Advertising : principles & practice
著者
書誌事項
Advertising : principles & practice
Prentice Hall, Pearson Education International, c2003
6th ed., international ed
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Advertising : principles and practice
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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.
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