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Principles & Practice
Principles & Practice
Eighth Edition
Sandra Moriarty
University of Colorado
Nancy Mitchell
University of Nebraska-Lincoln
William Wells
University of Minnesota
PEARSON
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Sey Pearson Education International
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PEARSON
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10987654321
Bocce: ISBN-13: 978-0-13-500938-3
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ISBN-10: 0-13-500938-3
This eighth edition of Advertising: Principles & Practices
is dedicated . . . to the memory of my mother, Rachel,
whose life journey is my inspiration
Sandra Moriarty
and
in gratitude to my parents who gave me
The Little Engine That Could when | was little.
Nancy Mitchell
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| BRIEF CONTENTS
PART 1 A PASSION FOR THE BUSINESS
1 Introduction to Advertising 50
2 Advertising’s Role in Marketing 78
3 Advertising and Society 110
PART 2 PRINCIPLE: STRATEGY IS CREATIVE, TOO
4 How Advertising Works 146
5 The Consumer Audience 174
6 Strategic Research 208
7 Strategic Planning 236
PART 3. PRACTICE: WHERE ARE MEDIA HEADING?
8 Media Basics and Print Media 270
9 Broadcast Media 300
10 Internet and Nontraditional Media 336
11 Media Planning and Buying 358
PART 4. PRINCIPLES: CREATIVITY AND BREAKTHROUGH
ADVERTISING
12 The Creative Side and Message Strategy 396
13 Copywriting 432
14 Design and Production 462
PART 5 PRINCIPLES: HOW TO WIN THE BATTLE OF THE BUZZ
15 Direct-Response Marketing A96
16 Sales Promotion, Events, and Sponsorships 526
17 Public Relations 550
18 Special Advertising Campaigns 578
19 Evaluation of Effectiveness 606
Appendix 633
Glossary 639
Credits 657
Notes 661
Index 671
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