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本教材按照廣告公司的廣告運營實踐流程來進行知識體系和技能操作要點的編排，主要適用於廣告類專業的學生，是廣告學科中的技能課程、核心課程，注重於學生技能的培養與鍛煉。在閱讀本書時，讀者需要具備一定的相關學科的基礎知識。
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