Advertising Theory and Practice

Author: Lou Binglin
Publisher:
Publishing Date: 2003-04-01
Features: "Advertising Theory and Practice" is edited by Associate Professor Lou Binglin of Hunan University of Engineering and Associate Professor Liao Hongyuan of Hunan Industry and Technology College. The book is co-authored by Associate Professors Wu Zhenshun and Li Yanmei. During the writing process, "Advertising Theory and Practice" received care and assistance from the chief editor, Professor Ding Junjie, and the editorial director, Yuan Fang. We express our heartfelt gratitude. "Advertising Theory and Practice" may inevitably have omissions and shortcomings, and we sincerely invite readers to point out any errors or improvements. The book mainly introduces basic concepts of advertising, advertising research, advertising planning and creativity, advertising production, advertising media, advertising strategies, advertising effectiveness, and advertising management.