广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】

Brand: 清华大学出版社    Sold By: EM China
广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】
广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】
广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】
广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】

广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】

Brand: 清华大学出版社    Sold By: EM China
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广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】

广告概论 周艳芳,袁伟静,刘辉 编著 清华大学出版社【正版书】

$29.83

内容简介本书是“高等院校艺术设计专业基础教程”丛书之一。全书包括7章:广告概述、中西方广告发展简史、广告功能、广告策划、广告创意...
Product Details

内容简介
本书是“高等院校艺术设计专业基础教程”丛书之一。全书包括7章:广告概述、中西方广告发展简史、广告功能、广告策划、广告创意与信息表达、广告设计制作过程、广告管理与道德,并针对非广告行业人群的具体实际需求,在广告设计实例、广告创意等方面进行了更为详尽的讲解,以达到教学目的。另外,为配合教学,本书作者准备了精美教学课件,以方便教师使用。
  本书既可作为各类高等院校艺术设计专业的教材,也可作为广告公司从业者的学习参考用书。
作者简介
(1)标记广告 公元前约4500年,古埃及和巴比伦的人们已经在石头或用火烘焙过的黏土上雕刻图画或文字,以此作为标志。据考证,公元前3100年至2880年,古埃及国王在葡萄酒容器上标注不同等级的标签。希腊人也在葡萄酒酒壶的把手上雕刻酒的产地和酿造者的姓名,这被相关学者认为是西方标志广告的开端。12世纪,意大利的帕尔玛城已有明文规定:“商人或行会不得使用其他人或其他行会的标记,不得在刀剑上使用同样或类似的标记。如果违反法令,将根据程度轻重予以罚款,并且不受调停或者和解。”中世纪标记开始普遍流行,商标显现雏形,为18世纪商标被广泛接受和采用奠定了良好的基础,P&G(宝洁)率先建立自己的商标,之后标记广告被各大公司纷纷采用。 (2)招牌广告 招牌广告是一种较为古老的广告形式,据考证,此类广告起源于古雅典,后在罗马时代普及开来。如将商店或行业名称写在木板等材料上,立在屋前店头,招徕顾客,西方谚语Goodwineneednobush就是酒香不怕巷子深的意思。当时还有许多实物招牌出现,如把葡萄藤系在屋檐,便是酒家(VictorMarg01in,1979)。在恺撒时代,各种招牌更是五彩缤纷,争奇斗艳,如两只手托着鞋的天使(鞋店招牌)、庞大的奶牛、拉磨的骡子(面包房招牌)、水壶的把手(葡萄酒店招牌)等,形状各异,令人眼花缭乱。
目  录
章 广告概述
 1.1 什么是广告
  1.1.1 广告概念的演变
  1.1.2 现代广告的概念
 1.2 广告的作用
  1.2.1 销售作用
  1.2.2 传播作用
  1.2.3 经济作用
  1.2.4 社会作用
 1.3 现代广告的特征
  1.3.1 知识的综合性
  1.3.2 信息的筛选性
  1.3.3 媒体的新型性
  1.3.4 传播的快捷性
商品详情

书名:广告概论

定价:32.00元

作者:周艳芳,袁伟静,刘辉 编著

出版社:清华大学出版社

出版日期:2011-06-01

ISBN:9787302250982

字数:218000

页码:132

版次:132

装帧:平装

开本:16开

商品重量:

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Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

International Shipping: Currently, we only ship within the USA. 

Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

Order Modifications:

If you need to cancel or modify your order, please contact our customer support immediately.

Issues with Delivery:

If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

内容简介
本书是“高等院校艺术设计专业基础教程”丛书之一。全书包括7章:广告概述、中西方广告发展简史、广告功能、广告策划、广告创意与信息表达、广告设计制作过程、广告管理与道德,并针对非广告行业人群的具体实际需求,在广告设计实例、广告创意等方面进行了更为详尽的讲解,以达到教学目的。另外,为配合教学,本书作者准备了精美教学课件,以方便教师使用。
  本书既可作为各类高等院校艺术设计专业的教材,也可作为广告公司从业者的学习参考用书。
作者简介
(1)标记广告 公元前约4500年,古埃及和巴比伦的人们已经在石头或用火烘焙过的黏土上雕刻图画或文字,以此作为标志。据考证,公元前3100年至2880年,古埃及国王在葡萄酒容器上标注不同等级的标签。希腊人也在葡萄酒酒壶的把手上雕刻酒的产地和酿造者的姓名,这被相关学者认为是西方标志广告的开端。12世纪,意大利的帕尔玛城已有明文规定:“商人或行会不得使用其他人或其他行会的标记,不得在刀剑上使用同样或类似的标记。如果违反法令,将根据程度轻重予以罚款,并且不受调停或者和解。”中世纪标记开始普遍流行,商标显现雏形,为18世纪商标被广泛接受和采用奠定了良好的基础,P&G(宝洁)率先建立自己的商标,之后标记广告被各大公司纷纷采用。 (2)招牌广告 招牌广告是一种较为古老的广告形式,据考证,此类广告起源于古雅典,后在罗马时代普及开来。如将商店或行业名称写在木板等材料上,立在屋前店头,招徕顾客,西方谚语Goodwineneednobush就是酒香不怕巷子深的意思。当时还有许多实物招牌出现,如把葡萄藤系在屋檐,便是酒家(VictorMarg01in,1979)。在恺撒时代,各种招牌更是五彩缤纷,争奇斗艳,如两只手托着鞋的天使(鞋店招牌)、庞大的奶牛、拉磨的骡子(面包房招牌)、水壶的把手(葡萄酒店招牌)等,形状各异,令人眼花缭乱。
目  录
章 广告概述
 1.1 什么是广告
  1.1.1 广告概念的演变
  1.1.2 现代广告的概念
 1.2 广告的作用
  1.2.1 销售作用
  1.2.2 传播作用
  1.2.3 经济作用
  1.2.4 社会作用
 1.3 现代广告的特征
  1.3.1 知识的综合性
  1.3.2 信息的筛选性
  1.3.3 媒体的新型性
  1.3.4 传播的快捷性
商品详情

书名:广告概论

定价:32.00元

作者:周艳芳,袁伟静,刘辉 编著

出版社:清华大学出版社

出版日期:2011-06-01

ISBN:9787302250982

字数:218000

页码:132

版次:132

装帧:平装

开本:16开

商品重量:

Shipping Overview: 

Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99. 

Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

International Shipping: Currently, we only ship within the USA. 

Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

Order Modifications:

If you need to cancel or modify your order, please contact our customer support immediately.

Issues with Delivery:

If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

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