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9780077508173

Connect 1-Semester Access Card for Contemporary Advertising

by ; ;
  • ISBN13:

    9780077508173

  • ISBN10:

    0077508173

  • Edition: 14th
  • Format: eBook
  • Copyright: 2012-09-29
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

Summary

NEW Connect Plus™ Marketing – McGraw-Hill reinvents the textbook learning experience for the modern student with Connect Plus Marketing. Connect’s seamless partnership with the text’s content allows instructors and students to go beyond the print world, and into the digital realm with complete confidence. Connect Plus provides all of the Connect Marketing features in addition to:
  • A media rich eBook that allows you to share your notes with students. Students can insert and review their own notes, highlight the text, search for specific information, interact with media resources.
(Please note that in order for a student to use Connect Plus, the instructor will need to provide a Connect website to register the code. If the instructor is not using Connect in their class, the student will not be able to use Connect Plus.)

Table of Contents

Part One: Advertising Perspectives

Chapter 1: Advertising Today?

Chapter 2: The Big Picture: The Evolution of IMC

Chapter 3: The Big Picture: Economic and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Local to Global

Part Two: Crafting Marketing and Advertising Strategies

Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7: Research: Gathering Information for Advertising Planning

Chapter 8: Marketing and Advertising Planning

Chapter 9: Planning Media Strategy: Disseminating the Message

Part Three: Creating Advertisements and Commercials

Chapter 10: Creative Strategy and the Creative Process

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Producing Ads for Print, Electronic, and Digital Media

Part Four: Using Advertising Media

Chapter 13: Using Print Media

Chapter 14: Using Electronic Media: Television and Radio

Chapter 15: Using Digital Interactive Media

Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five: Integrating Advertising with Other Elements of IMC

Chapter 17: Introducing Social Media

Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue Repositioning a Brand

Appendix A: Marketing Plan Outline

Appendix B: Advertising Plan Outline

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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