Advertising Tutorial (Second Edition)

Author: Li Baoyuan (Compiler)
Publisher:
Publish Date: 2004-09-01
Features: "Advertising Teaching" was compiled to meet the teaching needs of advertising as a required course for business management majors in higher education institutions. It can also serve as a reference book for other young students or individuals aspiring to pursue a career in advertising. With this book, readers can systematically and comprehensively learn and master the basic knowledge of advertising, the principles of advertising operations, and the fundamental operational skills related to advertising. The book, excluding the introduction, is divided into four parts and 12 chapters. The basic content structure is arranged as follows:
Part 1: Basic Knowledge of Advertising, including Chapters 1 and 2. This part first briefly reviews and introduces the historical context and current state of advertising development from a vertical perspective, and then summarizes the basic theoretical system of advertising from a horizontal perspective.
Part 2: Advertising Operation Framework, which first systematically elaborates on the basic operational mechanisms of advertising from the perspective of advertising agencies, and then provides a comprehensive and systematic analysis and introduction of advertising and advertising communication psychology.
Part 3: Advertising Business Operations, which further introduces the basic operational skills of advertising planning, creativity, production, and advertising effectiveness measurement from the business operation level of advertising agencies.
Part 4: Advertising Macro Environment, which discusses the regulatory and policy environment of advertising from a macro perspective, including government regulation and management, as well as issues related to the social ethical value norms of advertising.
To enhance teaching effectiveness and learning efficiency, this book closely integrates the basic theories and methods of advertising with vivid and interesting advertising examples for explanation, striving to achieve a harmonious blend of sound and image, text and illustration, and vivid presentation. In terms of content structure, the teaching content is arranged in chapters according to the internal logical relationships of advertising operations, aiming to ensure clarity, highlight key points, create a cohesive flow, and facilitate progressive learning.