Advertising media: Seeking the best channel to deliver advertising messages

Author: Gao Ping (Compiler)
Publisher:
Publish Date: 2005-08-01
Features: Advertising media are the channels to achieve advertising goals. This book elaborates on the theoretical essence and practical guidelines of advertising media from both academic and industry perspectives. It incorporates the latest research findings on media in the era, enhancing the analysis and evaluation of the contemporary characteristics of advertising media. It also strengthens practical strategies and operational skills in media combination, scheduling, and purchasing to help advertising students and professionals develop a "media" awareness and master the key principles of media practice. It can serve as a textbook for advertising and related majors, as well as for industry professionals.