Advertising Tutorial (Second Edition)

Author: Ni Ning
Publisher:
Publish Date: 2001-06-01
Features: The advertising industry in China experienced a revival and rapid development in the early 1980s. Due to its rapid growth, the development of advertising theory and the cultivation of talent lagged behind. Modern advertising theory originates from developed Western countries, and due to differences in social systems and economic culture, it is difficult to fully apply it to China. Our advertising professionals must study advertising theories suitable for China's context to adapt to the swift rise of the advertising industry and promote the healthy development of the commodity economy. Based on this, we have compiled this textbook to address the current scarcity of advertising theory books. This book is intended for students and faculty of advertising programs in journalism schools, as well as advertising practitioners and researchers. It provides a concise introduction to all aspects of advertising, including the history of advertising, advertising opportunities, advertising planning, advertising creative strategy, advertising copywriting, advertising design and production, advertising media strategy, advertising organization and management, advertising effectiveness, and advertising management. The book also includes beautiful full-color pages and numerous illustrations, making it visually engaging and highly practical.