Cantitate/Preț
Produs

M: Advertising: 2024 Release ISE

Autor Michael Weigold, William Arens
en Limba Engleză Paperback – 26 feb 2024
M: Advertising examines advertising from the perspective of the advertiser as well as the specialists who create advertising. M: Advertising takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves in a highly visual, condensed, engaging format. Supported by a robust digital through McGraw Hill Connect, M: Advertising is relevant and engaging for today’s business students.
Citește tot Restrânge

Preț: 32737 lei

Preț vechi: 43976 lei
-26% Nou

Puncte Express: 491

Preț estimativ în valută:
6265 6570$ 5224£

Carte disponibilă

Livrare economică 19-25 decembrie

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9781266851759
ISBN-10: 1266851755
Pagini: 480
Ediția:5
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States

Cuprins

PART ONE: AN INTRODUCTION TO ADVERTISING
1 What Is Advertising?
2 The Environment of Advertising 
3 The Business of Advertising

PART TWO: UNDERSTANDING THE TARGET AUDIENCE 
4 Targeting and the Marketing Mix
5 Communication and Consumer Behavior 

PART THREE: THE PLANNING PROCESS 
6 Account Planning and Research 
7 Marketing, Advertising, and IMC Planning 

PART FOUR: THE CREATIVE PROCESS 
8 Creating Ads: Strategy and Process
9 Creative Execution: Art and Copy

PART FIVE: REACHING THE TARGET AUDIENCE 
10 Print Media 
11 Audio and Video Media
12 Digital Interactive Media 
13 Out-of-Home, Direct-Mail, and Promotional Product Advertising 

PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 
16 IMC: Public Relations, Sponsorship, and Corporate Advertising