Advertising Management Techniques

Author: Zhao Jie
Publisher:
Publish Date: 2005-04-01
Features: Advertising management is the control mechanism of the advertising industry. Its purpose is to coordinate the actions of various levels of the advertising industry, achieve better advertising goals within the scope allowed by government regulations, meet consumer needs, and thereby contribute to the economic construction and superstructure of society. This book focuses more on the operational management of the advertising agency industry, while also paying close attention to the government's management of the advertising industry. The author sincerely hopes that China's self-regulatory mechanism in the advertising industry can be gradually established, improved, and developed to provide greater space and a better future for the development of the advertising industry. In terms of structure, this book introduces the basic situation of advertising agencies and the internal management of advertising companies in the first and second chapters; chapters three to eight basically follow the entire process of advertising activities and discuss their internal operational management; chapters nine to twelve focus on introducing the internal and external constraint mechanisms of the advertising industry.