Advertising Principle and Practice (Fourth Edition)/ Generation Type Series/ Higher Vocational Technical Education Marketing Professional Teaching Materials New Series (Chinese Edition)

The book follows two principles-""necessary"" and ""enough"" of vocational colleges text basic theory; meanwhile pursues innovation, refinement and elegance. ""Innovation"" is reflected in case and idea application, replacing the new case with the old case, to replace the old idea with the new idea. ""Refinement"" is reflected in threshing word by word in text, striving to refine and accurate. ""Elegance"" is reflected in higher culture connotation in new case and new idea, not highbrow, refusing pulp and vulgar advertisement design idea and guiding principle.