For introductory courses in advertising.
An accessible, well-written, and student-friendly approach to advertising.
Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience—for you and your students. Here’s how:
- Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
- Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication–multi-platform, as well as multimedia– and the discussion is embedded seamlessly throughout the book.
- Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.
Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958.
MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
PART 1 Principle: Back to Basics
1 Advertising 4
2 Brand Communication 32
3 Brand Communication and Society 58
PART 2 Principle: Be True to Thy Brand–and Thy Consumer
4 How Brand Communication Works 90
5 Segmenting and Targeting the Audience 122
6 Strategic Research 150
7 Strategic Planning 176
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age
8 The Creative Side 208
9 Promotional Writing 238
10 Visual Communication 270
PART 4 Principle: Media in a World of Change
11 Media Basics 304
12 Paid Media 332
13 Owned, Interactive, and Earned Media 368
14 Media Planning and Negotiation 402
PART 5 Principle: IMC and Total Communication
15 Public Relations 442
16 Direct Response 468
17 Promotions 500
18 The Principles and Practice of IMC 528
19 Evaluating IMC Effectiveness 558