Television Advertising

Author: Liu Ping
Publisher:
Publish Date: 2003-11-01
Features: Advertising is an endless pearl net, with each pearl reflecting dazzling light. Advertising is a long and winding river, with every wave flowing with the songs of time. Advertising is a vast and boundless ocean, with every wavelet shining with wonder and brilliance. Advertising is the passport of an advertiser, and it is also the epitaph of an advertiser—especially in the case of television advertising. This book combines theory and practice closely, both grounded in theoretical discussions of college-level professional education and enriched with case analyses and experience summaries from industry practices. It is systematic, comprehensive, covering the main courses of advertising professional education and all aspects of advertising practice. The book is highly practical. Its positioning is primarily as a textbook, while also incorporating academic discussions and summaries of practical experience. It can serve as a professional course textbook for advertising and related disciplines, a practical training manual for advertising agencies and related organizations, and a reference for advertising management and project operations.