Modern Advertising

Author: Liu Linqing
Publisher:
Publish Date: 2005-05-01
Features: During the revision of the third edition of this book, it aligns with the requirement that a market economy is a rule-of-law economy, strengthening the discussion on advertising supervision and management, adding relevant chapters, and revising some outdated content. This is done to make the advertising discipline system presented in the book more complete and better suited to advertising business practices and teaching requirements. The book's structure is divided into four parts: Part I is Advertising Basic Theory, consisting of Chapters 1, 2, and 3, which discuss the foundational knowledge for establishing the advertising discipline system; Part II is Advertising Marketing Theory, comprising Chapters 4, 5, and 6, which study the patterns of advertising activities from the perspectives of advertisers and advertising operators; Part III is Advertising Design and Production Theory, consisting of Chapters 7, 8, 9, and 10, which discuss the techniques of advertising expression; Part IV is Advertising Supervision and Management Theory, comprising Chapters 11, 12, and 13, which examine advertising behavior norms from the perspectives of law and administrative management, clarifying that advertising must operate within the framework of the rule of law.