Text

Advertising: Principles and Practice

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 laser-beam focus on what principles and practices make advertising effective. Features 25 Gold Award EFFIES briefs, an abundance of boxed inserts, and a running example that explores Pizza Hut's 1999 media strategy and buys. An accompanying video features current, award-winning broadcast commercials--tied directly into the EFFIES-related opening vignettes and chapter features--covering the spectrum from big to small companies. Advertising and Society. The Advertising Situation. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. The Consumer Audience. Research and Account Planning. How Advertising Works. Strategy and Planning. ADVERTISING MEDIA. Media Planning and Buying. Print, Out-of-home, and Directory Media. Broadcast and Interactive Media. CREATING ADVERTISING. The Creative Side of Advertising. Creating Print, Directory, and Out-of-home Media. Creating Broadcast and Interactive Media. Creating Direct-response Media. IMC AND ADVERTISING CHALLENGES. Promotions. Public Relations. Business-to-Business and Retail Advertising. International Advertising. The IMC Campaign. For anyone involved in advertising who wants cutting-edge insight into the most effective strategies in today's highly competitive global marketplace.

Availability

Detail Information

Series Title

-

Call Number

AMB-WEL-001

Publisher

Upper Saddle River, NJ USA : Prentice Hall., 2000

Collation

Hardcover, 562 Pages, Published 1999

Language

English

ISBN/ISSN

0-13-083571-4

Classification

NONE

Content Type

Text

Media Type

-

Carrier Type

-

Edition

Fifth

Subject(s)

Advertising

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments