Advertising Principle & Practice

PART 1 Principle: Back to Basics

1 Advertising
2 Brand Communication
3 Brand Communication and Society

PART 2 Principle: Be True to Thy Brand-and Thy Consumer

4 How Brand Communication Works
5 Segmenting and Targeting the Audience
6 Strategic Research
7 Strategic Planning

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age

8 The Creative Side
9 Promotional Writing
10 Visual Communication

PART 4 Principle: Media in a World of Change

11 Media Basics
12 Paid Media
13 Owned, Interactive, and Earned Media
14 Media Planning and Negotiation

PART 5 Principle: IMC and Total Communication

15 Public Relations
16 Direct Response
17 Promotions
18 The Principles and Practice of IMC
19 Evaluating IMC Effectiveness
Appendix
Glossary
Notes "


Salient Features
"1) Increased Integrated Marketing Communication (IMC) Focus. The word "advertising" has come to refer to a variety of marketing communication tools and functions. The broader focus of IMC in this edition includes all the various forms of marketing communication—multi-platform, as well as multimedia— and the discussion is embedded seamlessly throughout the book.
2) The Ten Key IMC-based Principles: With an increased emphasis on IMC in the ninth edition, this text has also developed a set of ten key IMC-based principles for brand communication. These principles evolve within the chapters as various IMC concepts are introduced, explained, and come together as a set in a much revised
3) Chapter 18: Special Advertising Campaigns: This IMC wrap-up chapter explains IMC campaigns and distinguishes campaigns from the managementof a Total Communication program.
4) Emphasize the importance of the brand--Increased Brand Focus: Instead of presenting advertising as an isolated piece of the marketing puzzle, this text has increased its emphasis on the importance of advertising in relation to brand communication.
5) Highlight the social media revolution--New Interactive and Social Media Discussions: Today's social media revolution marks a major change in the way advertising operates. The impact and implications of this shift—from company-controlled to consumer-controlled media—is highlighted and explained throughout this text.
6) Present the tried and true concepts: New Emphasis on Enduring Principles in a Changing Industry. Although the marketing communication environment is ever-changing, this text also highlights the basic, timeless principles of advertising and marketing communication. These enduring principles are woven throughout this text.
7) Focus on ethics: New Principled Practice boxes. In previous editions, the ethics discussions appeared in the Matter of Principle and Matter of Practice boxes. In the ninth edition, the ethics discussions are now in a separate feature—the Principled Practice boxes—to help students think critically about current issues in the industry.
8) Provide the opportunity for hands-on application: New Pedagogical Tools. A new award-winning American Advertising Federation National Student Advertising Competition (AAF NSAC) case for the Century Council appears in the appendix, along with questions referring to the case at the end of each chapter.
9) Brand Revive is a new assignment at the end of each chapter that guides students through the activities involved in developing a brand campaign plan—in this case for some older, perhaps forgotten brand that needs a new lease for space in the minds of consumers. If students complete this assignment, they will develop a campaign plan for their portfolio."