Introduction to Modern Advertising (CUFE)

Author: Chen Pei'ai
Publisher:
Publish Date: 2004-08-18
Features: This book is one of the series textbooks for advertising majors in higher education institutions. It primarily teaches the basic concepts and functions of advertising, the historical evolution and current status of advertising, advertising and marketing, advertising and mass media, advertising creativity, design, and expression, as well as advertising management. It also introduces the fundamental knowledge of advertising activities conducted by modern enterprises, as well as the new trends in theory and practice of advertising both domestically and internationally. By studying and discussing successful advertising in terms of theme planning, brand image, CIS, and brand positioning, the book helps students understand and master relevant theories and methods. Through case studies, students will gain insights into and grasp the basic principles and methods of advertising, as well as acquire the fundamental knowledge for conducting advertising operations, thereby laying a foundation for applying advertising.