Advertising Principles and Practice (Chinese Edition)

This book introduces advertising principles and practice which aims to help students master the advertising principles and improve skills of advertising practices. This book not only demonstrates how to improve and achieve current theories such as advertising practice, but also tries to state advertising theories in a clear and accurate way. Therefore, compared with other editions, this book adds more interactive ads in theoretical field, illustrates the methods of writing advertising contexts, design and production, discusses impacts of economic downturn and global events on ads, all of which help students to learn advertising principles and skills well. Practically, this book provides the latest examples to discuss effective strategies, how to occupy the childrens market and how to make excellent advertising propaganda. The part of Story Within tells about the challenges faced by advertising practice; the part of Practical Skills proposes useful advices about the learning courses and internship period;the proposed curriculum projects of each chapter and new proposed Internet courses teach the students how to work in team and how to use the Internet as research and creation tool as a advertiser; at the end of each chapter, students have an opportunity to become the desicion-maker by means of analysing practical advertising cases. The book is a practical and rare advertising materials which suitable for undergraduates of advertising and management.