Advertising Introduction

Author: Zhang Jianhua
Publisher:
Publish Date: 2004-08-01
Features: This book is characterized by its clear and comprehensive explanations, well-structured content, novelty, adaptability, broad applicability, and strong practicality. It emphasizes the integration of theory and practice, striving for an organic unity between theoretical research and practical operations. The book can serve as a textbook for advertising studies in colleges and universities, as well as a reference for professionals in the advertising industry. It is primarily composed of three parts: Advertising Principles, Advertising Practice, and Advertising Management.
The Advertising Principles section systematically analyzes fundamental theories of advertising, including the connotation of advertising, its origins, development, types, elements, media, characteristics, functions, and roles. The Advertising Practice section focuses on explaining the techniques and key points of advertising operations such as advertising research, creative design, copywriting, advertising design, production, and budgeting. The Advertising Management section highlights key topics like advertising management, advertising effectiveness, and self-regulation in advertising.