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ISBN978-7-301-21276-9作者:[美]王瑾,麻省理工学院比较媒体研究所教授北京大学出版社2012年11月出版定价:36.00元本书是将广告产业研究和文化研究成功结合的典范。作者亲身参与北京奥美的广告制作,积累了大量一手资料,通过深入的案例分析,揭示了在当代中国的文化语境下,各类广告主及广告公司如何寻找最佳的品牌定位策略,如何做出相应的媒体选择;同时对
ISBN978-7-301-21276-9 author: [US] Wang Jin, a professor at MIT Comparative Media Institute of Peking University Press published in November 2012 Price: 36.00 yuan book is the advertising industry and cultural studies success Combination of the model. The author personally participated in the production of advertisements in Beijing Ogilvy & Mather and accumulated a large amount of first-hand information. Through in-depth case studies, the author reveals how various advertisers and advertising companies look for the best brand positioning strategy and how to make them under the cultural context of contemporary China. The corresponding media options; the same time