Modern Advertising Planning

Author: Wei Junying
Publisher:
Publish Date: 2004-07-01
Features: This book is truly an outstanding and innovative work in terms of academic level, content structure, and textual expression. It not only focuses on traditional mass media advertising and discusses creative strategies for advertising planning but also comprehensively incorporates various marketing communication concepts, such as sales promotion, public relations, direct marketing, and integrated marketing communication, thereby constructing a brand-new framework for the discipline of advertising planning. Second, the book emphasizes the development and evolution of advertising planning concepts, systematically summarizing different planning ideas and paradigms while appropriately addressing the balance and coordination between the rational norms and operational value that advertising planning books have long faced. Third, it innovates the format of advertising planning books by combining theory—practice—cases, not only satisfying theoretical logic but also reinforcing the professional atmosphere through case studies. The complete system, rational spirit, operational guidance, and fluent narrative expression are the fundamental features of this book. It is not only suitable for students and professionals in advertising, marketing, and related fields but also offers numerous insights and benefits for management professionals and those in related areas.