Network Advertising Practice

Author: Zhang Jianjun
Publisher:
Publish Date: 2002-06-01
Features: This book systematically elaborates on several topics in the practice of online advertising, including an overview of online advertising, online advertising research and planning, online advertising creativity and production, online advertising distribution and promotion, online advertising budgeting, online advertising effectiveness evaluation, online advertising supervision, management, and legal regulations. Each chapter is followed by cases and exercises. The content of this book is novel and highly practical, making it suitable as a textbook for relevant courses in colleges and universities, as well as a training and self-study resource for government agencies, enterprises, and public institutions. This book systematically elaborates on several topics in the practice of online advertising, including an overview of online advertising, online advertising research and planning, online advertising creativity and production, online advertising distribution and promotion, online advertising budgeting, online advertising effectiveness evaluation, online advertising supervision, management, and legal regulations. Each chapter is followed by cases and exercises. The content of this book is novel and highly practical, making it suitable as a textbook for relevant courses in colleges and universities, as well as a training and self-study resource for government agencies, enterprises, and public institutions.