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Book review: Advertising Principles

This prominent author team brings together top academic and professional expertise in Advertising Principles, the contemporary choice for the classroom.

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The book's brisk pace, easy writing style, colorful presentation, and lively learning tools make it appealing to any level of student.

Innovative organization captures students§ interest from the very first chapter: an in-depth look at the Saturn car§s complete ad campaign. Students are then guided through the process of advertising, from initial strategies, research, and budgeting through media planning, selection, and marketing integration to copy, art, and production.

Part One: The Challenging Business of Advertising

1. The Advertising Campaign

2. The Advertising Industry

3. The Advertising Environment: Social, Ethical, Economic, and Legal Issues

4. The Global Advertising Environment

Part Two: The Challenge of Strategy in Marketing and Advertising

5. Integrated Marketing Communications Strategy

6. Consumer Behavior: Searching for Insights

7. Strategic and Evaluative Advertising Research

8. Objectives, Strategy, and Budgeting

Part Three: Media Strategy: Challenges and Choices

9. Media Strategy and Creative Media Planning

10. Electronic Media

11. Print Media

12. Integrated Marketing Communications Tools

Part Four: The Challenge of Advertising Creativity

13. Advertising Creativity and Creative Strategy

14. Advertising Copywriting

15. Symbols, Images, and Art Direction

16. Advertising Production

Appendix A: Getting Started: A Career Guide to the Advertising Industry

Appendix B: Advertising Organizations

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