Advertising: Principles & Practice » (8th Edition)

Moriarty teaches students about effective marketing.

The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation.

For advertising professionals and business students concentrating in marketing or advertising.

Part One: Foundations

Chapter One: Introduction to Advertising

Chapter Two: Advertising’s Role in Marketing

Chapter Three: Advertising and Society

Part Two: Planning and Strategy

Chapter Four: How Advertising Works

Chapter Five: The Consumer Audience

Chapter Six: Strategic Research

Chapter Seven: Strategic Planning

Part Three: Effective Advertising Media

Chapter Eight: Print and Out-of-Home Media

Chapter Nine: Broadcast Media

Chapter Ten: Interactive and Alternative Media

Chapter Eleven: Media Planning and Buying

Part Four: Effective Advertising Messages

Chapter Twelve: The Creative Side and Message Strategy

Chapter Thirteen: Copywriting

Chapter Fourteen: Design and Production

Part Five: Integration and Evaluation

Chapter Fifteen: Direct Response

Chapter Sixteen: Sales Promotion, Events, and Sponsorships

Chapter Seventeen: Public Relations

Chapter Eighteen: Special Advertising Situations

Chapter Nineteen: Evaluation of Effectiveness