Advertising Principles and Practices

Author: Zhang Qijie, edited by Zhong Liqun
Publisher:
Publishing Date: 2007-01-01
Features: Advertising Principles and Practice is one of the core courses for economic management majors in vocational colleges. The book is written based on advertising theory, from the perspective of advertisers and with the viewpoint of advertising agencies. It systematically elaborates on the principles and practices of advertising, targeting the training objectives and characteristics of vocational colleges. It covers topics such as the nature and classification of advertising, psychological analysis of advertising, advertising goals and budgets, media analysis and works appreciation, advertising creativity and expression, copywriting, advertising effectiveness evaluation, and the operation and management of advertising. The book is concise in theory, emphasizes practical teaching, and focuses on cultivating students' operational and practical skills. It can be used as a textbook for economic management majors in colleges and universities, as well as a reference book for advertising professionals.