Advertising: Principles and Practice

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9780137228690: Advertising: Principles and Practice

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.

"synopsis" may belong to another edition of this title.

Product Description:

Complete with examples, issues and applications, this study introduces the theory and practice of advertising. It provides insights into how advertising is done, who does it, and the critical questions that must be resolved. A range of media types are incorporated into the discussion.

From the Publisher:

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.

"About this title" may belong to another edition of this title.

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John Burnett; Sandra Moriarty; William Wells
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ISBN 10: 0137228694 ISBN 13: 9780137228690
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John Burnett; Sandra Moriarty; William Wells
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John Burnett; Sandra Moriarty; William Wells
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Book Description Prentice Hall, 1995. Hardcover. Book Condition: Near Fine. Third Edition. 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. Bookseller Inventory # kb012566

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Book Description Prentice Hall, 1995. Book Condition: Good. 3rd Edition. N/A. Ships from the UK. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP36912075

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