Advertising Principles and Practice

Author: Shang Xuguang
Publisher:
Publish Date: 2005-08-01
Features: This book consists of 8 chapters, primarily divided into two parts: Advertising Principles and Advertising Practice. Chapter 1 focuses on Advertising Principles. Based on the principles of sufficiency and necessity, it starts with the basic concepts and elements of advertising, mainly elaborating on three aspects: the role of advertising in marketing, the influence of modern marketing concepts on advertising, and the characteristics of advertising communication, consumer psychology, and advertising influence models. Chapters 2 to 8 cover Advertising Practice. They follow the advertising planning process, emphasizing practical training, and focus on explaining the content and methods of advertising research, the determination of advertising objectives, the selection of strategies, media analysis, budget preparation, advertising creativity, copywriting, and proposal writing, as well as the evaluation of advertising effectiveness. The aim is to guide students in designing questionnaires, conducting advertising product and media surveys, analyzing market opportunities and obstacles for advertising products, formulating objectives, strategies, and media plans, carrying out advertising creativity and copywriting, and completing advertising proposal preparation. The appendix includes the AE manual of the Japanese Dentsu Company and the Advertising Law. This book is designed for students of marketing majors in vocational and technical colleges and can also serve as a professional training textbook for advertising, public relations, and marketing practitioners.