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Jingdong book

当代广告学（第11版）

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Books Management Marketing

Jingdong book

当代广告学（第11版）

Name: 当代广告学（第11版）
Brand: Jingdong book
SKU: 3102004621
Price: 194.41 USD
Availability: OutOfStock

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这是一部源于美国、畅销于全球、为广告学教材的编写“界定标准”的经典教科书，其英文原版书因被称为“Coffee table book”而闻名。本书是其25周年的银婚纪念版。自第一版始，阿伦斯的这部《当代广告学》先后被翻译成法语、西班牙语、俄语、韩语、汉语等多种文字出版发行，在美国、加拿大、欧洲、俄罗斯、韩国，有900多所大学采用本书作为教材，受到学界和商界两方面的认可和赞誉。

Content Description

这是一部源于美国畅销于全球的广告学教科书，自第一版始，先后被翻译成法语、西班牙语、俄语、韩语、汉语等多种文字出版发行，在美国、加拿大、欧洲、俄罗斯、韩国，有900多所大学采用《当代广告学（第11版）》作为教材，受到学界和商界两方面的认可和赞誉，被公认为该领域的一本经典教科书。本中译本译自被作者称为25周年“银婚纪念版”的英文本第11版。
《当代广告学（第11版）》分5编，共18章。开篇先对广告作了一个概述，随之介绍了广告的演进，广告的各个层面以及范畴。在此基础上，探讨了营销战略与广告战略的制定，包括营销与消费者行为、市场细分与营销组合、调查、营销与广告策划以及媒介战略策划等内容。整合营销的思想贯穿全书始末。《当代广告学（第11版）》还详细探讨了广告创作，包括创意战略与创意过程、创意的实施以及广告制作。同时，《当代广告学（第11版）》对印刷媒介、电子媒介、数字互动媒介、户外媒介、陈列媒介和辅助媒介等的运用作了细致阐述。
《当代广告学（第11版）》清晰揭示了广告的实际操作，适合高等院校普通文科、新闻、传媒和工商管理类专业的学生使用，同时，对广告界的从业人员也是一本极好的参考书。

Comments

10年前，由我们翻译的本书第7版中译本彩印精装版一经推出，便受到了业界的追捧，成了一本专业畅销书。书中完备的专业术语表，生动、典型和前沿的广告案例，尤其是其中的两个附录“营销计划大纲”和“广告计划大纲”，曾帮助过许多尚处在初级阶段的中国广告人规范自己的专业术语和文本。弹指一挥间，当年在书中侃侃而谈、风趣幽默并“终其一生而为之劳作”的老阿伦斯已经完美谢幕，将接力棒交给了自己的儿子克里斯蒂安·阿伦斯。他若知道自己引以为傲的这本教科书曾影响过许多中国广告人和广告学子，他的在天之灵该会多么欢欣！作为本书的译者，我们深深地为这位曾经“帮助界定了广告学教材应该如何编写”的广告老兵的坚守而感动。在此，谨向这位前辈致敬！
——丁俊杰中国传媒大学教授，博士生导师，中国广告协会学术委员会主任

前一阵子，《中国广告》杂志让我写一个“影响当代中国广告进程的20本书”的名单，我毫不犹豫地列进了这本《当代广告学》。
——徐智明龙之媒广告书店、快书包网上书店，董事长

Catalogue

第一编广告概述
第1章当代广告概貌
第2章广告的演变
第3章广告的经济、社会与法规层面
第4章广告范畴：从本土到全球

第二编营销战略与广告战略的制定
第5章营销与消费者行为：广告活动的基础
第6章市场细分与营销组合：广告战略中的决定性因素
第7章调查：为广告策划收集信息
第8章营销策划与广告策划：自上而下式、自下而上式与整合营销传播
第9章媒介战略策划：寻找通往市场之门

第三编广告与其他传播组合元素的整合
第10章关系的建立：直复营销、人员推销与销售推广
第11章关系的建立：公共关系、赞助与企业广告

第四编广告创作
第12章创意战略与创意过程
第13章创意实施：艺术与文案
第14章印刷、电子及数字媒介的广告制作

第五编广告媒介的运用
第15章印刷媒介的运用
第16章电子媒介的运用：电视与广播
第17章数字互动媒介与直邮的运用
第18章户外媒介、陈列媒介和辅助媒介的运用
尾声一个品牌的重新定位：万事达卡的“无价”广告活动
附录A 营销计划大纲
附录B 广告计划大纲
专业术语表
注释
幸颖索引

Book Abstract

人员推销的优势人员推销最大的魅力就在于其人性。没有哪种东西的说服力可以与人际沟通的那种说服力相匹敌。训练有素的销售人员可以读懂潜在顾客的肢体语言，理解字里行间的隐晦含义，发现客户的真正问题。销售代表可以主动提问，也可以解答对方的提问。面对面的状态可以使双方马上得到反馈，销售代表可以马上根据具体情况调整自己的表现，专门针对特定潜在顾客的兴趣和需要进行沟通。不仅如此，销售人员还可以现场演示产品，可以与客户进行谈判，从中发现最适宜于卖方需要的条款。
时间也可以由销售代表掌握。销售不一定非要今天完成不可，可是关系必须建立。人在建立关系方面毕竟强过非人员媒介。
人员推销的一大任务是为新产品打开销路，而其他传播工具根本无法做到人员推销那么好。事实上，在很多工商业情形中，人员推销可能是完成销售的关键。某些高档产品或技术性消费品——如摄录一体机、保健和房地产规划等——的情形也同样如此。在这些情况下，人员推销绝对值得我们花如此高的成本——因为它能完成任务。人员推销的劳动强度非常大，因此，它是与潜在顾客沟通的最昂贵的一种沟通手段。这是人员推销唯一的大缺陷。如今，一次企业对企业销售拜访的费用已经超过了300美元。不仅如此，人员推销还相当费时，由于它是一种一对一的媒介，因此其销售的规模经济性较差。有时，遇到重要客户，还需要两三个销售人员到客户的办公室做提案。在人员推销中，我们不以千人成本作为衡量标准。
因此，广告的一个重要功能就是在销售人员尚未登门拜访（或致电）之前，尽可能多地向潜在顾客或现有顾客传递企业或产品的相关信息，从而降低销售成本。这些信息既可以是功能性的（关于具体的某件产品），也可以是象征性的（为企业树立形象和信用）。
……

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