Advertising Introduction

Author: Chen Pei'ai
Publisher:
Publish Date: 2005-01-01
Features: This book is a national-level planning teaching material for the "Tenth Five-Year Plan" of general higher education. It is divided into four parts. The first part, "General Theory," discusses the concept of advertising, its historical development, its relationship with related disciplines, and its status and role in modern society, aiming to provide a clear understanding of advertising as a whole. The second part, "Advertising Principles and Operational Patterns," takes the principles of communication as the main thread, summarizing and outlining the recent developments in advertising theory and elaborating on the general procedures and basic laws of advertising operations. The third part, "Advertising Subjects and Objects," still follows the five elements of information communication in communication theory, proposing five issues: advertising subjects, advertising information, advertising media, advertising objects, and advertising effects, plus advertising management, striving to comprehensively and scientifically reflect the entire process of advertising activities and its unique laws. The fourth part, "International Advertising," covers international knowledge and rules of advertising operations. The above four major parts form the scientific framework of "Introduction to Advertising," aiming to reflect a scientific system, complete structure, clear logic, broad inclusiveness, prominent characteristics, ease of learning and understanding, and differentiation from other advertising-related courses.
This book can serve as a textbook for advertising majors and also as a reference book for advertising professionals to learn the principles of advertising.
This book discusses the concept of advertising, its historical development, its relationship with related disciplines, and its status and role in modern society, aiming to provide a clear understanding of advertising as a whole. Taking the principles of communication as the main thread, it summarizes and outlines the recent developments in advertising theory and elaborates on the general procedures and basic laws of advertising operations.