M: Advertising

M: Advertising 2e 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 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.

Part 1: An Introduction to Advertising

Chapter 1: The Evolution of Advertising

Chapter 2: The Environment of Advertising

Chapter 3: The Business of Advertising

Part 2: Understanding the Target Audience

Chapter 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 Process

Chapter 8: Creating Ads: Strategy and Process

Chapter 9: Creative Execution: Art and Copy

Part 5: Reaching the Target Audience

Chapter 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)

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Summary

Table of Contents

Supplemental Materials