Corporate Advertising In The Xi'an Area Metropolis "event" Performance

As the intersection of Journalism, marketing and new ideas of corporate marketing, events marketing have obtained the attention both in academic and industry world. The study of event advertising which as an important part of events marketing possessing a big value has a significance meaning in innovation of enterprise advertisement strategies and relevant advertisement theories.According to the cross-cutting features of event advertising, this paper firstly combed the theories of basic advertising, event marketing, public relations and PSAs, aiming at laid solid theories foundation of following quantitative study on the condition of identified areas of its theory and also the source of event advertising. Because of the monopoly positions in Xi'an, we choose 2008's Chinese Business View as a sample, paying attention on its relevant advertisement, emphasizing at "event" representation of enterprise Advertisement in Xi'an Metropolitan newspaper. This paper conduct a quantitative research on the advertisement of fight snowstorm, earthquake and Olympic Games in Chinese Business View 2008 from multiple dimensions, based on the common test index of newspaper advertisement and the advertisement encodes combined with characters of event advertising, so we obtained the representation of related topics of enterprise advertisement in Xi'an areas:number of ads, the main ads, advertising space, advertising composition, advertising (advertising slogan), ad color, ad appeal, and so on, and also raised interpretation of related problem. Though of these, this paper basically cleared the "event" representative of enterprise advertisement in Xi'an metropolitan newspaper. At last, in the view of enterprise advertisement in Xi'an metropolitan newspaper, we put forward some countermeasures in enterprise advertiser's social responsibility in Xi'an, the performance of event advertising, media literacy and alike.