Advertising Strategy and Decision (Marketing Major) Northeast University of Finance and Economics Press

Author: Ji Huaqiang
Publisher:
Publish Date: 2001-03-19
Features: This book systematically elaborates and introduces the theoretical and practical issues of advertising from the perspective of "Strategy and Decision-Making," based on theories of marketing and communication. In terms of the textbook system, this book centers on the research of advertising strategy, with advertising planning and creativity as the two fundamental points to construct the theoretical framework of the course. The "center" reflects the basic positioning of the course, while the fundamental points serve as the support, being the basic means to achieve the central goals. In terms of the textbook content, this book adheres to the principle of combining theory and practice, reflecting the current level of advertising research and practice while achieving a balance between practical (operational) and theoretical (theoretical research). In terms of the textbook structure:
First, it highlights the main content, cuts out unnecessary details, and avoids extensive introductions of common knowledge, thereby avoiding the drawbacks of overly complex general textbooks.
Second, it emphasizes strategic thinking, focusing on systematicity, holism, and the interrelationships between knowledge points, with clear logic and a compact structure.
Third, it pays attention to the combination of breadth and depth, operation and theory, and the present and future.
In terms of teaching objectives, teaching methods, and quality training, it adheres to the principle of "grasping both hands firmly": one hand focuses on the "hard" analytical research, overall planning, and effectiveness evaluation required for macro strategic "planning," emphasizing logical thinking skills; the other hand focuses on the "soft" creative thinking and ability training required for micro "creativity" and design expression.