& O & ”) © O = O Cl = og QO. ® See — Principles & Practice Principles & Practice Eighth Edition Sandra Moriarty University of Colorado Nancy Mitchell University of Nebraska-Lincoln William Wells University of Minnesota PEARSON m Prentice ; Sey Pearson Education International AVP/Editor-in-Chief: David Parker VP/Director of Development: Steve Deitmer Development Editor: Trish Nealon AVP/Executive Editor: Melissa Sabella Project Manager: Melissa Pellerano Product Development, Editorial: Ashley Santora Assistant Editor, Media: Denise Vaughn Marketing Manager: Anne Fahlgren Marketing Assistant: Susan Osterlitz Senior Managing Editor: Judy Leale Associate Managing Editor: Suzanne DeWorken Permission Project Manager: Charles Morris Senior Operations Specialist: Arnold Vila Art Director: Steve Frim Interior Design: Yellow Dog Designs Cover Design: Steve Frim Director Image Resources Center: Melinda Petalli Manager, Rights and Permissions: Zina Arabia Manager, Visual Research: Beth Brenzel Manager, Cover Visual Research & Permissions: Karen Sanatar Photo Researcher: Keri Jean Miksza Composition: S4Carlisle Full-Service Project Management: S4Carlisle Printer/Binder: Quebecor World Versailles Typeface: Times Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text (or on page 657) Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A and other countries. Screen shots and icons reprinted with permission from the Microsoft Corporation. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. Copyright © 2009, 2006, 2003, 2000, 1998 by Pearson Education, Inc., Upper Saddle River, New Jersey, 07458. Pearson Prentice Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to: Rights and Permissions Department. Pearson Prentice Hall™ is a trademark of Pearson Education, Inc. Pearson® is a registered trademark of Pearson plc Prentice Hall® is a registered trademark of Pearson Education, Inc. Pearson Education Ltd., London Pearson Education Australia PTY, Limited Pearson Education Singapore, Pte. Ltd Pearson Education North Asia Ltd., Hong Kong Pearson Education, Canada, Inc. Pearson Educacién de Mexico, S.A. de C.V. Pearson Education-Japan Pearson Education Malaysia, Pte. Ltd. Pearson Education Upper Saddle River, New Jersey PEARSON me 10987654321 Bocce: ISBN-13: 978-0-13-500938-3 sev ISBN-10: 0-13-500938-3 This eighth edition of Advertising: Principles & Practices is dedicated . . . to the memory of my mother, Rachel, whose life journey is my inspiration Sandra Moriarty and in gratitude to my parents who gave me The Little Engine That Could when | was little. Nancy Mitchell 2 re , ~- ‘ Z . B ; ifiggs att Tne verliom vi ft i bywnitc ain 3 aaa vA > a : ' se - i wo pz t 1 yp Pl _ Mt gew:! | wimoan hp eal — aoo Le rs Ay = ~ oe —_~ = , ms ’ ah > i ie = ’ f ‘ i‘ti ty| is a \\A rata! Made A ima Y ‘ cap [eck e @ Wii) 7" a ow Eh Ata houeebe § Ki > ; arte Onbagiee Upee Oe = g ~ ’ : cn ) oe % | BRIEF CONTENTS PART 1 A PASSION FOR THE BUSINESS 1 Introduction to Advertising 50 2 Advertising’s Role in Marketing 78 3 Advertising and Society 110 PART 2 PRINCIPLE: STRATEGY IS CREATIVE, TOO 4 How Advertising Works 146 5 The Consumer Audience 174 6 Strategic Research 208 7 Strategic Planning 236 PART 3. PRACTICE: WHERE ARE MEDIA HEADING? 8 Media Basics and Print Media 270 9 Broadcast Media 300 10 Internet and Nontraditional Media 336 11 Media Planning and Buying 358 PART 4. PRINCIPLES: CREATIVITY AND BREAKTHROUGH ADVERTISING 12 The Creative Side and Message Strategy 396 13 Copywriting 432 14 Design and Production 462 PART 5 PRINCIPLES: HOW TO WIN THE BATTLE OF THE BUZZ 15 Direct-Response Marketing A96 16 Sales Promotion, Events, and Sponsorships 526 17 Public Relations 550 18 Special Advertising Campaigns 578 19 Evaluation of Effectiveness 606 Appendix 633 Glossary 639 Credits 657 Notes 661 Index 671 fiOD asa aL“y y 8 ge pfeaweT Hoa AICeAT A peiiyeves’s at, Nepean ray _ *pnlettoaba so eiving2 nde Gyiein ee i ; ‘Tad = | rT so fr T. Nie 1% ey, ere Ali : : — bie ooo wee » i = vj aco yigaaede ~ ; -_S ms 7 = ~ cole? miata 7 = inet AIG i 8A Be Ae , as a ai tl rs ‘hn cleat lah re | <- ee ‘ a Hide. TT ya avant oT righ bieitieniinle PF {QUGRHIMA Tar Cie. TTS UID 2 2m = ATTRA want’ ome tee @bie wyiieis) att ‘st | comayaeEF Key — solpator® Gre opie) SP US S28T 70 SITIAG ANT Oe tar am 21 MRE eliotn jarcacge ufl-zaqnitl av G2 DAG giha® grote eplac ervoltalafl sibyheet 4 ip ieepna ial bao g t : jeatroutraa¥3 tevn eta ; oF *