Research Of Communication Strategy About Exhibition Advertisement Brand

With the rapid development of China's market economy, exhibition has drawn more and more attention. The paper explores the characteristics, rules and modes of brand communication in exhibition, with a view to helping enterprises adequately and creatively forge their brand image and spread their concept by means of exhibition.The paper consists of five parts. The first part is the introduction, which explains the necessity for the paper. The second part introduces the theoretical foundations for the study: theory of advertisement and brand, theory of consumer behavior, theory of communication, especially the theory of integrated communication. The third part focuses on the essence, characteristics and advantages of exhibition as well as its effect on brand communication. This part discusses the essence of exhibition - communication and analyzes the elements of exhibition. Through the study on the characteristics and advantages of exhibition, this part points out the characteristics of communication, like spotness, communication field, terminal, incident and fierce competition, on which the advantages of interaction, integration, deep involvement and focus are analyzed and the effect of exhibition on brand communication is researched. The fourth part analyzes the brand communication strategies in exhibition: integrated communication of brand connotation with focus on the brand image, creative communication with the orientation of perception and transmission, integrated communication through persuasive advertisement based on consumers' psychology, and integrated communication in interactive operation. The four strategies conform to the consumers' psychological process of cognizing, evaluating or selecting brands and collecting information on the brands. The last part is conclusion.