Click on the cover image above to read some pages of this book!
How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising?
These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.
The advertising and media industry is being challenged by fragmented consumer markets and our appetite for engaging with new technologies. These changes require new approaches to the way advertising operates. And, there is a renewed focus on accountability in the industry.
Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy.
The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC).
1 Introduction to advertising
2 Advertising’s role in marketing
3 Regulation and ethics of advertising
PART 2: PLANNING AND STRATEGY
4 Brands and the advertising contribution
5 Defining audiences for advertising
6 Strategic research in advertising
7 Advertising strategy and planning
PART 3 EFFECTIVE ADVERTISING MEDIA
8 Print and out-of-home media
9 Broadcast media
10 Interactive and digital media
11 Media strategy, planning and buying
PART 4 CREATIVE ADVERTISING AND EFFECTIVE INTEGRATION
12 The creative side of advertising strategy
14 Art direction and production
ISBN: 9781486002719 ISBN-10: 1486002714 Audience:
Tertiary; University or College
Published: 22nd August 2014 Publisher: Pearson Education Australia Country of Publication: AU Edition Number: 3