Applied Advertising

Author: Fan Zhiyu
Publisher:
Publish Date: 2006-10-01
Features: The book is named "Practical Advertising Science" because it possesses the following characteristics:
Practical: The term "practical" refers to actual application, encompassing the use of advertising in all fields. It includes how to solve clients' marketing problems with the shortest time and the most precise advertising methods. The book guides readers on applying the principles of advertising.
Innovative: Advertising emphasizes innovation, and writings on advertising studies place particular importance on it. The innovation of writings means breaking away from the conventional framework of advertising studies. For example, with the rapid development of the internet, a chapter titled "Internet Stars" has been included. Additionally, as creating a brand is a key requirement for entering the international market, a chapter on "Brand Charm" has been added. Both of these are current hot topics but are often overlooked in traditional advertising studies.
Scientific: "Advertising equals art plus science" is a well-known saying in the advertising industry. Advertisers must not only understand art but also prioritize science. Science values data, using it to measure consumer behavior and evaluate effectiveness. In advertising innovation, relying on data as a basis and using it as a blueprint ensures that achieving advertising goals will be certain and successful.
Forward-looking: Traditional advertising studies focus only on the present or the past, reorganizing and compiling the wisdom and experience of advertising pioneers. To face the future, the compilation of advertising studies should be forward-looking. This book devotes significant attention to the future of media, the future of advertising design, and the future of the advertising industry. It allows you to be in the present while foreseeing the future.