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M: Advertising ISE

Autor William Arens, Michael Weigold
en Limba Engleză Paperback – 28 apr 2021
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 Connect Advertising offer, M is relevant, engaging, and cost-effective for today’s business students. 
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Specificații

ISBN-13: 9781260598223
ISBN-10: 1260598225
Pagini: 482
Dimensiuni: 216 x 269 x 18 mm
Greutate: 0.85 kg
Ediția:4
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States

Cuprins

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