Advertising

Advertising : Principles and Practice

3.85 (61 ratings by Goodreads)
By (author)  , By (author)  , By (author) 

List price: US$110.00

Currently unavailable

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks

Description

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.show more

Product details

  • Hardback | 592 pages
  • 220.98 x 271.78 x 30.48mm | 1,519.53g
  • Pearson Education (US)
  • Upper Saddle River, United States
  • English
  • 5 Revised ed of US ed
  • Illustrations (some col.), col. map, col. ports.
  • 0130835714
  • 9780130835710

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.show more

Rating details

61 ratings
3.85 out of 5 stars
5 38% (23)
4 23% (14)
3 30% (18)
2 7% (4)
1 3% (2)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X