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2.1 Striving for the Synergy of Branding and Selling: The Chinese Experience
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Digital/Online Advertising
International
Abstract
This proposed special topics session will address several related issues, such as what is the best way to define and measure the synergistic effect of branding and selling? What are the driving forces for the rise of the importance of such effect? What are the best practices to achieve the objective of the synergistic effect of branding and selling in a given campaign? How can enterprises benefit from the optimization in seeking the synergy of branding and selling? What are the current and future metrics, both soft and hard, of assessing such effect on different advertising platforms? These questions will be probed by four panelists—two industry experts and two advertising scholars—all are engaged in branding and selling practice and research in China. They will share case studies, best practices, empirical findings and perspectives on future research directions in the hope that a set of research propositions and hypotheses could be developed for new field experiments.
First & Corresponding Author
Hairong Li
Authors in the order to be printed.
Li Ding, Chunlin Duan, Mingyi Gu, Peking Tan