Advertising Tutorial

Author: Ni Ning
Publisher:
Publish Date: 2004-01-01
Features: This book consists of eleven chapters, including an overview, the history of advertising, advertising opportunity analysis, advertising planning, advertising creative strategy and media strategy, advertising copywriting, advertising design and production, advertising effectiveness measurement, advertising organization and management, and advertising management. It is also a general introductory work. During the writing process, we strived to incorporate the strengths of various schools of thought, hoping to provide students in journalism and communication programs, including advertising majors, with a comprehensive understanding of advertising as a learning resource for entering the field of advertising. It is also intended to serve as a reference for advertising enthusiasts and practitioners.
China's advertising industry experienced a revival in the early 1980s and developed rapidly. However, due to its rapid growth, the development of advertising theory and the cultivation of talent did not keep pace. Modern advertising theory originated in developed Western countries and is difficult to fully apply to China due to differences in social systems and economic culture. Chinese advertising professionals must study advertising theories suitable for the national context to adapt to the rapid rise of the advertising industry and promote the healthy development of the commodity economy. Based on this, we compiled this textbook to address the current scarcity of advertising theory books.
This book is aimed at faculty and students of advertising programs in journalism schools, as well as advertising practitioners and researchers. It briefly introduces various aspects of advertising, including the history of advertising, advertising opportunities, advertising planning, advertising creative strategy, advertising copywriting, advertising design and production, advertising media strategy, advertising organization and management, advertising effectiveness, and advertising management. The book also includes beautiful full-color pages and numerous illustrations, making it visually engaging and highly practical.