Advertising Principles and Practice

Author: Zhao Xingyuan
Publisher:
Publish Date: 2002-08-01
Features: Planned and compiled by the China Market Research Association of Higher Education. This book takes launching a comprehensive advertising campaign as its main thread, systematically introducing all levels of advertising decision-making. While ensuring the basic theory is "essential" and "sufficient," it focuses on direct work outcomes, aiming to cultivate students' professional sense and work skills in advertising planning.
The book first clearly describes the characteristics of advertising from three main levels: economics, communication, and marketing. Then, starting from the three basic elements of strategy, tactics, and budget, it comprehensively introduces all the decision-making aspects required for launching an advertising campaign. The book not only emphasizes the core aspects of advertising decision-making—information decision-making and media decision-making—but also demonstrates the written expression of advertising decision-making results through copywriting. Additionally, it provides evaluation techniques and methods for the implementation effectiveness of advertising campaigns.
Finally, it introduces the mutual influence and interaction between advertising and society from the perspectives of law and ethics in advertising decision-making and implementation, helping students correctly understand the social impact of advertising while systematically mastering the principles and practical methods of advertising decision-making.