Company Overview - Ziroom is an international technology company providing high-quality living services, established on October 18, 2011. It has expanded its operations to 8 countries and regions, covering over 100 cities globally [2] - The company offers a comprehensive platform for buying, selling, renting, smart home decoration, and lifestyle services, catering to both domestic and international users [2] Project Overview - The "Haiyan Plan" is Ziroom's most significant corporate social responsibility project, aimed at providing rental support to recent college graduates entering the job market. Launched in 2013, it has benefited 4.5 million graduates from thousands of universities globally, with a total deposit reduction of 1.3 billion yuan [3] Participation Details - Graduates can participate in the Haiyan Plan by submitting their information through the Ziroom app or mini-program. Successful verification grants access to exclusive rental benefits, while unsuccessful attempts provide a non-graduate rental package [4] Eligibility Criteria - The Haiyan Plan is available to recent graduates from accredited universities, including those from Hong Kong, Macau, and Taiwan, specifically targeting students graduating in 2026 [5] Benefits of the Haiyan Plan - Participants can enjoy various benefits, including no deposit for all payment methods, monthly rent payment options, and a moving discount coupon worth 200 yuan for use with Ziroom's moving services [6] - A rental voucher valued at 1,000 yuan is also provided upon successful verification [7] Campaign Timeline - The campaign will run from April to August 2026, with peak promotional activities expected in May and June [8] Target Audience - The primary audience for the campaign includes rental-seeking recent university graduates [9] Campaign Objectives - The main goals are to increase awareness of Ziroom and the Haiyan Plan, attract more recent graduates to participate, and encourage more renters to choose Ziroom [9] Budget Allocation - The execution budget for the campaign is set at 1 million yuan [10]

Core Insights - The article serves as a sequel to the history of marketing over the past 117 years, focusing on the theories of advertising masters from perspectives of communication, semiotics, and advertising [1] - It emphasizes that understanding these theories requires contextualizing them within the specific economic conditions of the time they were proposed, particularly in the United States [2][4] Group 1: Historical Context and Theoretical Development - The advertising industry has evolved significantly since Claude Hopkins entered it in 1908, with American advertising figures addressing issues like product surplus and changing consumer preferences [2] - The theories proposed by advertising masters are fundamentally methods of communication aimed at enhancing efficiency and reducing costs, ultimately to drive sales [4] - Hopkins advocated for scientific advertising, emphasizing that the primary goal of advertising is to sell products rather than to entertain or please consumers [4][5] Group 2: Key Advertising Theories - The Unique Selling Proposition (USP) introduced by Rosser Reeves focuses on having a clear and unique sales message, which is essential for effective communication and cost-efficient marketing [6][8] - David Ogilvy's concept of image advertising highlights the importance of visual symbols in product packaging to enhance communication efficiency and reduce marketing costs [10] - Jerome McCarthy's 4P theory (Product, Price, Place, Promotion) is presented as a comprehensive framework for marketing, relevant across various industries [11][13] Group 3: Evolution of Marketing Concepts - The positioning theory introduced by Trout and Ries addresses the challenges of product variety and high promotional costs, although it is critiqued for lacking theoretical rigor [15] - Integrated Marketing Communication, proposed by Don Schultz, aims to enhance two-way communication with consumers, although it is also critiqued for its ambiguity [17] - The article concludes that all these advertising methodologies fundamentally aim to lower marketing communication costs and improve the efficiency of information exchange between products and consumers [22]