Advertising: Principles & Practice
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Moriarty teaches students about effective marketing.The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation.For advertising professionals and business students concentrating in marketing or advertising.
Part One: FoundationsChapter One: Introduction to AdvertisingChapter Two: Advertising’s Role in MarketingChapter Three: Advertising and SocietyPart Two: Planning and StrategyChapter Four: How Advertising WorksChapter Five: The Consumer AudienceChapter Six: Strategic ResearchChapter Seven: Strategic PlanningPart Three: Effective Advertising MediaChapter Eight: Print and Out-of-Home MediaChapter Nine: Broadcast MediaChapter Ten: Interactive and Alternative MediaChapter Eleven: Media Planning and BuyingPart Four: Effective Advertising MessagesChapter Twelve: The Creative Side and Message StrategyChapter Thirteen: CopywritingChapter Fourteen: Design and ProductionPart Five: Integration and EvaluationChapter Fifteen: Direct ResponseChapter Sixteen: Sales Promotion, Events, and SponsorshipsChapter Seventeen: Public RelationsChapter Eighteen: Special Advertising SituationsChapter Nineteen: Evaluation of Effectiveness
