Research on the Marketing Communication Activities of Advertisers in China at Current Stage
Advertisers are the sponsor and investor of advertising campaigns. Advertisers investment in marketing communication directly affects the operation and income of media and advertising companies. Therefore, the changes of advertisers marketing communication activities are closely related to the development of the advertising industry. They are the leading players in the advertising market and their marketing communication activities are one of the important indicators for the overall advertising market. This paper analyses advertisers marketing communication activities in the digital media environment and summarizes the features of advertisers investment in marketing, media selection and advertising brand communication activities starting from advertisers marketing activities environment, purposed for providing reference for academic circles and industrial circles.
advertiser marketing communication activity characteristic
Gong Cheng
School of Advertising Communication University of China Beijing,China
国际会议
厦门
英文
400-403
2016-12-02（万方平台首次上网日期，不代表论文的发表时间）