Advertising Theory and Planning

Author: Han Dechang
Publisher:
Publish Date: 2004-07-01
Features: Based on the theoretical research achievements of advertising experts from China and abroad, and drawing on classic success and failure cases from advertising activities worldwide, this book combines the current state of China's advertising industry. From the perspective of integrating theory and practice, it comprehensively discusses and introduces various aspects of advertising, including the definition of advertising, advertising concepts, advertising functions, advertising research, advertising psychology, advertising planning and strategy, advertising media, advertising budgeting, advertising effectiveness measurement, advertising management, and advertising regulation. The book has a complete system, rich data, clear arguments, and substantial content, making it a valuable reference for faculty and students of finance and economics institutions, corporate management personnel, advertising professionals, and individuals from all walks of life who are interested in advertising.