9781264058556

Loose Leaf for M: ADVERTISING

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  • ISBN13:

    9781264058556

  • ISBN10:

    1264058551

  • Edition: 4th
  • Format: Loose-leaf
  • Copyright: 2021-02-04
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

Table of Contents

PART ONE: AN INTRODUCTION TO ADVERTISING
Chapter 1: What Is Advertising? 
Chapter 2: The Environment of Advertising 
Chapter 3: The Business of Advertising 
PARTO TWO: UNDERSTANDING THE TARGET AUDIENCE
Chapter 4: Targeting and the Marketing Mix 
Chapter 5: Communication and Consumer Behavior 
PART THREE: THE PLANNING PROCESS
Chapter 6: Account Planning and Research 
Chapter 7: Marketing, Advertising, and IMC Planning 
PART FOUR: THE CREATIVE PROCESS
Chapter 8: Creating Ads: Strategy and Process 
Chapter 9: Creative Execution: Art and Copy 
PART FIVE: REACHING THE TARGET AUDIENCE
Chapter 10: Print Media 
Chapter 11: Audio and Video Media 
Chapter 12: Digital Interactive Media 
Chapter 13: Out-of-Home, Direct-Mail, and Promotional Product advertising 
PART SIX: 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 

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