Modern Advertising: Fudan University Press · Advertising Series

Author: He Xiuming
Publisher:
Publish Date: 2005-01-01
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 economic globalization, market economy, and the development of the new economy. This book applies advertising brand theory, planning theory, communication theory, and innovation theory to systematically elaborate the fundamental principles and operational techniques of modern advertising from three levels: From the epistemological level, it analyzes the values of advertising and its modern development trends; From the operational techniques level, it explores the creative art, planning art, copywriting art, and design art of modern advertising; From 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 unity in theoretical exploration, clarity in knowledge, realism in operations, and enlightenment in techniques. It not only provides readers with a comprehensive perspective on advertising theory but also offers them practical skills for advertising work. The book is characterized by strong practicality, novel viewpoints, rich content, clear structure, and broad applicability. It serves as a core textbook for advertising courses in related departments of universities, adult continuing education systems, and disciplines such as advertising, public relations, marketing, and hospitality. It is also suitable for business management personnel and advertising professionals as a reference.