Advertising Planning and Creative

Author: Zhang Huixin
Publisher:
Publish Date: 2006-03-01
Features: Advertising Planning and Creative Strategy is an important component of the advertising discipline system and one of the currently weakest areas of research in China's advertising academia. This book consists of twelve chapters, providing detailed and well-organized discussions on the concept, significance, content structure, and operational procedures of advertising planning; as well as the analysis of advertising market elements and product existence modes. The book cites numerous vivid and illustrative examples to help readers deepen their understanding of the content presented, demonstrating strong practicality. It can serve as a teaching material for advertising majors and is also suitable for readers' study. Through a series of articles and two books, the author of this book has proposed the concepts and theories of "Life Planning" and "Human Nature Creativity." In 2005, the author and the editorial team of China Advertising explored a series of new theoretical discourses such as "From Vertical Communication to Horizontal Communication," "The Rise of Life Contact Point Media," and "Hyper-Advertising Communication," which garnered certain attention both within and outside the advertising industry. We firmly believe that true advertising theory and the construction of a proud language must be able to address practical and real-world issues. The book seems to discuss a topic that has been repeated many times, yet we do not wish to repeat it! If you read this teaching material on planning and creativity, you will discover that we have begun to attempt to explore and grasp the essential laws and discourses of these fields.