Advertising Principles: An Introduction to Advertising Customized for the University of Tennessee

Advertising Principles delivers a foundational and forward-thinking approach to understanding what makes advertising effective in today’s dynamic media landscape. This customized edition, adapted from Insights, Strategy & Creative: An Introduction to Great Advertising, is tailored to provide students and instructors with a focused and practical guide to the core components of successful advertising. This comprehensive text explores essential topics including the purpose and power of advertising, agency structure, the creative process, media planning, and marketing strategy. Each chapter is designed to help students think critically about the role advertising plays in business and culture, and how strategic insights translate into powerful creative work. 

With a balance of theory and real-world application, the book emphasizes not only how advertising works—but why it works. Students are introduced to the collaborative nature of the agency environment and the critical thinking behind creative development and media strategy.