广告学说的发展(国外英文资料).docVIP

广告学说的发展(国外英文资料) The development of advertising theory Advertising is the study of the process and principles of advertising campaigns, including the evolution of the advertisement, advertising operation and the basic principle of law, the content of the management of the AD campaign. In terms of content, advertising is the fringe subject of many subjects. This chapter provides an overview of advertising theory development and positioning theory, USP theory, integrated marketing communications theory, the relationship between the 4 p and 4 c, cognitive theory, the basic principle such as consumer behavior research for advertising operation rule and the influence of the relationship. The development of the first advertising theory Advertising and its sources Over the years, academic circles popular advertising is the product of human communication with purpose and advertising is the product of commodity production and Commodity Exchange of different views. These two different statements represent different views on the origin of advertising. From the perspective of the former, advertising advances with the progress of communication tech