Advertising training

Author: Rao Dejiang
Publisher:
Publish Date: 2003-09-01
Features: This book is one of the "Comprehensive Quality Training Series." It begins with the preface "Advertising Accompanies You in Keeping Pace with the Times" and is divided into eight chapters, respectively elaborating on the basics of advertising art, advertising strategy, advertising tactics, advertising planning, advertising media strategy, advertising creativity, advertising expression, the application of various advertising media, and advertising in integrated marketing communication. It reflects the latest theories and rich practices of contemporary advertising art. Each chapter is followed by several thought-provoking exercises. The book is scientific, practical, and highly operational, making it an ideal reference for advertising, marketing, and business management majors in higher education institutions. It can also serve as a training textbook for advertising companies and as a self-study resource for professionals in the field.