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Advertising & IMC: Principles and Practice (9th Edition) by Sandra Moriarty, Nancy Mitchell, William D. Wells

By Sandra Moriarty, Nancy Mitchell, William D. Wells

An obtainable and well-written method of advertisements.   advertisements tracks the adjustments in today’s dynamic global of media and advertising and marketing communication–as good because the implications of those alterations to conventional practice–and provides them to readers via an obtainable, well-written procedure.   The 9th version highlights the expanding significance of customers because the driver in today’s advertisements innovations, social media, and the net evolution/revolution. it is usually an elevated IMC and model concentration.

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Extra info for Advertising & IMC: Principles and Practice (9th Edition) (Advertising : Principles and Practice)

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This B2B ad explains to businesspeople how Aflac insurance can be part of an employee benefit package at no direct cost to the company. Although these categories identify characteristics of various types of advertising, there are many commonalities. In practice, all types of advertising demand creative, original messages that are strategically sound and well executed, and all of them are delivered through some form of media. Furthermore, advertisements can be developed as single ads largely unrelated to other ads by the same advertiser or as a campaign, a term that refers to a set of related ads that are variations C H A P T E R 1 • THE NEW WORLD OF MARKETING COMMUNICATION 13 on a theme.

Com. The Burger King “Whopper Freakout” campaign is an example of an award-winning effort that proved how much America loves the Whopper. But what made it successful? In the Part 1 opener we made the point that, in spite of economic downturns, the basic principles remain important. The Burger King story demonstrates the importance of a dramatic idea, as well as the power of word of mouth. In this chapter we’ll define advertising and its role in marketing communication, explain how its basic concepts and practices evolved, and describe the agency world.

In 1914 the Audit Bureau of Circulation (ABC) was formed to standardize the definition of paid circulation for magazines and newspapers. Media changes saw print being challenged by radio advertising in 1922. Radio surpassed print in ad revenue in 1938. The world of advertising agencies and management of advertising developed rapidly in the years after World War II. The J. Walter Thompson (JWT) agency, which still exists today, led the boom in advertising during this period. The agency’s success was due largely to its creative copy and the management style of the husband-and-wife team of Stanley and Helen Resor.

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