ScholarLens Back to search
1989•Medical Entomology and ZoologyRequires access

Advertising: Principles & Practice

William D. Wells, John J. Burnett, Sandra Ernst Moriarty

Open publisher page 228 citations

Abstract

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.

About this research paper

What this paper is about

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.

Why it matters

OpenAlex reports 228 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.

Key concepts: Advertising, Advertising research, Advertising account executive, Native advertising, Online advertising, Advertising campaign, Business, Search advertising

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
Advertising: Principles & Practice — Research Paper | ScholarLens