(eBook PDF) Advertising Principles and Practice (Custom Edition eBook) – Digital Ebook – Instant Delivery Download

Product details:

ISBN: 9781486002719
Author: Sandra E. Moriarty (Author), Nancy Mitchell (Author), William Wells (Author), Robert Crawford (Author), Linda Brennan (Author), Ruth Spence-Stone (Author)

The advertising and media industry is being challenged by fragmented consumer markets and our appetite for engaging with new technologies. These changes require new approaches to the way advertising operates. And, there is a renewed focus on accountability in the industry. This book explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. This book is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved.

Table contents:

Part 1: Foundations.

1. Introduction to advertising

2. Advertising’s role in marketing

3. Regulation and ethics of advertising

Part 2: Planning and strategy.

4. Brands and the advertising contribution

5. Defining audiences for advertising

6. Strategic research in advertising

7. Advertising strategy and planning

Part 3: Effective advertising media.

8. Print and out-of-home media

9. Broadcast media

10. Interactive and digital media

11. Media strategy, planning and buying

Part 4: Creative advertsing and effective integration.

12. The creative side of advertising strategy

13. Copywriting

14. Art direction and production

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(eBook PDF) Advertising Principles and Practice (Custom Edition eBook)

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