本書是第一本中美兩國廣告專家合著，以展現(xiàn)廣告行業(yè)實務(wù)情景的方式教授專業(yè)英語的大學(xué)英語教材�！稄V告專業(yè)英語——中英溝通實戰(zhàn)技巧》的價值在于幫助中國廣告、營銷的學(xué)生及從業(yè)人員了解國際廣告行業(yè)通用的英語溝通方式，掌握以口語和筆頭形式進(jìn)行專業(yè)交流的英語技能。本書特點是按照實行的廣告流程安排每章的內(nèi)容，每章均由三個單元構(gòu)成：①在實際情景中運用術(shù)語和行話的課文；②課后習(xí)題訓(xùn)練以及解答；③每一章涉及的詞匯讀音及英漢對照表。全書的課文譯文、英語廣告范例以及有價值的參考網(wǎng)站信息，對讀者都有極大的幫助。本書不僅適用于在校的學(xué)生，更能吸引廣大的從業(yè)人員作教材或參考書使用。
Chapter 1 Introduction to Advertising
Chapter 2 AgencyStructure
Chapter 3 Brainstorming
Chapter 4 SituationAnalysis Research
Chaater 5 IMCs: WhatWe Can Do for You
Chapter 6 IMCs: WhatElse We Can Do for You
Chapter 7 TheMedia
Chapter 8 AdPlanning
Chapter 9 BrandManagement
Chapter 10 MediaPlanning
Chapter 11 MediaScheduling
Chapter 12 MediaPlacement
Chapter 13 MediaBuying
Chapter 14 OutdoorAdvertising Preparation
Chapter 15 Monitoring of Outdoor Advertising
Chapter 1 Introduction to Advertising
Chapter 2 AgencyStructure
Chapter 3 Brainstorming
Chapter 4 SituationAnalysis & Research
Chaater 5 IMCs: WhatWe Can Do for You
Chapter 6 IMCs: WhatElse We Can Do for You
Chapter 7 TheMedia
Chapter 8 AdPlanning
Chapter 9 BrandManagement
Chapter 10 MediaPlanning
Chapter 11 MediaScheduling
Chapter 12 MediaPlacement
Chapter 13 MediaBuying
Chapter 14 OutdoorAdvertising Preparation
Chapter 15 Monitoring of Outdoor Advertising
Chapter 16 TVCommercial
Chapter 17 Promotions Cooperation
Chapter 18 Exhibition Booth
Chapter 19 PrintMedia
Appendix 1 ChineseTranslation
Appendix 2 Answers,Hints and Help
Appendix 3 Vocabulary
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