Advertising Age: The Principles of Advertising and Marketing Communication at Work

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.

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.

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.

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.