Advertising Planning

Author: Gao Zhihong
Publisher:
Publish Date: 1997-01-01
Features: This book aims to provide a clear framework for the theory and practice of advertising planning. The theoretical part comprehensively discusses the concept, nature, role, content, types, main strategies, operational procedures, and general methods of advertising planning. The practical part follows the actual process of advertising planning, combining examples of advertising campaigns from well-known companies to elaborate on the general methods of market analysis and product analysis for advertising planning. It also explains how to determine the appeal strategy, presentation strategy, media strategy, and budget allocation for advertising. Additionally, it provides a detailed introduction to the general format and writing methods of a standardized advertising plan.