M - Advertising

Name: M - Advertising
Price: 6.13 USD
Availability: InStock
ISBN: 9780078028915

ISBN-10: 0078028914

ISBN-13: 9780078028915

Edition: 2012

Authors: William Arens, Christian Arens, Michael Weigold, David Schaefer

List price: $83.67

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Description:

Overview: M: Advertisingis the newest principles addition to the McGraw-Hill M series of texts, and 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 (both print and online) to help them review for tests and apply chapter…

Book details

List price: $83.67
Copyright year: 2012
Publisher: McGraw-Hill Higher Education
Publication date: 2/3/2011
Binding: Paperback
Pages: 512
Size: 8.75" wide x 10.50" long x 0.65" tall
Weight: 3.102
Language: English




An Introduction to Advertising



The Evolution of Advertising



The Economic, Social, and Regulatory Aspects of Advertising



The Business of Advertising



Understanding the Target Audience



Segmentation, Targeting, and the Marketing Mix



Communication and Consumer Behavior



The Planning Process



Account Planning and Research



Marketing, Advertising and IMC Planning



The Creative Process



Creating Ads: Strategy and Process



Creative Execution: Art and Copy



Producing Ads



Reaching the Target Audience



Print Advertising



Electronic Media: Television and Radio



Digital Interactive Media



Out-of-Home, Direct Mail, and Specialty Advertising



Integrating Marketing Communications Elements



Media Planning and Buying



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



IMC: Public Relations, Sponsorship, and Corporate Advertising