Media and Advertising

Author: Zhong Yiqian
Publisher:
Publish Date: 2002-01-01
Features: This book provides a systematic and profound theoretical summary of the new practices in advertising operations using media, dedicated to addressing the complex and urgent issue of how to use media more effectively to expand domestic demand through advertising and accelerate China's economic development. The book is divided into two parts. The first four chapters are the theoretical part, aiming to recognize media from the perspective of a "big media." Media, along with its audience, form an entity that is not subject to human will, while it is also largely influenced by people's perception and use of it. The last four chapters are the application part, aiming to clarify the numerous ambiguous phenomena between media application and media effects. Guided by scientific principles and employing quantitative analysis as a means, it seeks to minimize blind spots and achieve the maximum efficiency of media investment for advertisers, thereby promoting the development of China's market economy.