M: Advertising - Brossura

Arens, William; Schaefer, David; Arens, Christian; Weigold, Michael

Brossura

ISBN 10: 0078028965 ISBN 13: 9780078028960

Casa editrice: McGraw-Hill Education, 2014

Riassunto

M: Advertising 2e 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 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.

McGraw-Hill Connect assignments are provided to utilise the power of the web, providing application of concepts for students and automatically grade materials to support instructors.

Su questo libro

L'autore:

Christian Arens brings more than 15 years of theoretical and practical business, advertising and marketing experience. He has served in such positions as Partner at Catalyst S+F, President at MindTime Technologies, VP/Digital Strategy at DraftFCB and VP Group Media Director at Carat Interactive. In his advertising days, Chris worked on such clients as Motorola, RadioShack, Amazon.com, Electronic Arts, EarthLink, AT&T, Taco Bell, Levi's, MLB.com, AAA,  Microsoft, Avaya, Progressive insurance and more. Successful in starting and helping to raise capital for companies, who he continues to advise in business strategy, revenue/channel development, marketing, advertising and fundraising. Chris is also an active leader in the digital advertising community, frequently speaking at industry events.

Contenuti:

Part 1: An Introduction to Advertising

Chapter 1: The Evolution of Advertising

Chapter 2: The Environment of Advertising

Chapter 3: The Business of Advertising

Part 2: Understanding the Target Audience

Chapter 4: Segmentation, Targeting, and the Marketing Mix

Chapter 5: Communication and Consumer Behavior

Part 3: The Planning Process

Chapter 6: Account Planning and Research

Chapter 7: Marketing, Advertising and IMC Planning

Part 4: The Creative Process

Chapter 8: Creating Ads: Strategy and Process

Chapter 9: Creative Execution: Art and Copy

Part 5: Reaching the Target Audience

Chapter 10: Print Advertising

Chapter 11: Broadcast, Cable and Satellite Media

Chapter 12: Digital Interactive Media

Chapter 13: Out-of-Home, Direct Mail, and Promotional Products

Part 6: 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

Bonus Chapter: Producing Ads (Available via Create)

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2014
• ISBN 10: 0078028965
• ISBN 13: 9780078028960
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 463