Advertising Principles and Practices - (Second Edition)

Author: Zhao Xingyuan
Publisher:
Publish Date: 2006-09-01
Features: This edition has been published for over 3 years. In accordance with the spirit of the national higher vocational and technical teaching evaluation by the Ministry of Education and the relevant requirements for the construction of high-quality courses, as well as the new market demands, we have comprehensively revised this book and released the second edition. The main principles and specific content of this revision are as follows:
1. Based on the speech of Minister Zhou Ji at the "National Higher Vocational and Technical Industry-Education Integration Experience Exchange Conference," the second edition of this textbook has been determined as "Industry-Education Integrated."
2. In line with the requirements for "high-quality course" textbooks under the "Project for Improving the Quality and Reforming the Teaching of Higher Education" (hereinafter referred to as "Quality Project"), this book focuses on cultivating marketing professionals who meet the needs of marketing positions, can directly enter the workforce, and adheres to the spirit of innovation and reform. It reflects new teaching content and methods, with an emphasis on improving students' overall quality, prioritizing competence-based training, while also covering knowledge delivery, skill training, and ability development.
3. The teaching content is selected and revised in accordance with the principles of being advanced, concise, and applicable. First, the original textbook is revised based on new theories, knowledge, technologies, methods, experiences, and cases in marketing to ensure the textbook's advancement and scientificity. We have added introductory case studies at the beginning of each chapter, replaced outdated cases in the post-chapter exercises, rewritten some sections of the text, and modified, updated, and supplemented some columns such as "Small Materials," "Small Thinking," "Supplementary Reading Materials," and "Concept Application" in the original textbook. We have redesigned and rewritten the post-chapter exercises for each chapter, added "Comprehensive Cases" and "Comprehensive Training" at the end of the textbook. Second, the selection and revision of the textbook content adhere to the principle of conciseness, meaning that the content provided is only "necessary and sufficient" without needing to be fully elaborated. Finally, the selection and revision of the textbook content adhere to the principle of applicability, focusing on future use, practical value, and operability.
4. Attention is paid to addressing the "sinicization" issue of this textbook. The term "sinicization" refers to neither writing a "local Chinese textbook" nor an "overly foreign textbook," but rather consciously combining the universal principles of marketing with China's specific marketing context and new practices. It should both elaborate on the commonalities in the development of advertising industries, markets, and theories worldwide, as well as the uniqueness in the development of China's advertising industries, markets, and theories.
5. In accordance with the requirements of vocational job groups for higher vocational and technical education, the course content and teaching syllabus are adjusted to integrate the knowledge, skills, and abilities required in the vocational qualification standards into the basic teaching requirements of relevant courses, thereby providing conditions for students' "dual certification" communication.
6. Emphasis is placed on using figures, tables, and cases to explain issues, further increasing the case-based nature of the textbook. This includes combining micro-cases within sections (i.e., "Concept Application"), medium-sized cases before and after chapters, and comprehensive cases at the end of the book. Additionally, the proportion of training content has been increased, with a certain number of training exercises included at the end of each chapter.
7. To facilitate teaching, the second edition has supplemented "Appendix 1: Reference Answers and Tips for Post-Chapter Exercises," "Appendix 2: Guidance for Comprehensive Case Analysis," and "Appendix 3: Teaching Suggestions for Comprehensive Training," along with PPT teaching courseware to the main textbook. Instructors using this textbook can access or download the materials by logging onto the website of Northeastern University of Finance and Economics Press.