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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.
Table of Contents
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.
Advertising is all aboutEffectiveness This sixth edition ofAdvertising: Principles and Practicebrings to fruition a shift in focus started in the previous edition. Looking at the advertising landscape, what strikes us is the prevalence of accountability. While advertising agencies never had the power to ignore the client, they have not been held to such standards as they are now. To explain this shift, a major factor has been the development of measurement tools to bring this goal of accountability to life. So advertising has reached a stage where the memorable ad or jingle is no longer enough. It may not sell the product or build market share. It may not be effective advertising, as defined by the goals of the client. The problem with making advertising effectiveness a hallmark of an advertising book is that it is so difficult to show. Advertising agencies have always been very guarded about goals and measures. In this situation, how does one accurately portray what advertising effectiveness is and how it can be measured? THERE IS A WAY, AS YOU WILL SEE IN OUR SIXTH EDITION. HOW WE DEMONSTRATE Advertising Effectiveness Advertising: Principles and Practice, Sixth Edition,lifts 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. Chapter-opening cases on these EFFIE award winners reveal client goals and how these goals were reached. No other book shows you how effective advertising is identified and done today. No other book shows you advertising that works and why it works. Chapter-opening effectiveness cases.You will get a behind the scenes look at campaigns for companies such as Holiday Inn, Delta, Polaroid, drugstore.com, Nissan, and Orkin. You'll see theory embodied in the components of effective advertising campaigns. Chapter 4's case on Holiday Inn Express, for example, outlines three goals that Holiday Inn set for its "Stay Smart" campaign. The campaign won a 2001 EFFIE Gold award in the travel/tourism/destination category. It's a Wrap.At the end of the chapter, in a feature called "It's a Wrap" we loop back to the opening case and show you why it won an award--why it was effective. The "It's a Wrap" box in Chapter 4 explains how the Holiday Inn Express "Stay Smart" campaign not only met its goals but exceeded them in a big way. In-text examples on effectiveness.Too many to list, these examples demonstrate what effectiveness means in advertising. But to give you a glimpse here, look at Chapter 6. It examines the Energizer Bunny campaign and explains that even though the early Bunny commercials were memorable and well-liked, they weren't effective, serving to drive sales of rival Duracell rather than Energizer. But theis much more than a bunch of cool examples of effective advertising. It rests on a solid theoretical framework that has been carefully redeveloped and refined throughout the book. It starts in Chapter 1where we set up two key models for determining effectiveness. Following chaptersbuild on these theoretical models. In particular, see Chapters 6, 7, and 11. Chapter &, How Advertising Works,explains how effectiveness measures fit into the basic communication process. Chapter 7, Advertising Planning and Strategy,uses the effectiveness model to explain how companies formulate advertising planning objectives. Chapter 11, The Creative Side of Advertising,returns to the effectiveness model to explain how advertisers develop message strategies that are geared toward the four categories of effects. The result? An effective presentation of what effective advertising is and how to measure it--principles enriched by practice,