Introduction to Modern Advertising

Author: Luo Ziming
Publisher:
Publish Date: 2005-10-01
Features: "Introduction to Modern Advertising" was awarded as a top-quality course by Beijing in 2004, and this book serves as the accompanying textbook. It discusses advertising from the perspectives of business management and marketing, capturing the essential characteristics of advertising. The book covers all aspects of modern advertising, with a complete theoretical framework and comprehensive knowledge content. It provides a detailed introduction to the business processes and operational key points of modern advertising, enabling readers to quickly grasp the essentials of the industry. The book comprehensively describes the entire scope of advertising activities, detailing the processes: from the development of domestic advertising to the evolution of international advertising; from advertising research, planning, and creative writing to advertising effectiveness studies; from the business management of advertisers and advertising operators to the management of advertising media. Readers who study this book can swiftly master the key points of advertising. It can be used as a textbook for majors such as advertising, marketing, business management, and communication studies, and is also suitable for professionals working in advertising, public relations, and marketing.