Advertising Principles & Practice (the 2nd Edition) (Chinese Edition)

Chapter one is about advertising principles introducing advertising with marketing, audience psychology, propagation, consuming behavior, and advertising agency, etc. Chapters two to nine are about advertising practice designed according to advertising process, emphasizing on explaining advertising investigation of its contents, procedure and methods with the formation and design of questionnaire; the goal and choice of advertising strategy, the application of main advertising medium, advertising creative, advertising effect and evaluation, etc.