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.
Features
NEW—Integrated coverage of what advertising
effectiveness means and how to measure it. Effectiveness models are covered
and elaborated on in Chapters 1, 6, 7, 11, and 12 so students will see how
advertisers actually measure whether their ads are working.
NEW—Every chapter opens with new cases that
feature award-winning ad campaigns, most of them EFFIE-award winners. These
cases show theory in action by stressing the components of effective
advertising campaigns. Additional award-winning ad campaigns are featured in
the Matter of Practice and Matter of Principle boxes.
NEW—Expanded coverage of interactive advertising
(Internet, e-commerce, and more)—Infused into every chapter. Web-related
questions and projects are included in each chapter.
NEW—Streamlined discussion of copy writing, design, and production for both print and broadcast advertising. Chapter 12 covers copywriting; Chapter 13 covers design and production.