Advertising Media Tutorial

Author: Chen Pei'ai
Publisher:
Publish Date: 2005-07-01
Features: This book systematically introduces the characteristics of advertising media, elaborates on the basic theory and practice of advertising media planning and operation, and covers all aspects of advertising media business activities. The book consists of 17 chapters, incorporating many new achievements in media reform and operation in line with China's media system reform and development needs. It skillfully blends advertising business with media business, enhancing the systematicity and practicality of the textbook. Each chapter is accompanied by highly valuable case studies. The book has a well-structured layout, clear arguments, and fluent language, making it an excellent textbook on media studies, rarely found domestically. It is suitable for undergraduate and graduate students in relevant fields as a teaching material.