Scope of case placement: The participating cases must be marketing communication activities (including commercial, service and public service advertising activities) implemented and placed in China from July/KLOC-0 last year to June 30 this year.
During this period, the cases involved must have achieved certain results and have quantifiable practical effects. The relevant data and information of the case may have been published before, or a small part of it has exceeded the prescribed delivery time, but most of the data must be within this range.
Award setting: In 20 13, China effie awards established "products and services" and "special awards", which were expanded to 28 categories, and the "special awards" were divided into 5 categories.
In the year of 20 13, there were 28 categories of "products and services" and 5 categories of "special categories" in effie awards, China, and at most 4 grade awards will be selected for each category, which may be vacant. On the premise of fully respecting the selection of the participating units, if the organizing committee thinks that the case is improperly submitted, we will directly contact the person in charge of the contest and suggest changing the category of the contest. China effie awards reserves the right to subdivide and merge categories so that more outstanding entries can be recognized and commended.
The same case can be submitted to different categories of products and services and special categories. It is worth noting that the content of the entry form should be adjusted according to the different attributes of the category; Products and services are parallel to special categories, and there is no order.
20 13 China effie awards (greater China) products and services:
1. Motor vehicles
Cars, trucks, motorcycles and other means of transportation. ;
2. Traffic category
Aviation, railway, bus, taxi, subway, car rental, ferry, etc. ;
3. Beauty products and services
Personal care products, such as cosmetics, perfumes, toiletries, hair gels and hair dyes; Personal care services such as hydrotherapy;
4. drinks-alcoholic drinks
Liquor, yellow wine, beer, champagne, rum, agave, vodka, red wine, pre-mixed wine, etc.
5. beverages-non-alcoholic beverages
Carbonated drinks, coffee, tea, fruit juice, milk, milk substitutes, bottled water, etc.
6. food
Packaging and freezing food, snacks, desserts and sweets;
Step 7 feed
Fast food, chain restaurants, high-end restaurants and all related services;
8. Corporate reputation and professional services
The purpose is to enhance the reputation of enterprises, not only products, but also commercial and professional services, such as consulting, accounting, legal affairs, recruitment and so on. In the form of sponsorship and image promotion;
9. Electronic products
Audio-visual products, such as televisions, radios, mobile devices, home theaters, cameras, computer hardware, notebook computers, tablet computers, audio equipment, etc. ;
10. Culture and art
Drama, stage play, museum, music organization, concert, cultural festival, etc.
1 1. Entertainment and sports
Including sports and entertainment activities, such as sports teams, special movies, books and CDs, games, entertainment applications, greeting cards, networks, radio and TV programs, etc.
12. Leisure products and services
Leisure, outdoor products and services and other products and services related to leisure and outdoor activities;
13. Fashion style category
Including clothing, glasses, shoes and bags, underwear, jewelry brands and so on.
14. Nutrition products and services
Products and services designed to help exercise and healthy living; Weight loss programs, fitness programs and equipment, etc. ;
15. Household goods and domestic service
Bedding, detergent, laundry detergent, toilet paper and domestic service.
16. Household appliances and furniture
Kitchen appliances, air conditioners, furniture, carpets, decorations, wallpaper, paintings, etc.
17. Agriculture and industry
All industrial and agricultural related products, materials, tools and services;
18. retailers
A store that provides various products or a series of products, such as department stores, supermarkets, convenience stores, discount stores, etc. ;
19. Electronic commerce
Internet providers providing various products or services;
20. Network and telecommunications products and services
Wireless and mobile communication providers, high-speed network services, online services, portals, search engines and related products and services;
2 1. Software category
Software, operating system, etc. ;
22. Media companies
Radio and television, magazines, newspapers, websites, consumer or trading media, radio stations, etc. ;
23.office &； Express products and services
Express delivery: postal express, parcel tracking, international express delivery, etc.
Office: printers, servers, fax machines, photocopiers, desks and other office supplies;
24. Real estate
Housing, real estate economy, shopping center, etc. ;
25. Financial products and services
Publicity activities aimed at improving the overall image and function of financial institutions, including the promotion of certain products and services, such as credit cards, savings cards, loans, mortgages, mutual funds, checks, etc.
26.insurance
Promoting insurance (related) products and services or promoting such financial institutions;
27. Tourism and attractions
Cruise ships, hotels, guesthouses, amusement parks, scenic spots, etc. ;
28. Governments and institutions
Government: marketing communication of municipal or provincial economic development projects, lottery tickets, public facilities and services, including political information communication.
Organization: marketing communication of special interests and trade groups;
20 13 China effie awards (greater China) special category:
1. Public welfare category
1a。 Brand public welfare category
Public welfare marketing communication activities initiated by for-profit organizations or enterprises;
1b。 Non-profit organization public welfare category
Dissemination of public welfare measures by non-profit organizations, associations or governments; Ask participants to submit quantifiable results on the target topic;
2. Media category
2a。 creative media
Creativity inspired by the media can lead a successful communication activity, and this category aims to identify cases with media insight; Participants should explain how media insight can promote the development of the whole communication; Participants must ensure that the results presented by the works can reflect the role of media insight in this effective marketing activity;
2b。 Media innovation category
The ideas and ideas commended by this category can change the way a certain media channel is used, and the entries must break the traditional media application mode, attract the audience and produce stickiness; Whether using a single execution or a series of actions, whether through one or more channels, the work must show novel and creative media applications;
2c。 Single media activation class
More and more brands cooperate with a certain media to activate communication strategies and provide multi-touch consumption experience for their target groups, thus achieving effective brand communication.
The award aims to recognize advertisers and their media partners who can effectively interact with consumers by using the resources of media companies. The cases involved in this category must explain how the media run brand strategy through a series of communication channels and establish contact with consumers through innovative ways. Every activated channel is crucial in the process of communication, and the effect of the whole case can also reflect the value of this media company.
3. Small budget category
Relying on limited budget to achieve effective communication, the strategy and implementation of marketing communication must be the leading factor for the success of communication movement; The budget for case activities in the whole city shall not exceed 6.5438+0 million yuan, the budget for case activities at the provincial level shall not exceed 2 million yuan, and the budget for case activities at the national level shall not exceed 5 million yuan; Funds and new media should also be included in the budget;
4. Long-term communication categories
Step-by-step communication activities with good ductility and long-term market effectiveness, and the marketing communication activities last for not less than two years; Communication activities must run through the same concept and be carried out in different forms; Ask participants to state the results of this year;
5. Short-lived communication class
For the short-term communication of special festivals, activities, events and hot spots, the duration of communication activities can range from one day to several weeks, and the longest can not exceed three months.