Free Ebook Advertising: Principles and Practice (6th Edition)By William D. Wells, John Burnett, Sandra Moriarty
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Advertising: Principles and Practice (6th Edition)By William D. Wells, John Burnett, Sandra Moriarty
Free Ebook Advertising: Principles and Practice (6th Edition)By William D. Wells, John Burnett, Sandra Moriarty
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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.
- Sales Rank: #1928280 in Books
- Published on: 2002-10-29
- Original language: English
- Number of items: 1
- Dimensions: 11.40" h x 1.20" w x 8.60" l,
- Binding: Hardcover
- 640 pages
From the Back Cover
As advertising agencies are pressed more and more about accountability, it is not enough to produce memorable advertising—one must produce effective advertising, advertising that meets a client's goals. The problem with talking about this is that clients keep their goals secret. Advertising: Principles and Practice, Sixth Edition, lifts the veil on effectiveness/ by focusing on EFFIEs: award-winning advertising campaigns that reveal client goals and how these goals are reached.
No other textbook takes theory and shows how it is applied today to produce advertising that works—effective advertising!
For FREE study aids and online resources, visit:
www.prenhall.com/wellsburnett
About the Author
Wllliam Wells. One of the industry's leading market and research authorities, Bill Wells is Professor of Advertising at the University of Minnesota's School of Journalism and Mass Communication. Formerly Executive Vice President and Director of Marketing Services at DDB Needharn Chicago, he is the only representative of the advertising business elected to the Attitude Research Hall of Fame. He earned a Ph.D. from Stanford University and was formerly Professor of Psychology and Marketing at the University of Chicago. He joined Needham, Harper, Chicago as Director of Corporate Research. Author of the Needham Harper Lifestyle study as well as author of more than 60 books and articles, Dr. Wells also published Planning for ROI: Effective Advertising Strategy (Prentice Hall, 1989).
John Burnett. A Professor of Marketing at the University of Denver, he holds a D.B.A. degree in Marketing from the University of Kentucky. John is a coauthor of Introduction to Marketing Communications: An Integrated Approach. In addition, his numerous articles and research papers have been published in a wide variety of professional and academic journals. In particular, his research has examined the effectiveness of emotional appeals in advertising and how various segments respond to such strategies. He is an active consultant and expert witness in marketing and advertising and has served as a consultant for AT&T, Qwest, First Trust, Noel-Levitz, and others.
Sandra Moriarty. Sandra Moriarty holds a B.J. and M.S. in journalism from the University of Missouri and a Ph.D. from Kansas State University. Before moving into full-time teaching, she owned her own public relations and advertising agency. Currently, Dr. Moriarty is a professor at the University of Colorado, Boulder where she teaches in the Integrated Marketing Communication graduate program. In addition to an extensive list of articles in both scholarly and trade journals, Dr. Moriarty has authored or co-authored 9 other books, including Driving Brand Value, Creative Advertising, The Creative Package, and Introduction to Marketing Communications: An Integrated Approach.
Excerpt. © Reprinted by permission. All rights reserved.
Advertising is all about Effectiveness
This sixth edition of Advertising: Principles and Practice brings to fruition a shift in focus started in the previous edition. Looking at the advertising landscape, what strikes us is the prevalence of accountability. While advertising agencies never had the power to ignore the client, they have not been held to such standards as they are now. To explain this shift, a major factor has been the development of measurement tools to bring this goal of accountability to life.
So advertising has reached a stage where the memorable ad or jingle is no longer enough. It may not sell the product or build market share. It may not be effective advertising, as defined by the goals of the client.
The problem with making advertising effectiveness a hallmark of an advertising book is that it is so difficult to show. Advertising agencies have always been very guarded about goals and measures. In this situation, how does one accurately portray what advertising effectiveness is and how it can be measured?
THERE IS A WAY, AS YOU WILL SEE IN OUR SIXTH EDITION. HOW WE DEMONSTRATE
Advertising Effectiveness
Advertising: Principles and Practice, Sixth Edition, lifts 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. Chapter-opening cases on these EFFIE award winners reveal client goals and how these goals were reached. No other book shows you how effective advertising is identified and done today. No other book shows you advertising that works and why it works.
Chapter-opening effectiveness cases. You will get a behind the scenes look at campaigns for companies such as Holiday Inn, Delta, Polaroid, drugstore.com, Nissan, and Orkin. You'll see theory embodied in the components of effective advertising campaigns. Chapter 4's case on Holiday Inn Express, for example, outlines three goals that Holiday Inn set for its "Stay Smart" campaign. The campaign won a 2001 EFFIE Gold award in the travel/tourism/destination category.
It's a Wrap. At the end of the chapter, in a feature called "It's a Wrap" we loop back to the opening case and show you why it won an award—why it was effective. The "It's a Wrap" box in Chapter 4 explains how the Holiday Inn Express "Stay Smart" campaign not only met its goals but exceeded them in a big way.
In-text examples on effectiveness. Too many to list, these examples demonstrate what effectiveness means in advertising. But to give you a glimpse here, look at Chapter 6. It examines the Energizer Bunny campaign and explains that even though the early Bunny commercials were memorable and well-liked, they weren't effective, serving to drive sales of rival Duracell rather than Energizer.
But the is much more than a bunch of cool examples of effective advertising. It rests on a solid theoretical framework that has been carefully redeveloped and refined throughout the book.
