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Advertising : Principles and Practice by William Wells, John Burnett and Sandra Moriarty (1999, Hardcover)

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Author: William Wells, John Burnett, Sandra E. Moriarty ISBN 10: 0130835714. Title: Advertising: Principles and Practice Item Condition: used item in a very good condition. Publisher: Prentice Hall ISBN 13: 9780130835710.

About this product

Product Identifiers

PublisherPrentice Hall PTR

ISBN-100130835714

ISBN-139780130835710

eBay Product ID (ePID)1623499

Product Key Features

Number of Pages592 Pages

Publication NameAdvertising : Principles and Practice

LanguageEnglish

SubjectAdvertising & Promotion

Publication Year1999

TypeTextbook

AuthorWilliam Wells, John Burnett, Sandra Moriarty

Subject AreaBusiness & Economics

FormatHardcover

Dimensions

Item Height1 in

Item Weight52.1 Oz

Item Length11.2 in

Item Width8.7 in

Additional Product Features

Edition Number5

Intended AudienceCollege Audience

LCCN99-056644

Dewey Edition19

IllustratedYes

Dewey Decimal659.1

Table Of ContentI. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society. 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. Creating Print Advertising. 13. Creating Broadcast Advertising. 14. Direct-Response Media. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.

SynopsisThe theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new., The most exciting, practitioner-based introduction available to the field of advertising. 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 focus on what principles and practices make advertising effective - and its rich and extensive support package make the teaching/ learning process not only exciting, but more effective as well. *NEW: Stronger media coverage - Features a running example that explores Pizza Hut's 1999 media strategy and buys. A media buying role-play simulation is also available *NEW: Interactive advertising (Internet, e-commerce, and more) - Infused into every chapter *A custom website with Web-related questions for each chapter, extra features, updates, ads, career information, and more has also been created at www.prenhall.com/wellsburnett *NEW: Stronger coverage of IMC - From its introduction in Ch. 1, IMC is woven throughout text. A special emphasis in *Part V on IMC challenges culminates in the discussi

LC Classification NumberHF5823.W455 2000