Advertising Principles and Methods

Author: Chen Pei'ai
Publisher:
Publish Date: 2001-10-01
Features: This book starts from the principles of communication, with a focus on economics, to explore advertising activities. It systematically elaborates on the fundamental principles, methods, and practical applications of advertising. The book is divided into seven parts.
Part 1: Introduction. It introduces the theoretical foundation and research methods of advertising.
Part 2: Advertising Information Source. It covers advertising planning and advertising strategy.
Part 3: Advertising Information. It discusses advertising design, advertising copywriting, and advertising composition.
Part 4: Advertising Media. It explains the characteristics of advertising media and the selection of media.
Part 5: Advertising Receiver. It explores the relationship between advertising and receivers/consumers.
Part 6: Advertising Effect. It introduces methods for measuring advertising effectiveness, as well as the organization and management of advertising.
This book serves as a foundational textbook for advertising majors.