PRESCRIBED TEXT FOR DIPADV AT APM College of Business and Communication, 2011
PRESCRIBED TEXT FOR MKTG3121 AT THE UNIVERSITY OF SYDNEY, SEMESTER 1 2011
Advertising- the Australian way!
This new Australian adaptation puts advertising into an Australasian context with examples, data and circumstances that reflect the evolution of advertising in this region, and the media and regulatory environment in which it operates. The text incorporates the latest research on issues and trends impacting on client-agency-consumer relationships and the implications and emerging changes to agency structures, staffing and strategy.
Features and Benefits
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* The only advertising textbook that emphasises measuring advertising effectiveness through such things as chapter-opening effectiveness cases and 'It's a wrap - evaluating advertising's effectiveness' boxes. Each chapter opens with a story about an advertising campaign that has been recognised as effective or ineffective and at the end of each chapter we loop back to the opening campaign story to see why it has or hasn't won an award.
* The book places a strong emphasis on the importance of branding and its purpose and application in achieving an integrated approach to advertising and communications.
* An international focus is carried throughout the text by exploring the influences on creative philosophies in contemporary advertising and communication strategy in such regions as Britain, Europe, North America, Japan and Asia, and Australia.
* At the end of the chapter, students have the opportunity to become advertising decision makers by analysing a real-world advertising case.
* Critical Thinking Applications help students to master topics previously read for classroom discussion and help them to prepare for exams.
* Through 'The Inside Story' boxes students can read how professionals, from agencies both big and small, put together new campaigns, handle hard-to-please clients and manage their creative drive with the realities of advertising planning.
Table of Contents
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About the authors
Preface
Acknowledgements
Part I: Foundations
1.Introduction to advertising
2. Advertising's role in marketing
3. Regulation and ethics of advertising
Part II:
Planning and strategy
4. How advertising works
5. Defining audiences for advertising
6. Strategic research in advertising
7. Advertising strategy and planning
Part III: 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 IV: Creative advertising and effective advertising
12. The creative side and message strategy
13. Copywriting
14. Art direction and production
15. Integration and other forms of promotion
16. Not-for-profit advertising and public relations
17. International advertising
Glossary
Index
Supplements:
Instructor's Manual
PowerPoint Slides
Test Bank
Companion Website
