中國(guó)廣告市場(chǎng)報(bào)告（2019 英文版）

定　價(jià)：￥79.00

作　者：	陳巖
出版社：	上海交通大學(xué)出版社
叢編項(xiàng)：
標(biāo)　簽：	暫缺

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ISBN：	9787313265968	出版時(shí)間：	2022-08-01	包裝：	平裝
開(kāi)本：	16開(kāi)	頁(yè)數(shù)：		字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　由中國(guó)廣告協(xié)會(huì)副會(huì)長(zhǎng)、中國(guó)廣告協(xié)會(huì)學(xué)術(shù)委員會(huì)副主任陳巖主編的《中國(guó)廣告市場(chǎng)報(bào)告2019》是中國(guó)廣告市場(chǎng)報(bào)告的系列叢書(shū)，關(guān)注中國(guó)廣告市場(chǎng)的變化、熱點(diǎn)、趨勢(shì)。本書(shū)分為上、中、下三篇。上篇以廣告業(yè)運(yùn)行的宏觀環(huán)境為切入點(diǎn)，闡述了宏觀經(jīng)濟(jì)、廣告政策法規(guī)，并且展示了國(guó)內(nèi)外的廣告運(yùn)行數(shù)據(jù)。中篇以各類(lèi)媒體來(lái)劃分，從各媒體廣告的發(fā)展環(huán)境、廣告投放、消費(fèi)者接觸三個(gè)維度，分析各媒體廣告的發(fā)展趨勢(shì)。下篇重點(diǎn)分析了廣告營(yíng)銷(xiāo)技術(shù)、消費(fèi)變化、營(yíng)銷(xiāo)趨勢(shì)、數(shù)字營(yíng)銷(xiāo)等市場(chǎng)趨勢(shì)。

作者簡(jiǎn)介

　　陳巖中國(guó)廣告協(xié)會(huì)副會(huì)長(zhǎng)兼學(xué)術(shù)委員會(huì)副主任。分眾傳媒首席戰(zhàn)略官、專(zhuān)業(yè)合伙人、分眾戰(zhàn)略研究院院長(zhǎng)。品牌戰(zhàn)略、市場(chǎng)營(yíng)銷(xiāo)及媒介傳播策略資深專(zhuān)家，20多年專(zhuān)注干品牌發(fā)展、消費(fèi)者洞察、媒介洞察、市場(chǎng)洞察的研究。作為早的國(guó)際4A高管，曾服務(wù)過(guò)寶潔、諾基亞、麥當(dāng)勞、光明等國(guó)際和國(guó)內(nèi)知名品牌，為品牌在中國(guó)市場(chǎng)的發(fā)展提供品牌建設(shè)和市場(chǎng)營(yíng)銷(xiāo)的整體傳播思路。曾兼任分眾傳媒首席信息官，運(yùn)用物聯(lián)網(wǎng)及大數(shù)據(jù)技術(shù)，成功開(kāi)創(chuàng)了以電梯媒體為代表的線(xiàn)下媒體數(shù)字化轉(zhuǎn)型的成功模式，為客戶(hù)提供歸因分析、品效協(xié)同的全鏈路營(yíng)銷(xiāo)策略。

圖書(shū)目錄

1.1The Economic Environment and Consumption00
1.2The Policy Environment 00
1.3The Supervision of the Advertising Market00
1.4Summary of the Work of China Advertising Association in
20190
Chapter 2The Status Quo of Chinas Advertising Industry in 20190
2.1The Main Data on the Development of Chinas Advertising
Industry in 20190
2.2An Overview of Chinas Advertising Development in 20190
Part 2The Advertising Development of Chinas Major Media in 2019
Chapter 3Analysis of TV Advertising Development 0
3.1The Environment of TV Advertising Development 0
3.2The TV Advertising Expenditure 0
3.3The Reach of Television 0
Chapter 4Analysis of Radio Advertising Development 0
4.1The Environment of Radio Advertising Development 0
4.2The Radio Advertising Expenditure 0
4.3The Reach of Radio 0
Chapter 5Analysis of Newspaper Advertising Development 0
5.1The Environment of Newspaper Advertising Development 0
5.2The Newspaper Advertising Expenditure 0
5.3The Reach of Newspapers0
Chapter 6Analysis of Magazine Advertising Development 0
6.1The Environment of Magazine Advertising Development 0
6.2The Magazine Advertising Expenditure 0
6.3The Reach of Magazines 0
Chapter 7Analysis of Traditional Outdoor Advertising Development 0
7.1The Environment of Traditional Outdoor Advertising
Development0
7.2The Traditional Outdoor Advertising Expenditure 0
7.3The Reach of Traditional Outdoor Media 0
Chapter 8Analysis of Digital Outdoor Advertising Development 0
8.1The Environment of Digital Outdoor Advertising
Development 0
8.2The Digital Outdoor Advertising Expenditure 0
8.3The Reach of Digital Outdoor Media
Chapter 9Analysis of Cinema Video Advertising Development
9.1The Environment of Cinema Video Advertising Development
9.2The Cinema Video Advertising Expenditure
9.3The Reach of Cinema Video
Chapter 10Analysis of Internet Advertising Development
10.1The Environment of Internet Advertising Development
10.2The Internet Advertising Expenditure
10.3Analysis of Internet Advertising Traffic
10.4The Reach of Internet
Chapter 11Analysis of OTT Advertising Development
11.1The Environment of OTT Advertising Development
11.2The OTT Advertising Expenditure
11.3The Reach of OTT
Part 3The Trend of China Advertising Market
Chapter 12The Trend of Consumption
12.1The Changes of Consumers
12.2The Trend of Consumer Market
Chapter 13The Trend of Marketing
13.1Technology Trends in Advertising and Marketing
13.2The Trend of Brand Communication
13.3The Digital Marketing in Full Swing
13.4The Upgrade of Offline Media Industry