Advertising Planning and Strategy - (Includes a Free DVD) - (Includes a Free DVD)

Author: Wu Balin
Publisher:
Publish Date: 2006-09-01
Features: Through this course, students will gain a comprehensive understanding of the fundamental principles and methods of advertising, learn about the basic framework of the advertising discipline, the key stages of advertising operations, and the essential knowledge of advertising management and operation. They will become familiar with the basic strategies and techniques of advertising planning, preparing them for future careers in advertising planning and design. The book presents numerous classic advertising cases to introduce readers to the introduction of advertising planning, psychological strategies in advertising, positioning strategies, planning strategies, creative strategies, and copywriting. By studying this course, students will gain a comprehensive understanding of the fundamental principles and methods of advertising, learn about the basic framework of the advertising discipline, the key stages of advertising operations, and the essential knowledge of advertising management and operation. They will become familiar with the basic strategies and techniques of advertising planning, preparing them for future careers in advertising planning and design. This book is suitable for undergraduate and graduate students. It can be used as a foundational textbook for advertising, marketing, public relations, and advertising design majors, as well as an elective textbook or reference book for students in journalism and communication, business management, economic management, e-commerce, and art (decoration) design. It is also intended for professionals working in advertising agencies, public relations companies, cultural communication institutions, marketing planning agencies, government publicity departments, and those engaged in advertising planning, marketing communication, and promotional work. Additionally, it is suitable for enthusiasts of advertising planning and creativity.