Advertising Planning and Proposal Writing

Author: Chen Pei'ai (Editor)
Publisher:
Publish Date: 2001-05-01
Features: This book is a textbook on advertising planning, collecting over ten advertising planning case studies. It describes the operational process and methods of advertising planning both theoretically and practically. Each case study cites a significant amount of survey and analytical data, making it a valuable reference for advertising planning students at the university and college level, as well as professionals. The book is designed to explain advertising planning theory through numerous advertising case studies. It provides theoretical discussions on the workflow of advertising planning, the main content of advertising planning proposals, and the writing techniques for such proposals. Additionally, it offers 15 advertising planning case studies, providing models for planning proposals based on different products. These models must include market analysis, advertising strategies, public relations strategies, and advertising implementation, thereby specifically illustrating the operational process and methods of advertising planning. These typical cases not only enrich the teaching content but also help advertising professionals and general readers deepen their understanding of advertising planning. They offer inspirational and reference value for the creative thinking and practical activities of advertising planners. This book is a core textbook for advertising majors.