Modern Advertising Planning and Decision Analysis

Author: Wang Hui
Publisher:
Publish Date: 2005-05-01
Features: This book conducts research on advertising activities from the perspective of planning and decision analysis. First, the author argues that advertising planning should be understood within the broader context of advertising operations, which is also the focus of the chapter. Second, advertising planning should be based on the specific circumstances of both the subject and of the advertising activity. Correspondingly, Chapters 2 and 3 explore the relationship between consumer behavior patterns and corporate marketing strategies and advertising planning. Building on this foundation, Chapter 4 discusses advertising strategic decision-making. Advertising research is a key guarantee of the quality of advertising planning and is the focus of Chapter 5. Chapters 6 and 7 further study the creative combinations of various advertising information elements, both of which fall within the realm of advertising works. Chapter 8 is on advertising media planning and decision-making, focusing on the dissemination of advertising works. Chapter 9, on advertising effectiveness measurement and evaluation, serves as a test of the effectiveness of advertising activities. In the final chapter, the author examines advertising as a socioeconomic phenomenon from a macro perspective. As a research-oriented treatise, this book studies the theoretical foundations and operational methods of modern advertising planning and decision-making. In the process of discussion, general consensus-based foundational knowledge is relatively brief or not emphasized, with more focus on the author's learning and research insights. The book conducts an in-depth and detailed study of modern advertising planning and decision-making. The main contents include: an overview of advertising planning, advertising planning and consumer behavior patterns, advertising planning and corporate marketing strategies, advertising strategic decision-making, advertising research decision-making, advertising information planning, advertising creative planning, advertising media planning and decision-making, advertising effectiveness measurement and evaluation, and an analysis of the economic and social relationships in the advertising field. Based on summarizing research achievements in the advertising field, this book follows the logical sequence of advertising operations and presents unique ways of thinking from the perspective of the advertising subject.