On Creative Design and Marketing Communication in TV Advertising

DOI

10.2991/aebmr.k.200306.063How to use a DOI?

Keywords

creative design, marketing communication method, TV advertising

Abstract

TV advertisement is one of the mainstream media for enterprises to publicize products and establish their brands. In recent years, with the continuous emergence of various new media, the market share and market investment of TV advertising are challenged. In this paper, case study as the main research method, the purpose of the study is to improve the effect of television advertising and optimize the advertising management strategy of enterprises. Through case analysis, this paper puts forward the following specific advertising ideas and market strategies: Focusing on the small part to reflect the big theme, invisibly communicating of brand value of enterprises, finding TV programs with matching titles and focusing on market segmentation with the target groups.

Copyright

© 2020, 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/).

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TY  - CONF
AU  - Liu Luxing
AU  - Ji Xiaorui
PY  - 2020
DA  - 2020/03/11
TI  - On Creative Design and Marketing Communication in TV Advertising
BT  - Proceedings of the 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020)
PB  - Atlantis Press
SP  - 353
EP  - 357
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200306.063
DO  - 10.2991/aebmr.k.200306.063
ID  - Luxing2020
ER  -