Nelson Higher Education

Higher Education

Advertising Age: The Principles of Advertising and Marketing Communication at Work, 1st Edition

  • includes Ad Age on Campus Printed Access Card
  • Esther Thorson
  • Margaret Duffy
  • ISBN-10: 1111528756
  • ISBN-13: 9781111528751
  • 224 Pages | Paperback
  • COPYRIGHT: 2012 Published
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Overview

About the Product

This book is the perfect accompaniment to any of the Advertising and IMC advertising texts. It can serve as a standalone textbook for introductory courses as well. For instructors, it offers the opportunity to engage students theoretically and practically and in a cost-effective way. The emphasis on applying research and theory to practice is shown graphically through literally hundreds of examples and outside references. Students will find the book to be accessible and easy to understand while rigorous in its investigation of communication practices.

Features

  • The book is as timely as a text can be—rooted in the "real world" that students and practitioners really want.

  • The book is not the classic 12-pound advertising textbook. It presents solid concepts in a way that's affordable, lively, readable and full of example and anecdotes that show, don't tell.

  • It acquaints students with Ad Age as a significant and authoritative news and opinion source for everything relating to advertising and marketing communication.

  • The book powerfully links today's advertising and strategic communication to the world of theory and solid marketing research to reveal what works in today's environment.

  • The book can be used as an affordable stand-alone textbook for survey and introductory advertising and IMC courses, or used as a valuable supplement to traditional textbooks.

Reviews

"Relevant new media examples throughout; very clear discussion of controlled vs. uncontrolled media."
— Thomas Hove, Michigan State University

About the Author

Esther Thorson

Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).

Margaret Duffy

Margaret Duffy chairs the strategic communication faculty at the Missouri school of Journalism. She has extensive professional experience, including serving as an executive for GTE (Verizon) in marketing, advertising and public relations. Her research focuses on new and interactive media, especially with regard to advertising and the news. She is the co-developer of the Media Choice Model and the Health Communication Media Choice Model. Her fellowship at the Donald W. Reynolds Journalism Institute investigated youth advertising, news and media habits. She consults frequently with clients as diverse as the U.S. Army and the Estee Lauder Corporation and presented research and conducted training with agencies and news groups in the United States, Italy, China, United Kingdom, Thailand and South Africa.

Table of Contents

1. What is Advertising and What New Forms is it Taking?
2. Business Structures in the Advertising Industry.
3. Important Times in Advertising History.
4. Ethical and Regulatory Contexts of Advertising.
5. Theory About How Advertising Works.
6. Segmentation, Brand Positioning, and Defining the Brand Value Proposition.
7. Research: The Magic Ingredient in Effective Advertising.
8. Advertising and Promotion Management and Planning.
9. Advertising Planning—an International Perspective.
10. The Creative Strategy of Advertising Messages.
11. Telling a Story that Showcases the Creative Strategy: Creative Advertising Executions.
12. Creative Copywriting.
13. Creative Design and Visuals.
14. Media Planning.
15. Media Planning for Traditional Advertising Media.
16. Media Planning for the Internet and Other Digital Media.
17. Promotions and their relationship to advertising.
18. Public Relations and Advertising.
19. Integrated Marketing Communication.
20. Advertising's Future.

Supplements

All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

Advertising Promotion and Other Aspects of Integrated Marketing Communications  (ISBN-10: 0324593600 | ISBN-13: 9780324593600)

The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

PROMO  (ISBN-10: 0538473274 | ISBN-13: 9780538473279)

Created through a "student-tested, faculty-approved" review process with students and faculty, PROMO is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. PROMO employs relevant ads, exhibits, and photographs to capture your students' interest and through its concise writing style, gives them a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries.

Student Supplements

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

Advertising Promotion and Other Aspects of Integrated Marketing Communications  (ISBN-10: 0324593600 | ISBN-13: 9780324593600)

ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

PROMO  (ISBN-10: 0538473274 | ISBN-13: 9780538473279)

Designed for and by today's students in every detail, PROMO was developed with students and faculty to provide a more engaging and accessible solution that appeals to different learning styles at a value-based price. Authoritative, yet concise, PROMO includes all of the key concepts that your instructors require and a full suite of learning aids to accommodate your busy lifestyle including chapter-by-chapter study cards, self-quizzes, PowerPoints, Online games and downloadable flash cards, and more. PROMO employs relevant ads, exhibits, and photographs to capture your interest and through its concise writing style, gives you a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries. There are plenty of real-world examples throughout to aid in your learning.