Hardback
Advanced Introduction to Advertising
此高级介绍为理解和计划广告提供了简洁而彻底的指南，同时回答了这个现代主题的最前沿的关键问题：什么是广告？它在企业和组织中的作用是什么？离线 - 在线转变的含义是什么？
更多信息
Critical Acclaim
内容
更多信息
埃尔加（Elgar）的高级介绍是对社会科学，商业和法律的主要领域的刺激性和周到的介绍，由世界领先的学者专业地撰写。它们旨在可访问但严格，他们对与离散主题领域相关的实质性和政策问题进行简洁而清晰的调查。
此高级介绍为理解和计划广告提供了简洁而彻底的指南，同时回答了这个现代主题的最前沿的关键问题：什么是广告？它在企业和组织中的作用是什么？离线 - 在线转变的含义是什么？
关键功能包括：
• Theoretical analysis of how advertising works with specific research insights and practical cases
• Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice
• An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects.
This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.
此高级介绍为理解和计划广告提供了简洁而彻底的指南，同时回答了这个现代主题的最前沿的关键问题：什么是广告？它在企业和组织中的作用是什么？离线 - 在线转变的含义是什么？
关键功能包括：
• Theoretical analysis of how advertising works with specific research insights and practical cases
• Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice
• An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects.
This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.
Critical Acclaim
‘在广告高级介绍中，帕特里克·德·佩尔斯马克（Patrick de Pelsmacker）简洁地捕捉了广告学生和从业人员需要意识到的最重要的广告原则。这本书非常及时，涵盖了该领域的最新变化，包括数字革命。它在解释广告方式以及如何计划有效策略以及衡量结果的理论的能力上尤其令人印象深刻。De Pelsmacker还提供了全球视角，并广泛地研究了该领域的道德问题 - 当今这两个问题都是关键问题。最令人印象深刻的是如何有效地在相对较短的页面中传达所有这些。’
- 美国维拉诺瓦大学的查尔斯·泰勒（Charles R. Taylor），美国
‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’
– Peter C. Neijens, University of Amsterdam, the Netherlands
‘帕特里克·德·佩尔斯马克（Patrick de Pelsmacker）设法制作了一本出色的研究驱动，理论上知情但非常实用，最新和引人入胜的书籍。必须阅读所有想要了解广告在当今世界中如何运作的人。’
- 德国欧洲大学Piadrina Frankfurt（ODER）的马丁·艾森德（Martin Eisend）
- 美国维拉诺瓦大学的查尔斯·泰勒（Charles R. Taylor），美国
‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’
– Peter C. Neijens, University of Amsterdam, the Netherlands
‘帕特里克·德·佩尔斯马克（Patrick de Pelsmacker）设法制作了一本出色的研究驱动，理论上知情但非常实用，最新和引人入胜的书籍。必须阅读所有想要了解广告在当今世界中如何运作的人。’
- 德国欧洲大学Piadrina Frankfurt（ODER）的马丁·艾森德（Martin Eisend）
内容
内容：序言1.今天的广告2.广告格式3.广告的工作方式4.广告计划5.广告有效性6.广告道德指数
