Advertising
Advertising
- 7ª ed
- Pearson Prentice Hall, 2016
principles and practice
Part I: Advertising Foundations Chapter 1: Introduction to Advertising-- Chapter 2: Advertising's Role in Marketing-- Chapter 3: Advertising and Society-- -- Part II: Planning and Strategy-- Chapter 4: How Advertising Works-- Chapter 5: The Consumer Audience-- Chapter 6: Strategic Research -- Chapter 7: Strategic Planning-- -- Part III: Advertising Media-- Chapter 8: Print and Out-of-Home Media-- Chapter 9: Broadcast Media-- Chapter 10: Interactive and Alternative Media-- Chapter 11: Media Planning and Buying-- -- Part IV: Creative Advertising -- Chapter 12: The Creative Side and Message Strategy-- Chapter 13: Copywriting-- Chapter 14: Design and Production-- -- Part V: Integration and Evaluation-- Chapter 15: Direct Response -- Chapter 16: Sales Promotion, Events, and Sponsorships-- Chapter 17: Public Relations-- Chapter 18: Special Advertising Situations-- Chapter 19: Evaluation of Effectiveness--
For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. ; Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. ; ; For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. ; ; Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. ; ; Question: How do you stress the measurement of effective advertisements in your course? Would you like the text to help? ; ; Chapter-Opening Effectiveness Cases. Each chapter opens with a story about an advertising campaign that has been recognized as effective. These stories are EFFIE award-winning works recognized by The American Marketing Association, the Direct Marketing Association's Echo Awards, the Public Relations Society of America's Silver Anvil, and the Sales Promotion Association's Reggie Awards as outstanding examples of effectiveness. ; Benefit: Students learn best by example. These cases provide colorful, real examples that model great advertising campaigns that have proven effectiveness. ; ; For example: Pages 2-3, Volkswagen of America: 'Pods Unite.' ; ; "It's a Wrap" Boxes. At the end of each chapter in a feature called 'It's a Wrap,' we loop back to the opening campaign story and show you why it won an award-- specifically, why it was effective. ; Benefit: Goes beyond just highlighting an effective advertisement in the opening case by providing analysis that points out what specifically about the campaign's effectiveness won it an award. This provides a nice conclusion to the chapter. ; ; For example: Pages 24-25. ; ; NEW! Chapter 19: Evaluation of Effectiveness. Provides an explanation of the thinking and tools used in answering the critical accountability question--does it work? ; OTHER POINTS OF DIFFERENTIATION: ; ; Question: Would students benefit by doing versus just reading or listening? ; ; Suggested Class Projects. To really understand what effective advertising is and how it is done, you have to do it yourself. Suggested Class Projects at the end of each chapter allows students to work together in teams as advertisers do. ; For example: On page 203, in Chapter 7 students are asked to create a positioning statement for Ford and Honda SUV models. Also, on page 383 in Chapter 13 students are asked to transform print ads into broadcast commercials. ; ; Hands-on cases. At the end of the chapter, students have the opportunity to become advertising decision makers by analyzing a real-world advertising case. ; For example: On page 27, new companies examined include Wal-Mart and its corporate image advertising in Chapter One, AFLAC's duck on page 122 in Chapter 4, and the BMW "Films" campaign which is revolutionizing Internet advertising on Page 288 in Chapter 10 ; ; Consider This. Critical thinking applications help students master topics previously read for classroom discussion. Helps students prepare for exams. For example, pages 177, 369 and 353. ; Question: What teaching techniques have you found effective in trying to get an idea across to your students? Do you spend time in lecture providing examples that illustrate ideas? Do students connect with the material in your course naturally? ; ; The Inside Story. Spotlights the thoughts and experiences of young advertising professionals. Students will read how these professionals from agencies big and small put together new campaigns, handle hard to please clients, and manage their creative drive with the realities of advertising planning. For example: pages 89, 192, 232, 343 and 536. ; Showcase Work. Examples of outstanding work contributed by young professionals who have been nominated from faculty nationwide. For example: pages 233, 338, 388, 398 and 426. ; New to This Edition ; Question: Are your students still struggling with the media aspect of advertising? Are you looking for innovative ways to introduce the various forms of media to your students? ; ; NEW! Student Media Guide. The