M: Advertising: 2024 Release ISE （5TH）

Weigold, Michael/ Arens, William

McGraw-Hill Education（2024/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 480 p.
• 言語 ENG
• 商品コード 9781266851759
• DDC分類 659.1

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 through McGraw Hill Connect, M: Advertising is relevant and engaging for today's business students.   

Contents

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