Connect 1-Semester Access Card for M: Advertising

by Arens, William; Arens, Christian; Weigold, Michael; Schaefer, David

• ISBN13: 9780077508043
• ISBN10: 0077508041
• Edition: 2nd
• Format: eBook
• Copyright: 2014-05-13
• Publisher: McGraw-Hill Education

Summary

McGraw-Hill ConnectPlus is a digital teaching and learning environment with a fully interactive eBook that saves students and instructors time while improving performance over a variety of critical outcomes. Connect Plus offers rich content, abundant assignment types, and flexible policy options along with powerful study tools that adapt to individual student understanding and need. ConnectPlus can generate a number of powerful reports that let you quickly review the performance of an individual student or an entire class.

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)