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Full Description
Mmind. 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.
Contents
Part 1Advertising Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising Part 2: Understanding the Target AudienceChapter 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 ProcessChapter 8: Creating Ads: Strategy and Process Chapter 9: Creative Execution: Art and Copy Part 5: Reaching the Target AudienceChapter 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)NER(01): WOW
