Advertising: Principles and Practice

Advertising: Principles and Practice

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The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertisinga€™s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising a IMC: Principles and Practice by Moriarty, Mitchell and Wells.Procter aamp; Gamble is the pioneer in trying to apply this new system.40 However, many clients and, indeed, agencies remain unconvinced.41 1.What are the ... The size of this task meant that advertising would be only one tool in NABa#39;s arsenal, albeit an important one. The campaign ... It also enjoyed a 79% increase in week-on-week home-loan enquiries and a 50% increase on credit card applications.

Title:Advertising: Principles and Practice
Author:Sandra Moriarty, Nancy D. Mitchell, William D. Wells, Robert Crawford, Linda Brennan, Ruth Spence-Stone
Publisher:Pearson Australia - 2014-08-01


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