Advertising Planning and Creative

Author: Jiang Xufeng, Du Junfei
Publisher:
Publish Date: 2006-10-01
Features: The 21st century is an era of high informatization, dominated by the information economy and the knowledge economy. The information economy and the knowledge economy have two pillars: one is the communication technology industry represented by high-tech, and the other is the media industry engaged in the production of news and information products. As a bridge that organically connects these two fields, journalism and communication will play an increasingly important role in future national construction and social development. This textbook is an outstanding advertising textbook that combines academic depth with strong practicality. It starts with the principles of advertising campaigns and focuses on the planning and creative activities of advertising. During the writing process, it draws on the writing experience of existing textbooks both domestically and internationally, and strives for innovation and advancement on this basis. The entire book combines rational cognition with emotional inspiration, presents clear and coherent arguments, and is supported by numerous cases, images, and other explanations, making it easy for learners to systematically and comprehensively grasp the content. The authors are teachers with rich operational and teaching experience. They have a clear understanding of the development of the current Chinese advertising industry and a deep insight into the overall level of Chinese advertising education and students, enabling them to achieve a profound yet accessible explanation.