Ad Case Tutorial - (Second Edition)

Author: He Jiaxun
Publisher:
Publish Date: 2006-09-01
Features: This book focuses on the practical and theoretical aspects of how advertising creates brand assets. Drawing on years of professional research experience and insights into the evolution of the Chinese market, the author proposes a new perspective on the role of advertising today and constructs a new teaching system and knowledge framework. The book uses 35 classic and recent outstanding case studies as its main content, supplemented by 33 core professional theories and operational procedures from renowned multinational advertising companies as background knowledge. It systematically elaborates on the relationship between advertising and brand assets, the relationship between marketing strategy and communication, and the relationship between advertising tactics and communication tools. Specific topics include brand assets, brand communication, marketing strategy, integrated marketing communication, advertising strategy and creativity, media strategy, and more. The book is divided into three parts, with a total of 10 chapters. It is well-organized, easy to understand, and highly practical. It is suitable as a textbook or teaching reference for relevant majors and courses in universities, adult colleges, and other educational institutions. It can also serve as training material or supplementary resources for advertising agencies and consulting/training institutions. Additionally, it is suitable for marketing and advertising professionals as well as general readers for self-study.