Advertising Principles and Methods (21st Century Advertising Series)

Author: Chen Pei'ai
Publisher:
Publish Date: 2001-10-01
Features: This book starts from the principles of communication, focusing on the economic aspect, to explore advertising activities. It systematically elaborates on the basic principles, methods, and practical applications of advertising. The book is divided into seven parts.
1. Introduction. It introduces the theoretical foundation and research methods of advertising.
2. Advertising Information Source. It introduces advertising planning and advertising strategy.
3. Advertising Information. It covers advertising design, advertising copywriting, and advertising composition.
4. Advertising Media. It discusses the characteristics of advertising media and the selection of media.
5. Advertising Receiver. It explores the relationship between advertising and receivers/consumers.
6. Advertising Effect. It introduces methods for measuring advertising effectiveness, as well as the organization and management of advertising.
This book serves as a foundational textbook for advertising majors.