Advertising : Principles and Practice
The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.
- Hardback | 592 pages
- 220.98 x 271.78 x 30.48mm | 1,519.53g
- 08 Dec 1999
- Pearson Education (US)
- Prentice Hall
- Upper Saddle River, United States
- 5th edition
Table of contents
I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society. 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. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Creating Print Advertising. 13. Creating Broadcast Advertising. 14. Direct-Response Media. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.