Advertising: Principles and Practice

By William D. Wells, Nancy D. Mitchell, Sandra E. Moriarty, et al.

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0130162051
• ISBN13: 9780130162052
• Release Date: January 1992
• Publisher: Prentice Hall
• Length: 1 Pages
• Weight: 4.10 lbs.

Customer Reviews

Needed this book for class

It is a very simple text book. If it wasn't for taking a class that required it I would never buy it. You can find the same stuff by doing a google search.

Great Bookd

Book was exactly what i ordered. Arrived promtly with no issues at all. Would by from this buyer again.

Advert

This book was the old version, but my teacher let it fly. It saved me about 120 bucks getting this one.

easy guide for advertising students.

Every step expains the advertising basic component. It can help you understand the advertising.