADFC6BC218,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_022,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:28.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:11,ShowType:putong,LogoID:0,PdfID:915690,DownCount:4,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:专家访谈实录,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:专家访谈实录,_RowNo:24
CommonID:DIR_10915709,ID:915709,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114259,name:附件Ⅱ广告主媒体运作专业知识手册,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章主要介绍了一些针对广告主的媒体运行专业知识。,AbstractEN:,KeyWords:112385,34738,112386,2786,EKeyWords:112387,37326,112388,2787,SubjectWords:186062,LiteratureId:915710,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:3D1A128F-E008-4e56-8C7B-15E51813B864,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_023,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:28.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:6,ShowType:putong,LogoID:0,PdfID:915711,DownCount:4,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:广告主媒体运作专业知识手册,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:广告主媒体运作专业知识手册,_RowNo:25
CommonID:DIR_10915772,ID:915772,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114260,name:附件Ⅲ 媒体专有名词解释,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章主要是对媒体传播的专有名词所做的名词解释。,AbstractEN:,KeyWords:34747,112389,32359,2786,EKeyWords:34113,112390,112391,2787,SubjectWords:186063,LiteratureId:915773,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:D70DD5B5-4657-467c-A3DE-DF31584B1F25,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_024,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:29.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:21,ShowType:putong,LogoID:0,PdfID:915774,DownCount:4,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:媒体专有名词解释,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:媒体专有名词解释,_RowNo:26
CommonID:DIR_10915775,ID:915775,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:114261,name:附件Ⅳ 媒体资讯手册,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:913925,AbstractCH:本章主要介绍了中国电视媒体,广播媒体,报纸媒体,杂志媒体,户外媒体,互联网媒体的相关讯息。,AbstractEN:,KeyWords:112399,112400,2786,44812,EKeyWords:112401,112402,2787,44812,SubjectWords:186067,LiteratureId:915776,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:0001-01-01 00:00:00.0,FindDate:0001-01-01 00:00:00.0,IssueDate:2008-11-01 00:00:00.0,DocType:0,ProductSeries:null,Doi:CC8A5F1A-2DFF-44c2-8076-61DD82C8D610,InstanceID:0,MinNodeSearch:Y,XmlID:b1201311010020076_000_025,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:fanlanlan,AddTime:2014-02-08 13:54:29.0,ModifyUser:Admin,ModifyTime:2022-10-27 21:23:54.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:915777,DownCount:4,AuthorInfos:,BookPublishDate:2008-11-01 00:00:00.0,SearchTitle:媒体资讯手册,ISBN:978-7-5097-0392-2,BookTitle:2007~2008年:中国广告主营销推广趋势报告No.3,BookStatus:7,AllowDownload:Y,BookVersionNum:2008,researchorg:中国传媒大学广告学院广告主研究所,CopyRightDate:2008-10-01 00:00:00.0,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:媒体资讯手册,_RowNo:27
引文
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