Advertising Planning and Strategy -- With Disc

Author: Wu Bolin
Publisher:
Publish Date: 2006-09-01
Features: Through this course, students will gain a comprehensive understanding of the fundamental principles and methods of advertising, learn the basic framework of the advertising discipline, the essential stages of advertising operations, and the fundamental knowledge of advertising management and operation. They will become familiar with the basic strategies and techniques of advertising planning, preparing them for future careers in advertising planning and design. This book provides numerous classic advertising case studies, introducing readers to the introduction to advertising planning, psychological strategies in advertising, positioning strategies, planning strategies, creative strategies, and copywriting. Through this course, students will gain a comprehensive understanding of the fundamental principles and methods of advertising, learn the basic framework of the advertising discipline, the essential stages of advertising operations, and the fundamental knowledge of advertising management and operation. They will become familiar with the basic strategies and techniques of advertising planning, preparing them for future careers in advertising planning and design. This book is suitable for undergraduate and graduate students. It can be used as a foundational textbook for advertising, marketing, public relations, and advertising design disciplines, as well as an elective course textbook or reference book for disciplines such as journalism and communication, business management, economic management, e-commerce, and art (decoration) design. Professionals working in advertising planning, marketing communication, and promotional activities in advertising agencies, public relations companies, cultural communication institutions, marketing planning agencies, and government publicity departments. Enthusiasts of advertising planning and creativity.