M: Advertising

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. Instructor's Supplements: Instructor's Resource CD (IRCD):This CD-ROM allows instructors to easily create their own custom presentation using resources like the instructor's manual, PowerPoint slides, and digital art from the text ISBN:0077480929

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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Summary

Table of Contents

Supplemental Materials