Advertising Principles and Practices (Second Edition)

Author: Zhao Xingyuan, Jin Liqi, Liu Hong
Publisher:
Publish Date: 2006-09-01
Features: This edition has been published for over 3 years. In accordance with the spirit of the national higher vocational and technical teaching evaluation by the Ministry of Education and the relevant requirements for the construction of high-quality courses, as well as the new market demands, we have comprehensively revised this book and released the second edition. The main principles and specific content of this revision are as follows:
1. Based on the speech of Minister Zhou Ji at the "National Higher Vocational and Technical Industry-Education Integration Experience Exchange Conference," the second edition of this textbook has been determined as the "Industry-Education Integration Model."
2. In line with the requirements for "high-quality course" textbooks under the "Project for Improving the Quality and Reforming the Teaching System in Higher Education" (hereinafter referred to as "Quality Project"), this book focuses on cultivating marketing professionals who meet the needs of marketing positions, can directly enter the workforce, and adheres to the spirit of innovation and reform. It reflects new teaching content and methods, with the goal of improving students' overall quality, emphasizing ability-based training while integrating knowledge delivery, skill training, and ability development.
3. The selection of teaching content adheres to the principles of being advanced, concise, and applicable. First, the original textbook has been revised based on new theories, knowledge, technologies, methods, experiences, and cases in marketing to ensure the textbook's modernity and scientificity. We have added introductory case studies at the beginning of each chapter, replaced outdated cases in the chapter review exercises, rewritten some sections of the text, and revised, updated, and supplemented some sections such as "Small Materials," "Small Thinking," "Supplementary Reading Materials," and "Concept Application." We have redesigned and rewritten the review exercises for each chapter, added "Comprehensive Cases" and "Comprehensive Training" at the end of the textbook. Second, the selection and revision of the textbook content adhere to the principle of conciseness, meaning that only "necessary and sufficient" content is provided without extensive elaboration. Finally, the selection and revision of the textbook content adhere to the principle of applicability, focusing on future use, practical value, and operability.
4. Attention should be paid to solving the "Sinicization" issue of this textbook. "Sinicization" refers to avoiding the creation of either overly localized "Chinese rural textbooks" or overly foreign "foreign textbooks," but rather consciously combining the universal principles of marketing with China's specific marketing context and latest practices. It should both elaborate on the commonalities in the development of advertising industries, markets, and theories worldwide and highlight the uniqueness of China's advertising industry, market, and theory development.
5. In accordance with the requirements of vocational job groups, the course content and teaching syllabus for higher vocational and technical education should be adjusted, integrating the knowledge, skills, and abilities required in the vocational qualification standards into the basic teaching requirements of relevant courses, thereby providing conditions for students' "dual certification" (academic and vocational).
6. Emphasis should be placed on using diagrams, tables, and case studies to explain issues, further increasing the case-based nature of the textbook. This includes combining micro-cases within sections (i.e., "Concept Application"), medium-sized cases before and after chapters, and comprehensive cases at the end of the book. Additionally, the proportion of training content has been increased, with a certain number of training exercises included at the end of each chapter.
7. To facilitate teaching, the second edition has supplemented "Appendix 1: Reference Answers and Tips for Chapter Review Exercises," "Appendix 2: Guidance for Comprehensive Case Analysis," and "Appendix 3: Teaching Suggestions for Comprehensive Training," along with PPT teaching courseware to the main textbook. Instructors using this textbook can access or download the materials by logging onto the website of Northeastern University of Finance and Economics Press.