Advertising Planning and Creative (Second Edition)

Author: Yu Mingyang
Publisher:
Publish Date: 2003-10-01
Features: Advertising Planning and Creative Strategy is a crucial component of the advertising discipline system and one of the currently weakest areas of research in China's advertising academia. This book serves as a new textbook for advertising majors in universities. The book is divided into two parts (Upper and Lower), with a total of thirteen chapters. It provides detailed and well-organized discussions on the characteristics, functions, principles, content, and basic procedures of advertising planning; the methods and techniques of advertising market research; product positioning and strategies; market analysis; multi-angle design of advertising strategies; selection of advertising media channels; advertising expression and implementation; the general characteristics and techniques of advertising creativity; the principles and methods of creative writing, graphic advertising, radio advertising, and television advertising; as well as the evaluation of advertising effectiveness. The book cites numerous vivid and illustrative examples to help readers deepen their understanding of the content presented, making it highly practical.