Advertising

For courses in Advertising in marketing and journalism departments.

The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus?with examples, issues, and applications interlaced throughout?this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective?and its rich and extensive support package make the teaching/learning process not only exciting, but more effective as well.

• NEW?22 Gold Award EFFIES briefs?Used to motivate chapter material, these EFFIES are integrated throughout, in chapter-opening vignettes and special boxes. (EFFIES are awards given for advertising effectiveness through the American Marketing Association of New York.) The opening vignettes are revisited in the text discussion, and wrapped up at the close of each chapter. Additional briefs are featured in the Matter of Effectiveness boxes.
• • Gives instructors access to adopted materials that are normally confidential internal agency documents; exposes students to real-world strategies and materials that are woven tightly into each chapter to reinforce learning.
• NEW?Streamlined coverage?Reduced from 23 to 19 chapters.
• NEW?Stronger media coverage?Features a running example that explores Pizza Hut's 1999 media strategy and buys. A media buying role-play simulation is also available.
• • Exposes students to?and gives them practice with?all aspects of the important media buying process.
• NEW?Interactive advertising (Internet, e-commerce, and more)?Infused into every chapter. A custom website with Web-related questions for each chapter, extra features, updates, ads, career information, and more has also been created at www.prenhall.com/wellsburnett.
• NEW?Stronger coverage of IMC?From its introduction in Ch. 1, IMC is woven throughout text. A special emphasis in Part V on IMC challenges culminates in the discussion of an IMC campaign in Ch. 19.
• NEW?4 types of boxed material?A Matter of Principle box highlights ethics issues, A Matter of Effectiveness box highlights industry best practices, and The Inside Story box profiles real-life people and stories, including selected Hall of Fame personalities. Practical Tips, embedded in each chapter, help students organize and remember key learning points.
• • Drives home the relevancy of material and helps students review.
• NEW?5 new Part-end cases?Features a hot New York City ad agency?Mad Dogs and Englishmen. Each case is accompanied by questions and a custom-produced, 10-minute video segment featuring the ad agency and its clients (Yoohoo, Moviefone, and others). The video links to the end-of-part cases and tackles all major text concepts?from advertising research and account planning to media buying and IMC.
• • Students can apply their knowledge to the challenges that face this cutting-edge organization as it tackles everything from internal organization, to creative and strategic planning, to media planning and buying, to maintenance of creativity, and to meeting the demands of an IMC environment.
• NEW??Build a Campaign? questions?At the end of Chs. 3-19. All questions relate to an appendix that features the award-winning entry in the American Advertising Federation's student competition.
• • Helps students learn, step-by-step, how to build an IMC campaign for a local Hallmark Gold Crown retail store as they move systematically through each chapter.

    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 MARKEKETING COMMUNICATION ELEMENTS.

    15. Promotions.
    16. Public Relations.
    17. Retail and Business-to-Business Advertising.
    18. International Advertising.
    19. The Integrated Campaign.