Clayton's Advertising Tutorial (15th Edition)

Author: (USA) Russell, Lane, translated by Wang Yutian et al.
Publisher:
Publish Date: 2005-08-01
Features: Kliegman is a renowned figure in the advertising and marketing industries, and his works are revered as the Bible by advertising students. For his outstanding contributions to advertising education, he was awarded the "Kliegman Cup." People say: "When facing any advertising-related issue, 'Kliegman' is the name that comes to mind first." This book places advertising within the framework of integrated marketing, supported by numerous real advertising examples and research materials. Using vivid images, engaging copy, clever creativity, and meticulous layout, it reveals the close connection between advertising and other marketing communication factors. It provides precise descriptions of each stage of advertising, allowing readers to experience the excitement, fun, and challenges inherent in the advertising industry. This book is now in its 15th edition and is a treasured reference in the advertising industry.