Advertising Strategy about Huawei Mate60 series

Abstract

Effective techniques must be employed when promoting new items within the framework of marketization. Optimal strategy selection necessitates a comprehensive comprehension of the industry and a distinct positioning of the product (Liao, 2010). Advertising in China dates back almost 3,000 years to the Yin and Zhou dynasties, where a man named Gerber promoted horse sales through inscriptions1. These inscriptions are considered to be the earliest form of advertising. The inaugural television advertising in China, promoting a specific type of wine, made its debut in Shanghai in 1979. The advertising was aired a total of eight times, and its impact was so evident that the wine was essentially sold out in all the prominent retailers in Shanghai within a span of two to three days. This demonstrates the significance of advertising in the strategy of promoting a product. The literature on advertising strategy is extensive, with comprehensive analysis and categorization of the key aspects of advertising strategy. Throughout the years, numerous theories have been devised in an effort to elucidate the reasons and methods behind the planning of advertising. Today, these unresolved inquiries persist. This thesis seeks to unravel the four elements of product promotion strategy through an analysis of the launch and advertising of Huawei Mate60 series products, incorporating pertinent theories and tactics. The analysis of the four dimensions is expanded in order to enhance the scientific rigor and practicality of advertising tactics. This analysis highlights the significance of advertising strategy and the function of the four dimensions in strategic communication for advertising purposes. The selection of Huawei's Mate60 line of goods as a case study was based on its notable success in promotional efforts, a strong inclination towards innovative advertising models, and its distinct utilization of the four dimensions. An in-depth analysis can elucidate the fundamental aspects of the strategy under consideration. When done correctly, it emphasizes the significance of storytelling, emotion, product power, and aesthetics as tools for evoking emotions, guiding sensory experiences, optimizing performance, and creating a certain ambiance. This research is grounded in a comprehensive analysis of existing literature and case studies. Its aim is to gain a deeper understanding of the various aspects of strategy, an crucial topic in society that requires further analytical attention.