M: Advertising - Paperback By Arens, William - Acceptable

The Old School Vintage Vault
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Last updated on May 14, 2025 02:43:36 MYTView all revisionsView all revisions

Item specifics

Condition
Acceptable: A book with obvious wear. May have some damage to the cover but integrity still intact. ...
ISBN
9781259815942
Category

About this product

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
1259815943
ISBN-13
9781259815942
eBay Product ID (ePID)
234341329

Product Key Features

Number of Pages
480 Pages
Language
English
Publication Name
M: Advertising
Subject
Advertising & Promotion
Publication Year
2017
Type
Textbook
Author
William Arens, Michael F. Weigold
Subject Area
Business & Economics
Format
Trade Paperback

Dimensions

Item Height
0.6 in
Item Weight
30.2 Oz
Item Length
10.8 in
Item Width
9.1 in

Additional Product Features

Edition Number
3
Intended Audience
College Audience
LCCN
2016-052117
Grade From
College Freshman
Illustrated
Yes
Grade To
College Graduate Student
Table Of Content
part one: AN INTRODUCTION TO ADVERTISING 1 The Evolution of 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 Advertising 11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 12 Digital Interactive Media 13 Out-of-Home, Direct-Mail, and Promotional Products 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
Synopsis
M: Advertising examines advertising from the inside, from the perspective of the advertiser (the client) and the specialists who create advertising, the ad agency. This lively program takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves.
LC Classification Number
HF5821.M13 2017

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