Advertising: Principles and Practice: 3rd Edition

Wells, William; Burnett, John; Moriarty, Sandra

ISBN 10: 0137228694 / ISBN 13: 9780137228690

Published by Prentice Hall, 1995

About this Item

No Stock Photos! We photograph every item. 815 pages; light edge wear; 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 share-it 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 advertising-advertising that works.

Seller Inventory # 012566

Bibliographic Details

• Title: Advertising: Principles and Practice: 3rd Edition
• Publisher: Prentice Hall
• Publication Date: 1995
• Language: English
• ISBN 10: 0137228694
• ISBN 13: 9780137228690
• Binding: Hardcover
• Edition: Third Edition.
• Condition: Very Good
• Weight: 65 ounces
• Seller catalogs:
  • Textbooks

About this title

Synopsis

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.

From the Back Cover

A best selling principles of advertising book that best demonstrates the life of the advertising professionals. This book features expanded coverage of integrated marketing communications and on new media supplement of award winning New York Festival of Arts.