ADVERTISING PRINCIPLES AND PRACTICE WELLS W. BURNETT J. MORIARTY S. Księgarnia

5th Edition
William Wells
John Burnett
Sandra Moriarty

1999 704 pages (est.) 0130-83571-4 (Hardback)

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.

Streamlined coverage-Reduced from 23 to 19 chapters.

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.

Exposes students to-and gives them practice with-all aspects of the important media buying process.

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.

Boxed material-A Matter of Principle box highlights ethics issues, A Matter of Effectiveness box highlights industry best practices, and The Inside Story box profiles real-life people and stories, including selected Hall of Fame personalities.

Practical Tips, embedded in each chapter, help students organize and remember key learning points.

5 new Part-end cases-Features a hot New York City ad agency-Mad Dogs and Englishmen. Each case is accompanied by questions and a custom-produced, 10-minute video segment featuring the ad agency and its clients (Yoohoo, Moviefone, and others). The video links to the end-of-part cases and tackles all major text concepts-from advertising research and account planning to media buying and IMC.

Students can apply their knowledge to the challenges that face this cutting-edge organization as it tackles everything from internal organization, to creative and strategic planning, to media planning and buying, to maintenance of creativity, and to meeting the demands of an IMC environment.

VIDEO PACKAGE

A new and improved video package.

Six custom-produced case videos (NEW)-Profiles the Mad Dogs and Englishmen ad agency and their clients. Accompanied by written part-ending text cases. (0-13-085166-3)

A video of current, award-winning broadcast commercials (NEW)-Tie directly into the EFFIES-related opening vignettes and chapter features. (013-085167-1)

PH Video 2000 Library-Features 36 companies and their strategies. (0-13-085165-5)

New York Festival of ads-A comprehensive bank of award-winning international advertisements. (0-13-085171-X)

Audio cassette of radio commercials-(Value Pack option).

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT.
1. Introduction to Advertising.
2. Advertising and Society.
3. The Advertising Situation.
II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY.
4. The Consumer Audience.
5. Research and Account Planning.
6. How Advertising Works.
7. Strategy and Planning.
III. ADVERTISING MEDIA.
8. Media Planning and Buying.
9. Print, Out-of-Home, and Directory Media.
10. Broadcast and Interactive Media.
IV. CREATING ADVERTISING.
11. The Creative Side of Advertising.
12. Creating Print, Directory, and Out-of-Home Media.
13. Creating Broadcast and Interactive Media.
14. Creating Direct-Response Media.
V. IMC AND ADVERTISING CHALLENGES.
15. Promotions.
16. Public Relations.
17. Business-to-Business and Retail Advertising.
18. International Advertising.
19. The IMC Campaign.

SUPPLEMENTS

Review Copy (0-13-085174-4)
Instructor's Manual (0-13-085162-0)
Instructor's Resource CD ROM (0-13-013603-4)

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.