9780078028960

M: Advertising

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  • ISBN13:

    9780078028960

  • ISBN10:

    0078028965

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 4/9/2014
  • Publisher: McGraw-Hill Education
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Summary

M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's “real life.“ This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
  • Students receive a cost - effective, easy to read, focused text complete with study resources to help them review for tests and apply chapter concepts.
  • Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students.
  • McGraw-Hill Connect assignments are provided to utilise the power of the web, providing application of concepts for students and automatically grade materials to support instructors.
  • Table of Contents

    Part 1: An Introduction to Advertising

    Chapter 1: The Evolution of Advertising

    Chapter 2: The Environment of Advertising

    Chapter 3: The Business of Advertising

    Part 2: Understanding the Target Audience

    Chapter 4: Segmentation, Targeting, and the Marketing Mix

    Chapter 5: Communication and Consumer Behavior

    Part 3: The Planning Process

    Chapter 6: Account Planning and Research

    Chapter 7: Marketing, Advertising and IMC Planning

    Part 4: The Creative Process

    Chapter 8: Creating Ads: Strategy and Process

    Chapter 9: Creative Execution: Art and Copy

    Part 5: Reaching the Target Audience

    Chapter 10: Print Advertising

    Chapter 11: Broadcast, Cable and Satellite Media

    Chapter 12: Digital Interactive Media

    Chapter 13: Out-of-Home, Direct Mail, and Promotional Products

    Part 6: Integrating Marketing Communications Elements

    Chapter 14: Media Planning and Buying

    Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

    Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising

    Bonus Chapter: Producing Ads (Available via Create)

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