Advertising Media Research Self-Study General

Author: Chen Junliang
Publisher:
Publish Date: 1997-01-01
Features: This book analyzes the concept and characteristics of advertising media, focusing on introducing the general indicators and operational methods of advertising media research. It also elaborates on the features of major advertising media such as television, radio, and newspapers. The book covers research indicators and operational methods, advertising media mix strategies, and the formulation of advertising media plans. This is a specialized work on advertising media research in mainland China, summarizing the author's years of experience in managing media work at multinational advertising companies.