Advertising Planning

Author: Zhang Xiang
Publisher:
Publish Date: 2005-03-01
Features: A series of teaching materials for contemporary advertising majors. This book provides a systematic and comprehensive introduction to the history and theory of advertising planning. The entire book revolves around the fundamental principles of decision-making, marketing, and advertising, as well as their logical strategies and scientific procedures. It elaborates on the systematic knowledge of advertising planning, from the basic principles and theories of advertising planning to the strategy system, from qualitative research to quantitative analysis. The book emphasizes the effective integration of theory and practice, incorporating the latest developments in contemporary advertising planning and citing numerous case studies from domestic and international research. This book can be used as a required or elective textbook for advertising majors, marketing majors, and management majors in colleges and universities, as well as adult education institutions. It can also serve as a reference for advertising professionals and participants in various training programs to systematically study advertising planning knowledge.