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Advertising : Principles and Practice
ISBN: 9780130477224 | 0130477222
Edition: 6thFormat: Hardcover
Publisher: PRENTICE HALL
Pub. Date: 1/1/2003
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For introductory courses in Advertising, offered in marketing and journalism departments. Everyone has experienced memorable advertising: the ad or jingle that stays in your mind. But memorable advertising may not sell products or build market shareit may not be effective advertising. In these days of accountability, clients are asking that advertisers create advertising that meets measurable goals. The challenge with teaching advertising by taking theory and applying it to what is going on in advertising agencies is that companies have always been very guarded about goals and measures. Advertising: Principles and Practice has lifted the veil by focusing on EFFIE-award winners: advertising campaigns that have won awards for their effectiveness from the American Marketing Association of New York. These EFFIE-award winners reveal client goals and how these goals were reached. No other book takes theory and shows students how it is applied today to produce effective advertisingadvertising that works.
I. ADVERTISING FOUNDATIONS AND ENVIRONMENT.
1. Introduction to Advertising.
2. Advertising and Society: Ethics, Regulation, and Social Responsibility.
3. Advertising and the Marketing Process.
2. Advertising and Society: Ethics, Regulation, and Social Responsibility.
3. Advertising and the Marketing Process.
II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY.
4. The Consumer Audience.
5. Account Planning and Research.
6. How Advertising Works.
7. Adve... MORE
5. Account Planning and Research.
6. How Advertising Works.
7. Adve... MORE
III. ADVERTISING MEDIA.
8. Media Planning and Buying.
9. Print Media.
10. Broadcast and Interactive Online Media.
9. Print Media.
10. Broadcast and Interactive Online Media.
IV. CREATING ADVERTISING.
11. The Creative Side of Advertising.
12. Copywriting.
13. Design and Production.
14. Direct-Response Marketing.
12. Copywriting.
13. Design and Production.
14. Direct-Response Marketing.
V. INTEGRATING MARKETING COMMUNICATION ELEMENTS.
15. Sales Promotions.
16. Public Relations.
17. Retail and Business-to-Business Advertising.
18. International Advertising.
19. The Integrated Campaign.
16. Public Relations.
17. Retail and Business-to-Business Advertising.
18. International Advertising.
19. The Integrated Campaign.
Sandra Moriarty is a professor at the University of Colorado, Boulder where she teaches in the Integrated Marketing Communication graduate program.
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