Principles and Practices of Advertising (6th Edition, Annotated Edition)

Author: Wells, Burnett, Moriarty
Publisher:
Publish Date: 2005-02-01
Features: This book is a reader introducing the principles and practices of advertising, aiming to help students better master the principles of advertising and improve their practical skills. While elaborating on theories such as how to improve and implement current advertising agency practices, it also seeks to clearly and accurately explain the principles of advertising. For this purpose, compared to previous editions, this book has expanded the section on interactive advertising in terms of principles; it covers copywriting, design, and production in advertising; and discusses the impact of economic downturns and global events on advertising, helping students better learn the principles and skills of advertising. In terms of practice, this book provides new cases, discusses effective strategies, and explores how to capture the children's market and how to design outstanding web advertising. The "Industry Stories" section describes the challenges faced in advertising practice; the "Practical Tips" section offers students useful advice for their courses or internships; the "Suggested Course Projects" at the end of each chapter, along with the new "Suggested Internet Course Projects," teach students how to collaborate as advertisers and how to use the internet as a research and creative tool; at the end of each chapter, by analyzing real advertising cases, students have the opportunity to become decision-makers in advertising. This book is highly practical and is an invaluable textbook for advertising studies: suitable for undergraduate students in advertising and business management.