Advertising Classic

Author: Jacques Lunderv (France), Arnaud de Benoist (France)
Translator: Qi Yuning
France/France
Publisher:
Publish Date: 2006-12-01
Features:
★ 16K paperback, published by the China Renmin University Press
★ A classic work in the advertising and media industry, praised by Le Monde as "a truly milestone book"
★ Co-authored by business professor Jacques Lunderv and advertising master Arnaud de Benoist, compiling the experience and wisdom of 17 advertising industry experts
★ The book covers various communication tools: advertising and media, direct marketing, promotions, public relations, event communication, the Internet and interactive television; various methods for formulating communication strategies using these tools; the practical operations of advertising agencies; the development of the communication field and communication professions; the growing trend of internationalization in communication, and more
★ Suitable for both professional students and practitioners in the advertising and media industry
"This book is a comprehensive guide to advertising, a must-read for advertising students"—Le Monde
"A truly milestone book"—Libération
"This book is not only for college students or young advertisers but also a must-read for advertisers"—La Nouvelle Factory
Today, effective communication requires successfully integrating increasingly diverse communication tools. Advertising Classics offers a fresh and detailed explanation of this new concept of communication. The book is richly illustrated with case studies and firsthand accounts from professionals, making it a groundbreaking work hailed by the media as a new reference for the industry. Co-authored by an experienced educator and an advertising master, this book also compiles the experience and wisdom of 17 advertising industry experts, presenting a wealth of content to readers.
The various communication tools: advertising and media, direct marketing, promotions, public relations, event communication, the Internet and interactive television; the various methods for formulating communication strategies using these tools, establishing a strategic perspective for brand building; the practical operations of advertisers and advertising agencies, the development of the communication field and communication professions; the growing trend of internationalization in communication.
The website designed for this book, www.publicitor.fr, includes statistics, articles, exercises, best website links, and a communication dictionary, serving as a valuable supplement to the book's content. From advertising to integrated communication, Advertising Classics offers a feast for the eyes.