Introduction to Modern Advertising

Author: Chen Pei'ai
Publisher:
Publish Date: 2004-08-01
Features: The characteristic of modern advertising lies in the word "modern." With economic development, modern advertising has emerged with different regularities and features compared to traditional advertising. This book conducts a preliminary exploration and research on the regular patterns, theories, methods, and techniques of modern advertising. The research is grounded in China's specific national conditions, discussing how Chinese advertising adapts to and promotes the development of the market economy. It also addresses the existing problems and causes in China's current advertising development process, aiming to further deepen theoretical research in this field. Our research draws heavily on advertising theories from developed countries and the experiences of world-renowned advertising masters. We believe that, as China's market economy is just beginning to take off and the advertising system is undergoing significant transformation, with agency-based advertising only starting to be implemented, advertising theoretical research has begun to shift from popularization to gradual depth. Fully leveraging these insights will enable us to advance China's advertising industry from a higher starting point.