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Full Description
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 Connect Advertising offer, M is relevant, engaging, and cost-effective for today's business students.
Contents
PART ONE: AN INTRODUCTION TO ADVERTISING
Chapter 1: What Is Advertising?
Chapter 2: The Environment of Advertising
Chapter 3: The Business of Advertising
PARTO TWO: UNDERSTANDING THE TARGET AUDIENCE
Chapter 4: Targeting and the Marketing Mix
Chapter 5: Communication and Consumer Behavior
PART THREE: THE PLANNING PROCESS
Chapter 6: Account Planning and Research
Chapter 7: Marketing, Advertising, and IMC Planning
PART FOUR: THE CREATIVE PROCESS
Chapter 8: Creating Ads: Strategy and Process
Chapter 9: Creative Execution: Art and Copy
PART FIVE: REACHING THE TARGET AUDIENCE
Chapter 10: Print Media
Chapter 11: Audio and Video Media
Chapter 12: Digital Interactive Media
Chapter 13: Out-of-Home, Direct-Mail, and Promotional Product advertising
PART SIX: 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
