Modern Advertising General Theory: A Re-examination of Advertising Operational Principles

Author: Ding Junjie
Publisher:
Publish Date: 1997-07-01
Features: This book systematically introduces the academic background of advertising, the concept of modern advertising, the interaction between modern advertising and the external environment, the development patterns of advertising itself, the composition and characteristics of the advertising market and its development patterns, the communication patterns of advertising, and the strategies of advertising campaigns. It aims to help readers develop a correct understanding of advertising.