Modern Advertising Tutorial (Zhao Aiqin)

Author: Zhao Aiqin
Publisher:
Publish Date: 2003-08-21
Features: This book is one of the "Marketing Series Textbooks." From a practical perspective, it discusses the basic concepts and theories of modern advertising and the development trends of modern advertising. It then focuses on practical applications, including an introduction to modern advertising, modern advertising communication and corporate marketing, trends and characteristics of modern advertising, advertising planning and operational models, advertising research, product strategies in modern advertising communication, appeal strategies in modern advertising communication, advertising presentation strategies, psychological strategies in advertising, media strategies in modern advertising communication, advertising effectiveness evaluation, and advertising management. At the end, it includes the "Advertising Law of the People's Republic of China." This book can be used as a textbook for economic and management majors in ordinary universities and colleges, and is also available for various professionals in the advertising industry for study and reference.