Advertising Theory and Practice

Author: Liu Jianyun
Publisher:
Publish Date: 2004-06-01
Features: The book is divided into four parts. The first part follows traditional advertising concepts and practices, providing general descriptions and introductions, roughly outlining the basic framework of advertising campaigns. The second part highlights advertising strategies in the new media environment, including e-marketing, the internet, SMS, and intelligent media. The third part addresses several controversial topics, such as the analysis of advertising potential in emerging industries, the localization of brands and advertising media, the choice between advertising and public relations, and case studies of integrated marketing communication. In the fourth part, "Appendix," tentative entries for an "Advertising Glossary" and a "New Media Glossary" are included.