Practical Tutorial on Concise Advertising

Author: Zhang Haoda
Publisher:
Publish Date: 2004-06-01
Features: Advertising has brought many conveniences to our lives, but it has also brought many frustrations. Regardless, now there are more people who enjoy advertising, those who call themselves "advertising professionals," those who want to learn how to do advertising, and more advertising majors being established in universities. Naturally, books about advertising have also increased in number. May you not be intimidated by those advertising theory books filled with technical terms and difficult to read. Without a doubt, in our still-young advertising industry, it is crucial to introduce advertising theory. There is one thing that is self-evident: with the great abundance of goods, people's demands for advertising have expanded beyond merely conveying product information to include meeting the growing spiritual needs of individuals.
"Simple and Practical Advertising Tutorial" is not a book that focuses solely on advertising theory. It is a concise introduction to the general principles of advertising, a manual that ultimately helps you gain new concepts and certain operational skills, and a textbook that allows you to engage in practical, theory-based exercises. This book provides dedicated chapters on each stage of advertising operations, such as Chapter 2: Advertising Research, Chapter 3: Advertising Planning, Chapter 4: Advertising Media, Chapter 6: Advertising Creativity, and Chapter 9: Advertising Agencies. Additionally, in Chapter 1: Advertising Overview and Chapter 10: Advertising Culture, it introduces the background knowledge and cultural characteristics of advertising. A dedicated Chapter 5 is devoted to the emerging field of online advertising as the "Fourth Medium." Chapters 7: Public Advertising and Chapter 8: Corporate Image explore some of the extended functions of advertising in the fields of public relations and corporate planning. Chapter 11: Advertising Laws and Regulations introduces the legal and regulatory constraints on advertising. In the appendix, we provide a bilingual glossary of advertising terminology (Chinese-English) and some outstanding English advertisements for the readers' enjoyment.