Advertising General Theory

Author: Wang Tao
Publisher:
Publish Date: 2004-08-01
Features: This book is based on modern marketing theory and communication theory, providing a comprehensive and systematic elaboration on the attributes, scope, and fundamental theories, strategies, processes, and techniques of advertising campaigns. It includes topics such as advertising and advertising studies, the socio-economic role and regulation of advertising, advertising strategies in integrated marketing communication, communication theory and advertising psychology, advertising information strategy, advertising media strategy, advertising execution and evaluation, as well as advertising organization and management. It nearly covers all areas of advertising research. The book emphasizes the absorption of the latest advertising theories and methods from both domestic and international sources, drawing on the strengths of various schools while also presenting original insights to form a cohesive system. While focusing on the explanation of fundamental theories and concepts, it also emphasizes the practical operation of advertising management. The content is rich, the data is detailed, the case studies are vivid, and the combination of theory and practice is close, making it highly practical and operational. It is an excellent reference for students majoring in marketing, advertising professionals, and those who are passionate about advertising.