Advertising - principles and practice

William Wells, John Burnett, Sandra Moriarty

640 pages, parution le 15/01/2003 (6^eme édition)

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Résumé

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 share-it 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 advertising-advertising that works.

Sommaire

Advertising foundations and environment
- Introduction to Advertising
- Advertising and Society: Ethics, Regulation, and Social Responsibility
- Advertising and the Marketing Process

Advertising background, planning, and strategy
- The Consumer Audience
- Account Planning and Research
- How Advertising Works
- Advertising Planning and Strategy

Advertising media
- Media Planning and Buying
- Print Media
- Broadcast and Interactive Online Media

Creating advertising
- The Creative Side of Advertising
- Copywriting
- Design and Production
- Direct-Response Marketing

Integrating marketing communication elements
- Sales Promotions
- Public Relations
- Retail and Business-to-Business Advertising
- International Advertising
- The Integrated Campaign

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Pearson
Auteur(s)	William Wells, John Burnett, Sandra Moriarty
Parution	15/01/2003
Édition	6^eme édition
Nb. de pages	640
Format	21,5 x 27,5
Couverture	Broché
Poids	1299g
Intérieur	Quadri
EAN13	9780131202061