Advertising: International Version

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

<>For introductory courses in Advertising.  
Moriarty teaches students about effective marketing.
 
The Facets of Effects Model: Illustrating Advertising Effectiveness
 
This model was designed by the authors to help students comprehend the impact of advertising at the perceptual and emotional level. The Facets of Effects Model is represented throughout the book to demonstrate what “effective” advertising is when explaining such things as:
 
·        How advertising works
·        How objectives are decided upon
·        How an advertisement is evaluated based on objectives
 
Case Studies: Matching Results to Objectives
 
To ensure all advertising claims are supported, each chapter opens with a case study that features award-winning campaigns recognized by the NY American Marketing Association as outstanding examples of effectiveness.  At the end of each chapter, results are matched to objectives and data used by professionals is provided to determine whether the advertising worked. 
 
How Advertising Works
 
Chapter 4, one of the books unique features, uses the question–How does advertising work? —to explain the logic behind effectiveness.  It focuses on:
 
·        The books signature Facets Model of Effectiveness; Pg. 108
·        The power of advertising; Pg. 122
·        How understanding effects leads to measurable objectives that deliver effective marketing communication; Pg. 113
 
Other Topics of Distinction
 
A Matter of Perspectives
The work of professional marketers, academics, and contributors is showcased to let students see what career path you can pursue and what topics are most important in the world of advertising, providing a diverse set of perspectives about the field.  Some features include:
 
·        A Matter of Practiceand A Matter of Principle — These features present the ideas of outstanding professionals and professors who help explain the issues and dynamics of this fast-changing industry; Pg. 15

• Inside Story — This feature invites professionals to explain their work and showcase what they have done with their major; Pg.17
• Expanded use of contributors - To expand student knowledge and insights, contributors from all areas of advertising and academic community share their work and ideas, bringing a richness and depth to the study of advertising and marketing communication.
  

Moriarty teaches students about effective marketing.
 
Case Studies: Matching Results to Objectives
 
To ensure all advertising claims are supported, each chapter opens with a case study that features award-winning campaigns recognized by the NY American Marketing Association as outstanding examples of effectiveness.  At the end of each chapter, results are matched to objectives and data used by professionals is provided to determine whether the advertising worked. 
 
How Advertising Works
 
Chapter 4, one of the books unique features, uses the question–How does advertising work? —to explain the logic behind effectiveness.  It focuses on:
 
·        The books signature Facets Model of Effectiveness; Pg. 108
·        The power of advertising; Pg. 122

·        How understanding effects leads to measurable objectives that deliver effective marketing communication; Pg. 113