Advertising Planning

Author: Ji Huaqiang, Editor-in-Chief
Publisher:
Publish Date: 2006-03-09
Features: This book is a national-level planning teaching material for the "Tenth Five-Year Plan" of general higher education. Based on the theories of marketing and communication, it systematically elaborates on the theoretical and practical issues of advertising planning. The entire book is structured around the formation of the direct product of advertising planning activities—“Advertising Planning Proposal,” with the formulation of “Advertising Strategy” at its core. In terms of content selection, it combines practicality (operational) with theoretical depth. In terms of textbook structure, it emphasizes the main body, cuts unnecessary details, and avoids extensive introductions of common knowledge. It also highlights strategic thinking, focusing on systematicity, holism, and the interrelationships between key points, ensuring a clear and compact structure. In terms of training planning skills, this textbook emphasizes the cultivation of three key abilities: 1) logical thinking skills required for macro-strategic planning, such as analysis, research, overall planning, and performance evaluation; 2) creative thinking and execution skills for micro-level tasks like “creativity,” “design,” and “expression”; and 3) the cultivation of integrated strategic thinking skills to adapt to the development trends of advertising in the 21st century. This book can serve as a textbook for advertising majors, as well as for related fields such as journalism and communication, marketing, and can also be used by a broad range of advertising professionals.