M: Advertising: 2024 Release ISE
1264595964
·
9781264595969
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 …
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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
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
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.? ?