Modern Advertising (3rd Edition) 21st Century Marketing Series Textbooks (Includes CD-ROM)

Author: Miao Jie, Editor-in-Chief
Publisher:
Publish Date: 1994-05-19
Features: Advertising is an economic activity, and advertising issues must be studied within the context of the market. Practice has proven that attractive advertisements, even award-winning ones, do not necessarily guarantee effectiveness. Some brands in China have achieved widespread recognition, yet their product sales remain limited. Some brands have even become "meteor" brands, dazzling for a brief moment but quickly fading away. The root cause of this phenomenon is often a failure in advertising theme planning. Some problems that seem simple in theory can lead to fatal consequences if companies make such mistakes in decision-making. This applies to both domestic and international companies. The focus of the third edition revision is on providing a more detailed discussion on the determination of advertising themes. We have substantially rewritten Chapters 5 and 15 of the second edition and added a new chapter titled "The Ideology and Methods of Brand Positioning," which is placed as Chapter 6 in the third edition. The revisions to other chapters of the second edition primarily involve updating data. This revision also includes a CD-ROM to facilitate teaching in "Advertising" courses.