Research on the Marketing Communication Activities of Advertisers in China at Current Stage
- 10.2991/icelaic-16.2017.94How to use a DOI?
- advertiser; marketing communication activity; characteristic
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.
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Gong Cheng PY - 2016/12 DA - 2016/12 TI - Research on the Marketing Communication Activities of Advertisers in China at Current Stage BT - Proceedings of the 2016 3rd International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2016) PB - Atlantis Press SP - 400 EP - 403 SN - 2352-5398 UR - https://doi.org/10.2991/icelaic-16.2017.94 DO - 10.2991/icelaic-16.2017.94 ID - Cheng2016/12 ER -