Advertising Planning Principles and Practice: Self-Study General (Chen Pei'ai)

Author: Chen Pei'ai
Publisher:
Publish Date: 2000-05-01
Features: To meet the needs of cultivating advertising professionals, the Central Radio & Television University and the China Advertising Association jointly organized the writing of this advertising textbook. The book mainly includes: Part 1: Principles of Advertising Planning, which covers an overview of advertising planning, the thinking methods of advertising planning, the theoretical basis of advertising planning, and advertising planning and integrated marketing communication; Part 2: Practicalities of Advertising Planning, which includes market research in advertising planning, target strategy in advertising planning, media planning, advertising planning evaluation, advertising planning effectiveness evaluation, corporate image planning, corporate brand planning, and promotional activity planning; Part 3: Writing Advertising Planning Proposals, which includes the procedures and content of writing advertising planning proposals, the implementation and evaluation of advertising planning proposals, and case studies of advertising planning proposals. The book consists of a total of fifteen chapters. Each chapter begins with a key points summary and a learning guide, and ends with a conclusion and review questions.