Modern Advertising Theory and Practice

Author: Cui Xiaolin
Publisher:
Publish Date: 2001-01-01
Features: With China's entry into the WTO, all marketing will become internationalized, and advertising will not be an exception. Whether it's domestic advertising or international advertising, both will face new challenges. Especially, how to create advertising for other countries and for different cultural market environments, and to carry out appropriate and effective operations, is a concern for more and more advertising professionals. This book also delves into the "trendy" aspects of international advertising creation and operation. This book focuses on highlighting the major trends and forefront developments in the global advertising industry, incorporating the essence of achievements from Chinese and foreign advertising and marketing experts. Combined with practical experiences and case studies from companies involved in advertising and management planning, it not only elucidates the fundamental principles of modern advertising, but also reflects the latest advertising theories and practical outcomes. While maintaining academic consensus and standardized definitions, it primarily pursues innovation and breakthroughs, which are the roots of academic advancement.