Advertising Theory and Strategy: Longmei Advertising Book Selection

Author: (Japan) Koichi Shimizu
Publisher:
Publish Date: 2005-05-01
Features: This book places advertising within a broader field of communication studies while focusing on theoretical interpretation and advertising strategy. It particularly emphasizes advertising media and advertising effectiveness, with dedicated chapters on media characteristics, media strategy, systematic models, methods of effectiveness evaluation, and effectiveness models. This is a concise and highly practical advertising textbook, having been published in 13 editions since its first release in 1989. It is suitable as a reference for advertising communication researchers, practitioners, and as a teaching material for advertising majors in universities and colleges.