M - Advertising
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 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
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $83.67
Copyright year: 2012
Publisher: McGraw-Hill Higher Education
Publication date: 2/3/2011
Size: 8.75" wide x 10.50" long x 0.65" tall
|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|
|Reaching the Target Audience|
|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|