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M : Advertising (With Review Cards)

M : Advertising (With Review Cards) - 12 edition

ISBN13: 978-0078028915

Cover of M : Advertising (With Review Cards) 12 (ISBN 978-0078028915)
ISBN13: 978-0078028915
ISBN10: 0078028914
Cover type: Paperback
Edition/Copyright: 12
Publisher: McGraw-Hill Publishing Company
Published: 2012
International: No

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M : Advertising (With Review Cards) - 12 edition

ISBN13: 978-0078028915

William Arens

ISBN13: 978-0078028915
ISBN10: 0078028914
Cover type: Paperback
Edition/Copyright: 12
Publisher: McGraw-Hill Publishing Company

Published: 2012
International: No
Summary

Overview:M: Advertisingis the newest principles addition to the McGraw-Hill M series of texts, and 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 (both print and online) 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.
-Connect assignments are provided to utilize the power of the web, making projects more fun for students and automatically grade materials to support instructors.
-M: Advertising also includes unmatched teaching support.

Table of Contents

Table of Contents Part 1: An Introduction to Advertising Ch. 1: The Evolution of Advertising Ch. 2: The Economic, Social, and Regulatory Aspects of Advertising Ch. 3: The Business of Advertising Part 2: Understanding the Target Audience Ch. 4: Segmentation, Targeting, and the Marketing Mix Ch. 5: Communication and Consumer Behavior Part 3: The Planning Process Ch. 6: Account Planning and Research Ch. 7: Marketing, Advertising and IMC Planning Part 4: The Creative Process Ch. 8: Creating Ads: Strategy and Process Ch. 9: Creative Execution: Art and Copy Ch. 10: Producing Ads Part 5: Reaching the Target Audience Ch. 11: Print Advertising Ch. 12: Electronic Media: Television and Radio Ch. 13: Digital Interactive Media Ch. 14: Out-of-Home, Direct Mail, and Specialty Advertising Part 6: Integrating Marketing Communications Elements Ch. 15: Media Planning and Buying Ch. 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Ch. 17: IMC: Public Relations, Sponsorship, and Corporate Advertising

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