Modern Advertising (21st Century Marketing Series Textbooks)

Author: Miao Jie
Publisher:
Publish Date: 1994-05-19
Features: Based on a systematic introduction to the basic knowledge of modern advertising, this textbook focuses on summarizing the stages of theoretical and practical development of advertising both domestically and internationally, as well as the latest trends. It also highlights research on advertising-related market operation issues. The book systematically studies and explores theories, knowledge, and methods related to advertising in areas such as theme planning, brand image, CIS, and brand positioning. Through the study of successful and unsuccessful cases both domestically and internationally, it emphasizes how to scientifically plan corporate advertising and brand image from a market perspective. The book examines the basic characteristics of successful advertising performance and, based on this, introduces the fundamental theories, knowledge, and techniques of advertising art and creativity. It provides a systematic introduction to the basic knowledge of evaluating various media and explores the characteristics, current status, and development of online advertising.
The second edition of Modern Advertising updates the original material, further elaborates on, argues, and refines certain viewpoints. It includes discussions on how the effectiveness of advertising is achieved, introduces knowledge about internet advertising and explores some of its issues, and adds an analysis of the relationship between corporate image and advertising. Additionally, it features a special appendix of advertising terms, which includes important concepts from the book and explanations of frequently used advertising terms that were not discussed but are commonly used, aiming to facilitate self-study and quick reference.