本書是第一本中美兩國(guó)廣告專家合著，以展現(xiàn)廣告行業(yè)實(shí)務(wù)情景的方式教授專業(yè)英語(yǔ)的大學(xué)英語(yǔ)教材�！稄V告專業(yè)英語(yǔ)——中英溝通實(shí)戰(zhàn)技巧》的價(jià)值在于幫助中國(guó)廣告、營(yíng)銷的學(xué)生及從業(yè)人員了解國(guó)際廣告行業(yè)通用的英語(yǔ)溝通方式，掌握以口語(yǔ)和筆頭形式進(jìn)行專業(yè)交流的英語(yǔ)技能。本書特點(diǎn)是按照實(shí)行的廣告流程安排每章的內(nèi)容，每章均由三個(gè)單元構(gòu)成：①在實(shí)際情景中運(yùn)用術(shù)語(yǔ)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(duì)照表。全書的課文譯文、英語(yǔ)廣告范例以及有價(jià)值的參考網(wǎng)站信息，對(duì)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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