This sixth edition of Advertising: Principles and Practice brings to fruition a shift in focus started in the previous edition. Looking at the advertising landscape, what strikes us is the prevalence of accountability. While advertising agencies never had the power to ignore the client, they have not been held to such standards measurement tools to bring this gold of accountability to life.

So advertising has reached a stage where the memorable ad or jingle is no longer enough. It may not sell the product or build market share. It may not be effective advertising, as defined by the goals of the client.

The problem with making advertising effectiveness a hallmark of an advertising book is that it is so difficult to show. Advertising agencies have always been very guarded about goals and measures. In this situation, how does one accurately portray what advertising effectiveness is and how it can be measured?

Part 1 Advertising Foundations And Environment
Part 2 Advertising Background, Planning, And Strategy
Part 3 Advertising Media
Part 4 Creative Advertising
Part 5 Integrating Marketing Communication Elements