广告专业英语 中英沟通实战技巧PDF电子书下载

Chapter1 Introduction to Advertising 1

Chapter2 Agency Structure 11

Chapter3 Brainstorming 21

Chapter4 Situation Analysis Research 31

Chapter5 IMCs:What We Can Do for You 41

Chapter6 IMCs:What Else We Can Do for You 49

Chapter7 The Media 59

Chapter8 Ad Planning 69

Chapter9 Brand Management 79

Chapter10 Media Planning 89

Chapter11 Media Scheduling 99

Chapter12 Media Placement 109

Chapter13 Media Buying 117

Chapter14 Outdoor Advertising Preparation 127

Chapter15 Monitoring of Outdoor Advertising 135

Chapter16 TV Commercial 143

Chapter17 Promotions Cooperation 153

Chapter18 Exhibition Booth 163

Chapter19 Print Media 173

Appendix 1 Chinese Translation 182

Appendix 2 Answers,Hints and Help 209

Appendix 3 Vocabulary 244