Introduction to Advertising

Author: Ding Junjie
Publisher:
Publish Date: 2003-08-01
Features: A series of contemporary advertising professional teaching materials. This book systematically introduces the academic background of advertising, the basic principles of modern advertising, the development and operational patterns of advertising itself, the composition, characteristics, and development laws of the advertising market, advertising operation strategies, and extensive production and management content. Based on the current state of China's advertising industry and combined with the development trends of the international advertising industry, this book comprehensively and systematically elaborates on related content in advertising. It provides readers with an open and reasonable content structure, and its practical and approachable writing style makes it less intimidating and less distant. The book pays full attention to aspects such as advertising and communication, advertising and new media, and new trends in the development of the advertising industry. It can be said to be a book with fresh insights. It can serve as both a teaching material for advertising and related disciplines and as a reference for advertising professionals to improve their professional qualities.