Take Mercedes-Benz's "Dream To Seek" As An Example To Talk About The Production And Dissemination Of Brand Advertisements On The Internet

Online video and its relevant communication issues have been highly important and utilized in Chinese market.Ride on over eight years practical experience for advertising and marketing industry in international integrated advertising agency,I participate in variety of video communication project,which including creative development,branded marketing,video script,layout design and digital channel planning.Therefore,this essay will discuss the branded communication approach,which takes "online video" as communication focus,by a comprehensive case study of modern integrated communication project.It conveys the utilization of online platforms in China;digital communication with integrated marketing strategy;the extension and promotion of advertising film;and the execution and production approach of microfilms.This research is trying to provide a valuable process and alternative for related participants who are involved in the industry of online video planning and production,by a real global branding practice of an online video campaign in China market.Meanwhile,this research also identifies the main questions of communication strategy and operation approach,analyze the breaking points of marketing missions,then construct a marketing model of online video production which is fitting into domestic internet platform.