Modern Advertising (4th Edition)

Author: He Xiuliang (editor)
Publisher:
Publish Date: 2002-06-01
Features: Modern advertising is a leading industry in the market economy and a pioneering industry in the new economy. It plays a significant role in driving the development of economic globalization, market economy, and the new economy. This book applies advertising brand theory, planning theory, communication theory, and innovation theory to systematically elaborate the basic principles and operational techniques of modern advertising from three levels: At the epistemological level, it analyzes the values of advertising and its modern development trends; at the operational skills level, it explores the creative art, planning art, copywriting art, and design art of modern advertising; at the strategic planning level, it examines the psychological strategies, publicity strategies, promotional strategies, cultural strategies, and management strategies of modern advertising. The entire book strives to achieve a unified combination of theoretical exploration, clear knowledge, practical operations, and enlightening techniques. It not only provides readers with a comprehensive perspective on advertising theory but also offers them adaptable skills for advertising work. With strong practicality, novel viewpoints, rich content, clear structure, and broad applicability, it serves as a core textbook for advertising courses in related departments of higher education institutions, adult continuing education systems, as well as for advertising, public relations, marketing, and hotel management majors. It is also suitable for business management personnel and advertising professionals to read and reference.