Advertising Creativity and Case Analysis

Author: Yao Li, Wang Li, Editors
Publisher:
Publish Date: 2004-08-01
Features: This book focuses on the theoretical research of advertising creativity and its practical guidance. The theoretical elaboration incorporates the views and propositions of some domestic and international advertising researchers and outstanding practitioners. It adheres to evaluating advertising from the perspective of marketing strategy, going beyond the mere orientation of cultural and artistic criticism.