Modern Advertising. 6th Edition

Author: He Xiuming
Publisher:
Publish Date: 2005-01-01
Features: Modern advertising is a leading industry in the market economy and a pioneering industry in the new economy. It plays a significant driving role in the construction of economic globalization, market economy, and the new economy. This book employs advertising brand theory, planning theory, communication theory, and innovation theory to systematically elaborate on the fundamental principles and operational techniques of modern advertising from three levels: It analyzes the values of advertising and its modern development trends from the epistemological level; explores the creative art, planning art, copywriting art, and design art of modern advertising from the operational techniques level; and examines the psychological strategies, publicity strategies, promotional strategies, cultural strategies, and management strategies of modern advertising from the strategic planning level. The book aims to achieve a balance between theoretical exploration, clear knowledge, realistic operations, and enlightening techniques. It provides readers with a comprehensive perspective on advertising theory and practical skills that can be referenced in advertising work. The book is characterized by strong practicality, novel viewpoints, rich content, clear structure, and broad applicability. It serves as a core textbook for advertising courses in related departments of universities, adult continuing education systems, and for majors such as advertising, public relations, marketing, and hotel management. It is also suitable for business management personnel and advertising professionals as a reference.