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Author: Fan Zhiyu
Publisher:
Publish Date: 1995-07-01
Features: This advertising textbook breaks away from conventional traditions. To ensure substance over empty theory and to emphasize practical application, it includes numerous real-life examples, written from the perspective of an advertising professional. Therefore, the book not only covers general advertising theories but also presents practical experiences that are rarely found in other advertising textbooks. It features firsthand accounts from advertising experts and insights from everyday experiments. To enrich the content, the author has spent years meticulously digesting and integrating all the materials. Now, with the sincerity of a humble contribution, the book is hastily published for the guidance of the advanced. The outline and content of this book were inspired by the "Advertising General" compiled by the Dentsu Advertising Company of Japan, with a focus on selecting the essence, innovating, simplifying the complex, and adding three chapters on advertising production and one chapter on advertising management. It covers all aspects of advertising production, including print media, broadcast media, and outdoor advertising. Thus, topics rarely discussed in general advertising textbooks, such as film production, model selection, neon advertising production, and store design, are concisely addressed. The newly added chapter on advertising management is based on the theories of Professor Roger Barton from Columbia University in the United States, combined with the practical operations of current advertising companies in Taiwan, providing a comparative study and broadening the perspective.