Introduction to Advertising (Zhang Jinhai)

Author: ZHANG Jin-hai
Publisher:
Publishing Date: 2001-06-01
Features: This book is a textbook for the Advertising major course within the Central Radio & TV University's talent cultivation model reform and open education pilot project, established by the Ministry of Education's Modern Distance Education Engineering. The book covers twelve chapters, including: The Origin and Development of Advertising, Advertising Market and Advertising Environment, Advertising Research, Advertising Planning, Advertising Creativity and Expression, Advertising Media, Advertising Effect and Advertising Budget, Advertising Audience, Advertising Organizations, and Advertising Operations and Management. Each chapter begins with key points and teaching objectives, and ends with summaries, suggested reference materials, and discussion questions.