Student Media Guide, complete with rate cards, gives an in-depth explanation of each form of media. In addition, you will have many short- and long-term project options to choose from, geared around each of the media channels discussed. After reviewing the various forms of media, your students will then be asked to rate which is best given the information in the guide, ensuring that they understand the form that can best suit their future business's needs. ; Question: How do you incorporate current advertisements from advertising experts into your classroom? ; ; NEW! Adcritic.com Bring advertising into your classroom with AdCritic.com. Prentice Hall and AdAge are bringing the most current ads and commentary from advertising experts into your classrooms. Students will receive 16 weeks of access to a special AdCritic.com site that includes AdAge's encyclopedia of articles at a deeply discounted rate. ; Question: How do you enable students to discuss practicing advertising and marketing communication in socially responsible ways? ; ; NEW! Chapter 3: Advertising and Society. Provides a new and expanded discussion of advertising ethics. ; OTHER CHANGES:.. ; ; A major improvement is a new model of effects, The Facets Model, which is used on page 104, in Chapter 4 (How Advertising Works) to better organize the discussion of how advertising works, in Chapter 7 (Strategic Planning) to explain how objectives are set, in advertising, on page 339 in Chapter 12 (The Creative Side) to explain how message strategies are based on an understanding of these effects, and on page 539, in Chapter 19 (Evaluation of Effectiveness) to structure the logic of an evaluation program for advertising. ; A new and deeper discussion of targeting and segmenting is presented in Chapter 5 (The Consumer Audience). The idea is to relate consumer theory to practice with targeting and segmenting explained as the most important application that derives from an understanding of consumer behavior. ; NEW chapter on Interactive and Alternative Media (Chapter 10) showcases the explosion of new, creative ways to reach targeted audiences. ; A more seamless presentation of international advertising is found throughout the book, with a discussion of specific strategies in Chapter 18 (Special Advertising Situations). ; NEW section on nonprofit advertising and social marketing is included in Chapter 18 (Special Advertising Situations.)
9780121465602
HF COMMERCE
Advertising
principles and practice
Part I: Advertising Foundations Chapter 1: Introduction to Advertising-- Chapter 2: Advertising's Role in Marketing-- Chapter 3: Advertising and Society-- -- Part II: Planning and Strategy-- Chapter 4: How Advertising Works-- Chapter 5: The Consumer Audience-- Chapter 6: Strategic Research -- Chapter 7: Strategic Planning-- -- Part III: Advertising Media-- Chapter 8: Print and Out-of-Home Media-- Chapter 9: Broadcast Media-- Chapter 10: Interactive and Alternative Media-- Chapter 11: Media Planning and Buying-- -- Part IV: Creative Advertising -- Chapter 12: The Creative Side and Message Strategy-- Chapter 13: Copywriting-- Chapter 14: Design and Production-- -- Part V: Integration and Evaluation-- Chapter 15: Direct Response -- Chapter 16: Sales Promotion, Events, and Sponsorships-- Chapter 17: Public Relations-- Chapter 18: Special Advertising Situations-- Chapter 19: Evaluation of Effectiveness--
For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. ; Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. ; ; For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. ; ; Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. ; ; Question: How do you stress the measurement of effective advertisements in your course? Would you like the text to help? ; ; Chapter-Opening Effectiveness Cases. Each chapter opens with a story about an advertising campaign that has been recognized as effective. These stories are EFFIE award-winning works recognized by The American Marketing Association, the Direct Marketing Association's Echo Awards, the Public Relations Society of America's Silver Anvil, and the Sales Promotion Association's Reggie Awards as outstanding examples of effectiveness. ; Benefit: Students learn best by example. These cases provide colorful, real examples that model great advertising campaigns that have proven effectiveness. ; ; For example: Pages 2-3, Volkswagen of America: 'Pods Unite.' ; ; "It's a Wrap" Boxes. At the end of each chapter in a feature called 'It's a Wrap,' we loop back to the opening campaign story and show you why it won an award-- specifically, why it was effective. ; Benefit: Goes beyond just highlighting an effective advertisement in the opening case by providing analysis that points out what specifically about the campaign's effectiveness won it an award. This provides a nice conclusion to the chapter. ; ; For