Advertising Tutorial

Author: ZHANG Jin-hai
Publisher:
Publish Date: 2003-05-01
Features: The history of advertising education in China has spanned a full 20 years from its inception. According to incomplete statistics, there are currently over 140 teaching points for advertising higher education across the country. Whether Chinese advertising education is truly, as some scholars claim, "high speed, low quality" remains a subject of debate. However, at least the asynchronous development between "speed" and "quality" is undeniable. Perhaps this is an inevitable stage in the evolution of Chinese advertising education. This textbook is divided into five parts and sixteen chapters. Its primary focus is to construct a brand-new theoretical framework for advertising studies, aiming to achieve a certain degree of innovation and advancement beyond previous introductory works on advertising.
Part 1, "Advertising and Advertising Studies," addresses fundamental theoretical issues in advertising studies. The second part, "Advertising Market Operations and Advertising Industry Organizations," examines advertising market operations and related industry organizations from a fresh perspective, viewing advertising as an industry and a market behavior. The third part, "Advertising Campaign Procedures," covers topics from "Advertising Research" to "Advertising Effect Measurement." The fourth part, "Advertising and Marketing Integration," explores the integration of advertising and marketing. The fifth part, "Advertising Laws and Regulations and Advertising Management," provides a systematic interpretation of advertising laws and the management system for advertising.