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本刊2007年12月推出了第一品牌背后的广告女“狂人”——上海焦点广告传播有限公司董事长徐丽的个人智业经历,市场反馈强烈。不少企业主非常关注“焦点广告”作为具备营销诊断和整合传播复合优势的本土公司是如何进行定位研究,又是如何进行整合传播的。本刊编辑重点扫描了2007年焦点广告的几个特别案例,追踪研究后我们思考了这样一个问题:为什么焦点能够屡获优秀的市场营销答卷?为什么焦点能够把策略和传播衔接得如此完美?本期推出的“紫金城整合策划推广”案例就是徐丽这个广告女“狂人”导演的地产神话,用她的话说:紫金城的业绩和品牌影响力是哲学思维导演的大策略、大传播。
The magazine launched in December 2007 behind the first brand advertising women “Madman ” - Shanghai Focus Advertising Communication Co., Ltd. Chairman Xu Li personal intellectual career experience, strong market feedback. Many business owners are very concerned about “focus advertising ” as a marketing company with the advantages of integrated marketing and diagnostic communication and consolidation of local companies is how to conduct positioning research, but also how to carry out integrated communication. Our editors focused on scanning for a few special cases of 2007 Focus Advertising. After tracking the research, we thought about such a question: why the focus can be repeatedly awarded excellent marketing response? Why the focus can be tactics and communication convergence so perfect? The launch of the “Zijin City integration planning promotion ” case is Xu Li advertising Madonna “Madman ” real estate myth, in her words: Zijin City’s performance and brand influence is the philosophy of director of the big strategy, Big spread.