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M - Advertising

ISBN-10: 0078028914
ISBN-13: 9780078028915
Edition: 2012
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  More...

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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: 2.838
Language: English

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 concepts. Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students. Connect assignments are provided to utilize the power of the web, making projects more fun for students and automatically grade materials to support instructors. M: Advertising also includes unmatched teaching support. Instructor's Supplements: Instructor's Resource CD (IRCD):This CD-ROM allows instructors to easily create their own custom presentation using resources like the instructor's manual, PowerPoint slides, and digital art from the text ISBN:0077480929

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

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