It starts in Chapter 1 where we set up two key models for determining effectiveness.
Following chapters build on these theoretical models. In particular, see Chapters 6, 7, and 11.
- Chapter &, How Advertising Works, explains how effectiveness measures fit into the basic communication process.
- Chapter 7, Advertising Planning and Strategy, uses the effectiveness model to explain how companies formulate advertising planning objectives.
- Chapter 11, The Creative Side of Advertising, returns to the effectiveness model to explain how advertisers develop message strategies that are geared toward the four categories of effects.
The result? An effective presentation of what effective advertising is and how to measure it—principles enriched by practice, and practice made understandable by principles. ENDURING STRENGTHS: Principles & Practices
Our focus on effective advertising rests on the solid groundwork we have established in five previous editions of Advertising: Principles and Practice. We have sought to present the principles of advertising clearly and concisely, while showing how current practice in advertising agencies modifies or brings these principles to fruition. With this goal in mind, we have improved both the principles and the practice parts of the book.
On the Principles side, we have made these enhancements:
Expanded coverage of interactive advertising. We've added the latest coverage of advertising and the Web in just about every chapter. New sections include the effects of technological change on advertising agencies (Chapter 3), new coverage of Web-based promotions (Chapter 6), enhanced coverage of Internet audience measurement (Chapter 8), and new sections on writing and designing for the Web (Chapters 12 and 13). Chapter 12 takes a look at how an art director used creative copy to enhance a campaign for a SCUBA industry Web site (time2dive.com). The chapter delves into the principles of writing good banners, pop-ups, daughter windows, and side frame ads—not to mention Web sites.
Streamlined discussion of copywriting, design, and production for both print and broadcast advertising. Chapter 12 covers copywriting; Chapter 13 covers design and production. Students can better focus on the creative skills of the advertiser. And students can see what skills are needed to write and design for the Web.
Discussion of the effects of the economic downturn and world events on advertising. Advertising revenues plummet when economic times turn sour. What can advertising agencies do, and what campaigns do they craft during such times? Chapter 14's opening case covers a campaign to increase charitable giving during an economic downturn. And what can advertising do to reassure people fearful of flying after the tragedy on September 11, 2001? Chapter 19's opener shows how the Spokane Regional Convention and Visitor's Bureau responded.
On the Practice side, we have provided updates and the latest examples. We highlight these in the following features:
New to this edition are "A Matter of Practice" boxes. These boxes examine effectiveness tactics, such as how advertisers try to reach the kids market and how to create good advertising campaigns for the Web. These boxes also highlight key aspects of actual campaigns that made the difference between success and failure. Companies examined include White Castle, Verizon, and EDS. Speaking of EDS, do you remember the award-winning EDS commercial that aired during the 2000 Super Bowl? Wonder how they kept all those cats in line? Chapter 13's "A Matter of Practice" box reveals EDS's goals for that commercial and the chapter explains some tricks that turned those kitties into stars.
We've kept last edition's "A Matter of Principle" boxes, which are short ethics cases that address sound thorny issues as well as controversial ad campaigns. This edition takes a look at many new topics: Buzz marketing in Chapter 4; Chapter 2's box examines the latest on the Master Settlement Agreement with the tobacco industry; and Chapter 13's new box examines the relationship between effectiveness and diversity in advertising.
Back by popular demand is "The Inside Story" feature, which are boxes written by practitioners in the field who reveal advertising challenges they faced. You'll read how these professionals from agencies big and small put together new campaigns, learned how to handle hard to please clients, and managed to balance their creative drive with the realities of advertising planning. You'll especially enjoy Chapter 1's new Inside Story written by Tammie DeGrasse from the McCann-Erickson agency about her daily life as an account executive. Chapter 6's new Inside Story practitioner details his humorous campaign to get more women into Icelandic politics.
"Practical Tips" give students suggestions that they can apply on the job, in an internship, or in their coursework. Building on the Tips we have compiled over the editions, there are new Tips in this edition, including how to write e-mail pitch letters and new ways to measure PR effectiveness. From how to write compelling copy to mulling over whether you, as an advertiser, should enter foreign markets, these tips are keepers for students after they graduate.
Continuing "Suggested Class Projects" and new "Suggested Internet Class Projects" at the end of each chapter allow students to learn how to work in teams as advertisers do and how to use the Internet as a research and creative tool. Chapter 3's Internet Project asks students to note the differences in domestic and international advertising agency Web sites. In chapter 16, students are asked to analyze antismoking sites in terms of their effectiveness to reach a teen audience.
The "Hallmark Build-A-Campaign" feature shows students the winning brief of the American Advertising Federation's National Student Advertising Competition. Included as a model campaign in the appendix of the text, students can do advertising themselves by completing the Build-A-Campaign questions at the end of Chapters 3-19.
NEW! "Part-Ending Cases." We've kept the part-ending case format in this edition, but changed the company to the creative and irreverent advertising of Chick-fil-A. At the end of each part of the book we feature a presentation by advertising experts from Chick-fil-A. The cases focus on the fast food chain's corporate values and beliefs as well as its branding strategies. Questions at the end of each case make sure students have generally understood each part's main topic.
"Hands-on Cases" remain in the Sixth Edition. At the end of the chapter, students have the chance to become advertising decision makers themselves by analyzing a real-world advertising ca...
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