3 Review(s)

Each chapter opens with a story about an advertising campaign that has been recognized as effective. These stories are EFFIE award-winning works recognized by The American Marketing Association, the Direct Marketing Association's Echo Awards, the Public Relations Society of America's Silver Anvil, and the Sales Promotion Association's Reggie Awards as outstanding examples of effectiveness. Salient Features Students learn best by example. These cases provide colorful, real examples that model great advertising campaigns that have proven effectiveness. Goes beyond just highlighting an effective advertisement in the opening case by providing analysis that points out what specifically about the campaign's effectiveness won it an award. This provides a nice conclusion to the chapter. To really understand what effective advertising is and how it is done, you have to do it yourself. Suggested Class Projects at the end of each chapter allows students to work together in teams as advertisers do.