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Advertising: Principles and Practice
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ISBN13：9780135009383
出版社：PRENTICE-HALL;INC.
作者：Moriarty
出版日：2009/01/01
裝訂：平裝
版次：8
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Moriarty teaches students about effective marketing.
The Facets of Effects Model: Illustrating Advertising Effectiveness
This model was designed by the authors to help students comprehend the impact of advertising at the perceptual and emotional level. The Facets of Effects Model is represented throughout the book to demonstrate what “effective” advertising is when explaining such things as:
· How advertising works
· How objectives are decided upon
· How an advertisement is evaluated based on objectives
Case Studies: Matching Results to Objectives
To ensure all advertising claims are supported, each chapter opens with a case study that features award-winning campaigns recognized by the NY American Marketing Association as outstanding examples of effectiveness. At the end of each chapter, results are matched to objectives and data used by professionals is provided to determine whether the advertising worked.
How Advertising Works
Chapter 4, one of the books unique features, uses the question–How does advertising work? —to explain the logic behind effectiveness. It focuses on:
· The books signature Facets Model of Effectiveness; Pg. 108
· The power of advertising; Pg. 122
· How understanding effects leads to measurable objectives that deliver effective marketing communication; Pg. 113
Other Topics of Distinction
The work of professional marketers, academics, and contributors is showcased to let students see what career path you can pursue and what topics are most important in the world of advertising, providing a diverse set of perspectives about the field. Some features include:
A Matter of Practice and A Matter of Principle — These features present the ideas of outstanding professionals and professors who help explain the issues and dynamics of this fast-changing industry; Pg. 15
Inside Story — This feature invites professionals to explain their work and showcase what they have done with their major; Pg.17
Expanded use of contributors - To expand student knowledge and insights, contributors from all areas of advertising and academic community share their work and ideas, bringing a richness and depth to the study of advertising and marketing communication.
The Facets of Effects Model: Illustrating Advertising Effectiveness
This model was designed by the authors to help students comprehend the impact of advertising at the perceptual and emotional level. The Facets of Effects Model is represented throughout the book to demonstrate what “effective” advertising is when explaining such things as:
· How advertising works
· How objectives are decided upon
· How an advertisement is evaluated based on objectives
Case Studies: Matching Results to Objectives
To ensure all advertising claims are supported, each chapter opens with a case study that features award-winning campaigns recognized by the NY American Marketing Association as outstanding examples of effectiveness. At the end of each chapter, results are matched to objectives and data used by professionals is provided to determine whether the advertising worked.
How Advertising Works
Chapter 4, one of the books unique features, uses the question–How does advertising work? —to explain the logic behind effectiveness. It focuses on:
· The books signature Facets Model of Effectiveness; Pg. 108
· The power of advertising; Pg. 122
· How understanding effects leads to measurable objectives that deliver effective marketing communication; Pg. 113
Other Topics of Distinction
The work of professional marketers, academics, and contributors is showcased to let students see what career path you can pursue and what topics are most important in the world of advertising, providing a diverse set of perspectives about the field. Some features include:
A Matter of Practice and A Matter of Principle — These features present the ideas of outstanding professionals and professors who help explain the issues and dynamics of this fast-changing industry; Pg. 15
Inside Story — This feature invites professionals to explain their work and showcase what they have done with their major; Pg.17
Expanded use of contributors - To expand student knowledge and insights, contributors from all areas of advertising and academic community share their work and ideas, bringing a richness and depth to the study of advertising and marketing communication.
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