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内容大纲
由中国广告协会副会长、中国广告协会学术委员会副主任陈岩主编的《中国广告市场报告2019》是中国广告市场报告的系列丛书，关注中国广告市场的变化、热点、趋势。
本书分为上、中、下三篇。上篇以广告业运行的宏观环境为切入点，阐述了宏观经济、广告政策法规，并且展示了国内外的广告运行数据。中篇以各类媒体来划分，从各媒体广告的发展环境、广告投放、消费者接触三个维度，分析各媒体广告的发展趋势。下篇重点分析了广告营销技术、消费变化、营销趋势、数字营销等市场趋势。 -
作者介绍
陈岩，中国广告协会副会长兼学术委员会副主任。 分众传媒首席战略官、专业合伙人、分众战略研究院院长。 品牌战略、市场营销及媒介传播策略资深专家，20多年专注于品牌发展、消费者洞察、媒介洞察、市场洞察的研究。 作为最早的国际4A高管，曾服务过宝洁、诺基亚、麦当劳、光明等国际和国内知名品牌，为品牌在中国市场的发展提供品牌建设和市场营销的整体传播思路。 曾兼任分众传媒首席信息官，运用物联网及大数据技术，成功开创了以电梯媒体为代表的线下媒体数字化转型的成功模式，为客户提供归因分析、品效协同的全链路营销策略。 -
目录
Part 1 An Overview of China's Advertising Market in 2019
Chapter 1 The Overall Environment of the Advertising Industry
1.1 The Economic Environment and Consumption
1.2 The Policy Environment
1.3 The Supervision of the Advertising Market
1.4 Summary of the Work of China Advertising Association in 2019
Chapter 2 The Status Quo of China's Advertising Industry in 2019
2.1 The Main Data on the Development of China's Advertising Industry in 2019
2.2 An Overview of China's Advertising Development in 2019
Part 2 The Advertising Development of China's Major Media in 2019
Chapter 3 Analysis of TV Advertising Development
3.1 The Environment of TV Advertising Development
3.2 The TV Advertising Expenditure
3.3 The Reach of Television
Chapter 4 Analysis of Radio Advertising Development
4.1 The Environment of Radio Advertising Development
4.2 The Radio Advertising Expenditure
4.3 The Reach of Radio
Chapter 5 Analysis of Newspaper Advertising Development
5.1 The Environment of Newspaper Advertising Development
5.2 The Newspaper Advertising Expenditure
5.3 The Reach of Newspapers
Chapter 6 Analysis of Magazine Advertising Development
6.1 The Environment of Magazine Advertising Development
6.2 The Magazine Advertising Expenditure
6.3 The Reach of Magazines
Chapter 7 Analysis of Traditional Outdoor Advertising Development
7.1 The Environment of Traditional Outdoor Advertising Development
7.2 The Traditional Outdoor Advertising Expenditure
7.3 The Reach of Traditional Outdoor Media
Chapter 8 Analysis of Digital Outdoor Advertising Development
8.1 The Environment of Digital Outdoor Advertising Development
8.2 The Digital Outdoor Advertising Expenditure
8.3 The Reach of Digital Outdoor Media
Chapter 9 Analysis of Cinema Video Advertising Development
9.1 The Environment of Cinema Video Advertising Development
9.2 The Cinema Video Advertising Expenditure
9.3 The Reach of Cinema Video
Chapter 10 Analysis of Internet Advertising Development
10.1 The Environment of Internet Advertising Development
10.2 The Internet Advertising Expenditure
10.3 Analysis of Internet Advertising Traffic
10.4 The Reach of Internet
Chapter 11 Analysis of oTr Advertising Development
11.1 The Environment of OTT Advertising Development
11.2 The OTT Advertising Expenditure
11.3 The Reach of OTT
Part 3 The Trend of China Advertising Market
Chapter 12 The Trend of Consumption
12.2 The Trend of Consumer Market
Chapter 13 The Trend of Marketing
13.1 Technology Trends in Advertising and Marketing
13.2 The Trend of Brand Communication
13.3 The Digital Marketing in Full Swing
13.4 The Upgrade of Offline Media Industry
References
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