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M: Advertising

ISBN: 9780078028915 | 0078028914
Edition: 1st
Format: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/3/2011

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SummaryTable of Contents
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 ... MORE

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

... MORE

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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