Modern Advertising

Author: Li Dongjin
Publisher:
Publish Date: 2006-01-01
Features: This book combines the latest research findings from the advertising industry both domestically and internationally, systematically elaborating on the basic principles and concepts, theories, and practices of modern advertising in an easy-to-understand language and with rich case studies. The book not only has a complete theoretical framework but also places great emphasis on the practical aspects and operations of advertising, which is beneficial for improving readers' application skills. At the same time, the author uses the materials and research findings accumulated over many years as the main thread, exploring advertising issues in China with new methods and ideas, making it highly cutting-edge. This book can be used as a textbook for economics and management majors in higher education institutions, as a reference book for postgraduate students in related fields such as marketing and advertising, and is also valuable for advertising practitioners.