中國廣告市場報告（2019 英文版）

定　價：￥79.00

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

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ISBN：	9787313265968	出版時間：	2022-08-01	包裝：	平裝
開本：	16開	頁數(shù)：		字數(shù)：

內(nèi)容簡介

　　由中國廣告協(xié)會副會長、中國廣告協(xié)會學(xué)術(shù)委員會副主任陳巖主編的《中國廣告市場報告2019》是中國廣告市場報告的系列叢書，關(guān)注中國廣告市場的變化、熱點、趨勢。本書分為上、中、下三篇。上篇以廣告業(yè)運行的宏觀環(huán)境為切入點，闡述了宏觀經(jīng)濟、廣告政策法規(guī)，并且展示了國內(nèi)外的廣告運行數(shù)據(jù)。中篇以各類媒體來劃分，從各媒體廣告的發(fā)展環(huán)境、廣告投放、消費者接觸三個維度，分析各媒體廣告的發(fā)展趨勢。下篇重點分析了廣告營銷技術(shù)、消費變化、營銷趨勢、數(shù)字營銷等市場趨勢。

作者簡介

　　陳巖中國廣告協(xié)會副會長兼學(xué)術(shù)委員會副主任。分眾傳媒首席戰(zhàn)略官、專業(yè)合伙人、分眾戰(zhàn)略研究院院長。品牌戰(zhàn)略、市場營銷及媒介傳播策略資深專家，20多年專注干品牌發(fā)展、消費者洞察、媒介洞察、市場洞察的研究。作為早的國際4A高管，曾服務(wù)過寶潔、諾基亞、麥當勞、光明等國際和國內(nèi)知名品牌，為品牌在中國市場的發(fā)展提供品牌建設(shè)和市場營銷的整體傳播思路。曾兼任分眾傳媒首席信息官，運用物聯(lián)網(wǎng)及大數(shù)據(jù)技術(shù)，成功開創(chuàng)了以電梯媒體為代表的線下媒體數(shù)字化轉(zhuǎn)型的成功模式，為客戶提供歸因分析、品效協(xié)同的全鏈路營銷策略。

圖書目錄

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