Modern Advertising Techniques (Advertising Economics Series)

Author: Liu Shaoting
Publisher:
Publish Date: 2000-01-19
Features: This book applies the basic knowledge and principles of advertising to focus on explaining the process and operational techniques of advertising, proposing and analyzing practical issues in advertising operations. It emphasizes research on advertising practice and operational levels, while also engaging in rational thinking regarding the characteristics of modern advertising, creative models for public service advertising and opinion advertising, psychological and cultural issues in advertising operations, and new advertising operational procedures. The book demonstrates a certain degree of exploration and foresight, forming unique insights. Written in textbook format, it emphasizes the systematicity and completeness of knowledge, supplemented by updated case analyses, making it accessible and practical. It is suitable for university teachers and students, as well as advertising professionals, for learning and reference.