Modern Advertising General Theory (2nd Edition)

Author: Ding Junjie, Kang Jin
Publisher:
Publish Date: 2007-01-01
Features: This book is a revision based on "General Theory of Modern Advertising." It starts with theoretical (Note: "" is retained as instructed), and after substantial additions and modifications to the original book, it comprehensively and elaborately re-examines the origin, theory, and application of advertising. The publication of this textbook marks a good beginning and a (Note: "" is retained as instructed) of the authors' enhanced research and academic efforts. The book covers numerous fields in advertising studies: basic theories of advertising, brand research, media research, advertising effectiveness research, advertising history research, advertiser research, advertising art and design research, and more. Open this book, and we will share the knowledge of advertising with you. You will learn the meaning and essence of advertising, understand its role and history, gain a comprehensive view of advertisers, media, and advertising agencies, and master the operational principles of advertising.