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Advertising: Principles & Practices, 2nd Edition

by: William Wells ; Ruth Spence-Stone ; Robert Crawford ; Sandra Moriarty ; Nancy Mitchell

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Retail Price: $154.24

Publisher: Pearson Education,28.04.11

Category: MARKETING Level: B/I/A

ISBN: 1442525126
ISBN13: 9781442525122

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Institution: APM College of Business and Communication - Full Year 2015
Course Code: ADV101
Subject: Understanding Advertising

Course Code: MKT102A
Subject: Understanding Advertising


Advertising- the Australian way!

How do you define great advertising?
How do you encourage creativity in advertising?
Do interactive and digital media add value to advertising?

Advertising: Principles and Practice 2e is the only practical, applied guide to the real world of advertising in Australasia showing how and why effective advertising is achieved.

Wells presents completely updated award-winning examples and the latest research on the expanding array of advertising methods available to advertisers.

Consumer behaviour, measuring, planning and executing effective advertising, getting the right kind of attention and a wide range of ethical and sustainable issues are comprehensively covered.

Advertising: Principles and Practice 2e is accompanied by an enhanced and updated set of teaching resources designed to underpin student success.

Online preview here:


New To This Edition


  NEW - A Matter of Principle boxes feature principles that guide the industry as well as the issues, such as ethics and sustainability that complicate it.

  NEW - Ads to Apps box feature includes questions that encourage students to look at various multimedia practices and communications.

  UPDATED AND ENHANCED Instructor's supplements including NEW 'Two-sides' debate PowerPoint Instructor slides which focus on the key subject of the chapter, and provide a debatable issue associated with the principles/practice/ethics of a key topic.

  To encourage student interest, Instructors are encouraged to first play the video and then refer to the Instructor's Manual for a seminar activity. The seminar activity has been formulated to get students applying their theoretical knowledge and understanding to a real life issue in the industry. This activity encompasses several key concepts and challenges for students, based on the video featured in the slides. It asks for the class to be divided into two halves; each will debate either 'for' or 'against' the principles/practice/ethics of the video/advertisement shown. The Class Activity guide should provide helpful points and poignant facts which will assist the instructor in leading class discussion.

  NEW - Chapter extent reduced from 17 to 14 chapters.

Features and Benefits


. Completely updated award-winning advertising campaigns demonstrate how effective advertising is identified and achieved today.
. Completely updated chapter-opening/closing effectiveness cases:

'It's a Winner/It's a Loser' profiles a recent advertising campaign recognised as either effective or ineffective. At the end of each chapter readers learn why the campaign has or hasn't won an award - 'It's a Wrap'.
. 'The Inside Story' boxes spotlight the thoughts and experience of young advertising professionals from a variety of agencies. Thoroughly updated, these features show how professionals from agencies both big and small, put together new campaigns, handle hard-to-please clients and manage their creative drive within the realities of advertising planning.
. Practical Tips throughout the book provide a wide variety of hints that can be applied on the job, in an internship or within coursework.
. Consider This boxes enable readers to critically reflect on the concept being discussed.
. A Matter of Practice boxes discuss effective professional practice, looking at tactics from a variety of individuals within the advertising industry.
. Enhanced and completely updated Instructor resources:

    . Lecturer PowerPoint

    . 'Two-sides' debate PowerPoint

    . Instructor's Manual

    . Testbank

Table of Contents


About the authors

Part I: Foundations
1.Introduction to advertising
2. Advertising's role in marketing
3. Regulation and ethics of advertising

Part II: Planning and strategy
4. How advertising works
5. Defining audiences for advertising
6. Strategic research in advertising
7. Advertising strategy and planning

Part III: Effective advertising media
8. Print and out-of-home media
9. Broadcast media
10. Interactive and digital media
11. Media strategy, planning and buying

Part IV: Creative advertising and effective advertising
12. The creative side and message strategy
13. Copywriting
14. Art direction and production

