Advertising Theory and Practice

Author: Zhang Qin
Publisher:
Publish Date: 2006-03-01
Features: This book is one of the main course textbooks for the marketing major in higher vocational and technical colleges. The main content includes: advertising and its development history, advertising organizations, advertising psychology, advertising planning, advertising creativity, advertising media, advertising research, advertising budgeting, advertising copywriting, advertising design and production, advertising communication strategies, advertising effectiveness evaluation, advertising regulation and industry self-regulation, etc. Based on the teaching characteristics of higher vocational and technical colleges, this textbook strives to incorporate the latest research findings in the field of advertising both domestically and internationally. It emphasizes the application of theoretical analysis to case studies, increases the proportion of practical content, and aims to make the book systematic, theoretical, contemporary, as well as applicable and operational. It is primarily suitable as a textbook for advertising courses in higher vocational and technical colleges, but can also serve as a learning and reference book for business personnel, advertising professionals, and business managers.