| I began my internship in Netease Xiupin, when this E-commerce platform was at its fledgling stage. During the internship, I have the opportunity to participate in "Online Advertising Communication Planning 2015".I started to search competitors’ information, conduct focus groups and telephone interviews, work out consumer insight, and develop online advertising communication planning, revising and improving again and again, along which, I deeply felt the atmosphere of freedom and strict in the Internet world. During the internship, I also witnessed Netease Xiupin’s every marketing program since its launch I collected online advertising while delivering them, and regularly concluded and thought about the program. Thanks to my graduation design, I finally structured online advertising data and made the effective assessment from the period January to April 2015.This design is "Planning and Assessment for Netease Xiupin Online Advertising, I made appropriate communications planning to achieve brand image, and to improve sales performance in 2015, through competitive review, in-depth understanding of the target consumer groups. Meanwhile, I made online advertising effectiveness assessment for Xiupin, based on AIDA four-stage model of online advertising impact assessment I also proposed optimization recommendations in the dimension of both channels and creativity for Netease Xiupin. |
