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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 utilize 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)