Advertising is part inspiration and part hard work. In this 7th Edition of Advertising: Principles and Practice we take you behind the scenes of many award-winning campaigns to uncover the hard work and explain the objectives, as well as the inspiration behind some great advertising campaigns. You will see how the ideas come together; you will live through the decision-making; and you will understand the risks that the creators of the advertising faced.
The 7th Edition of Advertising: Principles and Practice has organized this discussion of advertising effects for you in the form of a Facets Model. This illustration and the ideas it represents are used throughout the book to help you remember what we mean by effectiveness when we explain such things as how advertising works, how objectives are decided upon, and how an advertisement is evaluated based on its objectives.
Part 1 Foundations
Part 2 Planning and Strategy
Part 3 Effective Advertising Media
Part 4 Effective Advertising Messages
Part 5 Integration and Evaluation