Advertising Campaign Planning Tutorial

Author: Zhen Xinhai
Publisher:
Publish Date: 2006-01-01
Features: This book introduces the concept of "advertising campaign" and explains the function, process, and basic content of "planning" from a comprehensive and dynamic perspective. It also integrates relevant knowledge points from other disciplines, highlighting the marginal and interdisciplinary nature of advertising. At the same time, it places advertising planning within a broader context, making it easier to understand the overall picture of advertising planning. The book is organized according to the process of advertising planning, elaborating on the production and development, theoretical basis, prelude, objectives, core, expression, communication, effectiveness evaluation, and cost of advertising campaign planning. It also includes case discussions and relevant documents, presenting both the theory and practice of advertising campaign planning in a relatively comprehensive manner.