Michael Weigold,
William Arens
McGraw-Hill Education
5e druk, 2024
9781266851759
M: Advertising: 2024 Release ISE
Specificaties
Paperback, blz.
|
Engels
McGraw-Hill Education |
5e druk, 2024
ISBN13: 9781266851759
Rubricering
Levertijd ongeveer 10 werkdagen
Samenvatting
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.
Specificaties
Inhoudsopgave
PART ONE: AN INTRODUCTION TO ADVERTISING<br>1 What Is Advertising?<br>2 The Environment of Advertising <br>3 The Business of Advertising<br><br>PART TWO: UNDERSTANDING THE TARGET AUDIENCE <br>4 Targeting and the Marketing Mix<br>5 Communication and Consumer Behavior <br><br>PART THREE: THE PLANNING PROCESS <br>6 Account Planning and Research <br>7 Marketing, Advertising, and IMC Planning <br><br>PART FOUR: THE CREATIVE PROCESS <br>8 Creating Ads: Strategy and Process<br>9 Creative Execution: Art and Copy<br><br>PART FIVE: REACHING THE TARGET AUDIENCE <br>10 Print Media <br>11 Audio and Video Media<br>12 Digital Interactive Media <br>13 Out-of-Home, Direct-Mail, and Promotional Product Advertising <br><br>PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS<br>14 Media Planning and Buying<br>15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion <br>16 IMC: Public Relations, Sponsorship, and Corporate Advertising <br><br><br><br><br><br>