国际广告英语教程PDF电子书下载

本书是广告专业英语方面的教科书，内容涉及广告理论和实务，广告操作流程，适合大学广告学、传播学、广告设计专业方面的学生，相关从事国际广告工作的人员，以及广告、英语爱好者阅读。本稿是英语原稿读品，采用原稿+翻译+注释的方式，翻译和注释由作者完成。

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Lesson One What Is Adve rtising 1

Lesson Two Types of Adve rtising 20

Lesson Three The Impact of Advertising 32

Lesson Four The Role of the Adve rtising Agency or Department 42

Lesson Five Ads That Win vs.Ads That Work 54

Lesson Six Marketing:Determining the Type of Advertising to Use 68

Lesson Seven Integ rated Ma rketing 84

Lesson Eight Influencing People:Myths and Mechanisms 98

Lesson Nine Two Mental Processes in Decision-making 112

Lesson Ten Setting Promotional Goals:A Communications Relationship 125

Lesson Eleven Advertising Strategies in Diverse Cultural Background Markets 140

Lesson Twelve Advertising in China:Product Branding and Beyond 152

参考文献 164

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