M: Advertising 3rd Edition, (Ebook PDF)

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Product details:

• ISBN-10 ‏ : ‎ 1259815943
• ISBN-13 ‏ : ‎ 978-1259815942
• Author: William Arens (Author), Michael Weigold (Author)

M: Advertising examines advertising from the inside, from the perspective of the advertiser (the client) and the specialists who create advertising, the ad agency. This lively program takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves.

Table of contents:

part one: AN INTRODUCTION TO ADVERTISING

1 The Evolution of 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 Advertising

11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio

12 Digital Interactive Media

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

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

Title tag

Expand Your Advertising Knowledge with M: Advertising 3rd Edition
Explore the Latest Techniques in M: Advertising 3rd Edition
Enhance Your Marketing Skills with M: Advertising 3rd Edition