Advertising Planning and Strategy

Author: Wu Balin
Publisher:
Publish Date: 2006-09-01
Features: Through this course, students will gain a comprehensive understanding of the fundamental principles and methods of advertising, learn about the basic framework of the advertising discipline, the essential stages of advertising operations, and the fundamental knowledge of advertising management and operation. They will become familiar with the basic strategies and techniques of advertising planning, preparing them for future careers in advertising planning and design. The course covers eight chapters, including Introduction to Advertising Planning, Advertising Psychological Strategies, Advertising Positioning Strategies, Advertising Planning Strategies, Advertising Creative Strategies, Advertising Copywriting, Advertising Media Strategies, and Advertising Effect Evaluation.