Advertising : Principles and Practice

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 shareit 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 advertisingadvertising that works.

John Burnett is Professor of Marketing at the University of Denver.

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT.

1. Introduction to Advertising.
2. Advertising and Society: Ethics, Regulation, and Social Responsibility.
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. Copywriting.
13. Design and Production.
14. Direct-Response Marketing.

V. INTEGRATING MARKETING COMMUNICATION ELEMENTS.

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

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Advertising : Principles and Practice

Summary

Author Biography

Table of Contents

Supplemental Materials