Advertising Operation Strategy (Boshe · Advertising Series)

Author: Liu Shaoting
Publisher:
Publish Date: 2002-07-01
Features: This is a textbook that focuses on the application level and practical aspects, emphasizing the discussion of advertising campaign strategies and methods, with strong practicality and operability. The book applies knowledge from multiple disciplines such as sociology, psychology, communication studies, marketing, and cultural studies to systematically analyze and research the intrinsic mechanisms, operational processes, and strategies of advertising campaigns. First, the book closely follows the sequential stages of advertising campaigns, covering the specific operational key points of investigation, planning, design, production, distribution, and feedback. Second, it studies advertising campaign strategies from the perspectives of advertisers, media, and audiences, based on the fundamental elements of advertising communication. Third, it not only examines the operation of commercial advertising but also analyzes the operation of public service advertising, and conducts systematic research tailored to the characteristics of major industry sectors. The book strives for innovation in its system, content, perspectives, and material selection, while emphasizing knowledge and systematicity. It can serve as a textbook or teaching reference for MBA, advertising, public relations, and marketing programs in various higher education institutions, as well as a valuable read for leaders in enterprises and public institutions and advertising professionals.