Advertising Principle and Practice (Chinese Edition)

This book starts from the features and laws of higher vocational education, describes the whole process of advertising activity in details and introduces related knowledge about advertising business. The book is divided into 8 chapters, with contents mainly including advertisement overview, advertising survey and analysis, advertising planning and creativity, advertising copy, advertising production, advertising media, advertising strategy and advertising effects. In editing the book, every chapter is preceded by Knowledge Target, Ability Target and Case Introduction, and every chapter is followed by Chapter Summary, Questions and Practical Skill Training, reflecting the features of combining principle and case, theory and practice. The book can be used as the teaching material for marketing major and related majors in higher learning institutions, and as teaching material for related majors of secondary vocational schools, and also as reference book for professionals engaging in advertisement and marketing.