example: Pages 24-25. ; ; NEW! Chapter 19: Evaluation of Effectiveness. Provides an explanation of the thinking and tools used in answering the critical accountability question--does it work? ; OTHER POINTS OF DIFFERENTIATION: ; ; Question: Would students benefit by doing versus just reading or listening? ; ; Suggested Class Projects. To really understand what effective advertising is and how it is done, you have to do it yourself. Suggested Class Projects at the end of each chapter allows students to work together in teams as advertisers do. ; For example: On page 203, in Chapter 7 students are asked to create a positioning statement for Ford and Honda SUV models. Also, on page 383 in Chapter 13 students are asked to transform print ads into broadcast commercials. ; ; Hands-on cases. At the end of the chapter, students have the opportunity to become advertising decision makers by analyzing a real-world advertising case. ; For example: On page 27, new companies examined include Wal-Mart and its corporate image advertising in Chapter One, AFLAC's duck on page 122 in Chapter 4, and the BMW "Films" campaign which is revolutionizing Internet advertising on Page 288 in Chapter 10 ; ; Consider This. Critical thinking applications help students master topics previously read for classroom discussion. Helps students prepare for exams. For example, pages 177, 369 and 353. ; Question: What teaching techniques have you found effective in trying to get an idea across to your students? Do you spend time in lecture providing examples that illustrate ideas? Do students connect with the material in your course naturally? ; ; The Inside Story. Spotlights the thoughts and experiences of young advertising professionals. Students will read how these professionals from agencies big and small put together new campaigns, handle hard to please clients, and manage their creative drive with the realities of advertising planning. For example: pages 89, 192, 232, 343 and 536. ; Showcase Work. Examples of outstanding work contributed by young professionals who have been nominated from faculty nationwide. For example: pages 233, 338, 388, 398 and 426. ; New to This Edition ; Question: Are your students still struggling with the media aspect of advertising? Are you looking for innovative ways to introduce the various forms of media to your students? ; ; NEW! Student Media Guide. The Student Media Guide, complete with rate cards, gives an in-depth explanation of each form of media. In addition, you will have many short- and long-term project options to choose from, geared around each of the media channels discussed. After reviewing the various forms of media, your students will then be asked to rate which is best given the information in the guide, ensuring that they understand the form that can best suit their future business's needs. ; Question: How do you incorporate current advertisements from advertising experts into your classroom? ; ; NEW! Adcritic.com Bring advertising into your classroom with AdCritic.com. Prentice Hall and AdAge are bringing the most current ads and commentary from advertising experts into your classrooms. Students will receive 16 weeks of access to a special AdCritic.com site that includes AdAge's encyclopedia of articles at a deeply discounted rate. ; Question: How do you enable students to discuss practicing advertising and marketing communication in socially responsible ways? ; ; NEW! Chapter 3: Advertising and Society. Provides a new and expanded discussion of advertising ethics. ; OTHER CHANGES:.. ; ; A major improvement is a new model of effects, The Facets Model, which is used on page 104, in Chapter 4 (How Advertising Works) to better organize the discussion of how advertising works, in Chapter 7 (Strategic Planning) to explain how objectives are set, in advertising, on page 339 in Chapter 12 (The Creative Side) to explain how message strategies are based on an understanding of these effects, and on page 539, in Chapter 19 (Evaluation of Effectiveness) to structure the logic of an evaluation program for advertising. ; A new and deeper discussion of targeting and segmenting is presented in Chapter 5 (The Consumer Audience). The idea is to relate consumer theory to practice with targeting and segmenting explained as the most important application that derives from an understanding of consumer behavior. ; NEW chapter on Interactive and Alternative Media (Chapter 10) showcases the explosion of new, creative ways to reach targeted audiences. ; A more seamless presentation of international advertising is found throughout the book, with a discussion of specific strategies in Chapter 18 (Special Advertising Situations). ; NEW section on nonprofit advertising and social marketing is included in Chapter 18 (Special Advertising Situations.)
9780121465602
HF COMMERCE
Advertising