Instructor's Manual
PowerPoint Slides
- Lecturer PowerPoints
- 'Two sides' PowerPoints
Test Bank

About the Authors


RUTH SPENCE-STONE holds an MBA from Ashridge, England and is Director of FutureProof
Brand Consulting. She is the author of trade articles on strategic brand and advertising
issues, and has been a judge for the EFFIE awards, Academic Director of AFA Ad School, and
a committee member of the Australian Planning Group. She is the creator of the advertising
major in the Faculty of Humanities and Social Sciences at the University of Technology,
Sydney. Ruth worked in four countries with McKinsey & Company before beginning a career
in marketing and advertising in Australia that included Bristol-Myers Squibb and Unilever
Australasia. She is currently enrolled in a PhD on sustainability marketing at Macquarie
DR ROBERT CRAWFORD is a Senior Lecturer in Public Communication at the University of
Technology, Sydney. His research has largely focused on the growth, development and
impact of Australia's advertising industry. Robert's publications include But Wait There's
More...: A History of Australian Advertising, 1900-2000 (Melbourne University Press, 2008)
and Consumer Australia: Historical Perspectives (Cambridge Scholars Publishing, 2010). He
co-edits Public Communication Review and his research articles have appeared in leading
Australian and international journals.
WILLIAM WELLS One of the industry's leading market and research authorities, Bill Wells is
a retired Professor of Advertising at the University of Minnesota's School of Journalism and
Mass Communication. Formerly Executive Vice President and Director of Marketing Services
at DDB Needham Chicago, he is the only representative of the advertising business elected
to the Attitude Research Hall of Fame. He earned a PhD from Stanford University and was
formerly Professor of Psychology and Marketing at the University of Chicago. He joined
Needham, Harper, Chicago as Director of Corporate Research. Author of the Needham Harper
Lifestyle study as well as author of more than 60 books and articles, Dr Wells also published
Planning for ROI: Effective advertising strategy (Prentice Hall, 1989).
SANDRA MORIARTY is Professor Emerita and cofounder of the Integrated Marketing
Communication graduate program at the University of Colorado. Now retired, she has also
taught at Michigan State University, University of Kansas and Kansas State University where
she earned her PhD in education. She specialised in teaching the campaign course and
courses on the creative side-both writing and design. She has worked in government public
relations, owned an advertising and public relations agency, directed a university publications
program and edited a university alumni magazine. She has been a consultant on integrated
marketing communication with agencies such as BBDO and Dentsu-the largest advertising
agency in the world-and with their clients in the United States, Europe and Asia. Professor
Moriarty has published widely in scholarly journals on marketing communication and visual
communication topics and has authored 11 books on advertising, integrated marketing communication,
marketing, visual communication and typography. She is co-author of the classic
book on integrated marketing, Driving Brand Value, and most recently co-authored The
Science and Art of Branding. She has spoken to groups and presented seminars in countries
all over the world.
NANCY MITCHELL is Professor of Advertising and Chair of the Graduate Committee in the
College of Journalism and Mass Communications at the University of Nebraska-Lincoln
where she has taught since 1990. She served as Chair of the Advertising Department for
11 years before heading the graduate program in her college. Prior to her tenure at the
University of Nebraska she taught at West Texas A&M University. She has taught a variety
of courses including advertising princples, design, copyriting, research and strategy, and
campaigns and media ethics. Professor Mitchell worked as an advertising professional for 15
years before entering academia, gaining experience as a copywriter, designer, editor, fundraiser
and magazine editor in an array of businesses, including a large department store, a
publishing company, an advertising agency, a newspaper and a Public Broadcasting System
affiliate. Her research focuses on creating effective advertising messages to underrepresented
groups, ethical issues and assessment of student learning. In the US, she served as Advertising
Division Head for the Association for Education in Journalism and Mass Communications and
she serves on the editorial boards for Journal of Advertising Education and Journalism and
Mass Communication Educator.