Advertising Planning and Strategy (with CD-ROM)

Author: Wu Bolin
Publisher:
Publishing Time: Not available
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 key stages of advertising operations, and the essential knowledge of advertising management and operations. They will also 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 to introduce readers to the essentials of advertising planning, psychological strategies in advertising, positioning strategies, planning strategies, creative strategies, and copywriting. By studying this course, students will develop a holistic grasp of the principles and methods of advertising, understand the framework of the discipline, the operational stages of advertising, and the basics of advertising management and operations. They will also become familiar with the fundamental 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 core textbook for advertising, marketing, public relations, and advertising design majors, as well as an elective textbook or reference book for students in journalism and communication, business management, economic management, e-commerce, and art (decoration) design. It is also intended for professionals working in advertising agencies, public relations firms, cultural communication institutions, marketing planning agencies, and government publicity departments, as well as enthusiasts of advertising planning and creativity.