Advertising : Principles and Practice

by William Wells; Sandra Moriarty; John Burnett

• ISBN13: 9780135978818
• ISBN10: 0135978815
• Edition: 4th
• Format: Hardcover
• Copyright: 1998-01-01
• Publisher: Prentice Hall Professional Technical Reference

Summary

This best-selling book gives an introduction to both the theory and practice of advertising. Important insights into how advertising is done, who does it, and the critical questions that must be resolved are provided. In addition, extensive coverage of integrated marketing communications and the roles of smaller agencies and vendors, as well as the newest types of media is presented.

Table of Contents

Preface	xvii	(4)
About the Authors	xxi
PART I ADVERTISING FOUNDATIONS AND ENVIRONMENT	41	(108)
1 Introduction to Advertising	3	(38)
2 Advertising and Society: Ethics and Regulation	41	(36)
3 Advertising and the Marketing Process	77	(26)
4 Advertising Agencies	103	(46)
PART II ADVERTISING BACKGROUND, PLANNING, AND STRATEGY	149	(122)
5 The Consumer Audience	149	(42)
6 Strategic Research	191	(26)
7 Strategy and Planning	217	(28)
8 How Advertising Works	245	(26)
PART III ADVERTISING MEDIA	271	(108)
9 Media Strategy and Planning	271	(28)
10 Print Media	299	(30)
11 Broadcast Media	329	(30)
12 Media Buying	359	(20)
PART IV CREATING ADVERTISING	379	(152)
13 The Creative Side of Advertising	379	(34)
14 Creating Print Advertising	413	(32)
15 Creating Broadcast Advertising	445	(28)
16 Creating Direct-Response Advertising	473	(32)
17 Creating Directory and Out-of-Home Advertising	505	(26)
PART V ADVERTISING OPERATIONS	531	(98)
18 Sales Promotion	531	(28)
19 Public Relations	559	(30)
20 The Advertising Campaign	589	(16)
21 Evaluative Research	605	(24)
PART VI MISCELLANEOUS ADVERTISING	629	(67)
22 Business-to-Business and Retail Advertising	629	(32)
23 International Advertising	661	(35)
Appendix: Careers in Advertising	696	(9)
Glossary	705	(9)
Credits	714	(2)
Index	716