Advertising Planning and Management - (Second Edition) (Second Edition)

Author: Yan Xuejun
Publisher:
Publish Date: 2006-11-01
Features: This book is a research outcome of the "Reform Plan for Teaching Content and Curriculum System in Higher Education Towards the 21st Century" by the Ministry of Education. It is one of the core textbooks for marketing majors in universities towards the 21st century. This is the second revised edition of the book, based on the previous version. The main content of the book includes: Introduction, Advertising Organizations, Advertising Research, Advertising Psychology, Advertising Planning and Budgeting, Advertising Theme Planning, Advertising Creative Principles and Methods, Advertising Creative Strategies, Advertising Creation, Advertising Media and Selection, Advertising Effect Evaluation, Advertising Rules and Management, etc. The book incorporates the latest research findings in the field of advertising both domestically and internationally, emphasizes case analysis, and is characterized by systematicity, knowledge, innovation, and applicability. It is primarily suitable as a textbook for advertising courses in colleges and universities, but can also serve as a learning resource for business personnel, advertising professionals, business managers, and administrative officers in industrial and commercial departments... The 21st Century Marketing Series Textbooks have achieved good market and social benefits since their publication in 2001. However, with the passage of time, significant changes have occurred in this discipline, which has made urgent revisions to the textbooks necessary.