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Advertising / William F. Arens, David H. Schaefer and Michael F. Weigold

By: Arens, William F [author]Contributor(s): Schaefer, David H [co-author] | Weigold, Michael F [co-author]Material type: Text

TextPublication details: New York, NY : McGraw-Hill Irwin, c2015Edition: 2nd EditionDescription: xvi, 463 pages : illustrations ; 28 cmISBN: 9780078028960Subject(s): ADVERTISINGLOC classification: HF 5821 .A74 2015

Contents:

Part 1: An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Part 2: Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Part 3: The planning process -- Account planning and research -- Marketing, advertising and IMC planning -- Part 4: The creative process -- Creating ads : strategy and process -- Creative execution : art and copy -- Part 5: Reaching the target audience -- Print advertising -- Broadcast, cable and satellite media ; Television and Radio -- Digital interactive media -- Out-of-home, direct mail, and promotional products -- Part 6: Integrating marketing communications elements -- Media planning and buying -- IMC : direct marketing, personal selling, packaging, and sales promotion -- IMC : public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in Connect and through Create)

Summary: 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.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5821 .A74 2015 (Browse shelf (Opens below))	c.1	Available		NULIB000009637

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Previous	GC HF 5718 K84 1996 c.1 Effective communication in business /	GC HF 5718 .L63 2007 Business communication building critical skills /	GC HF 5718 .R46 2015 Business communication /	GC HF 5821 .A74 2015 Advertising /	GC HF 5821 .O48 2012 c.1 Advertising and integrated brand promotion /	GC HF 5821 .O48 2012 c.2 Advertising and integrated brand promotion /	GC HF 5821 .O48 2012 c.3 Advertising and integrated brand promotion /	Next

Includes index.

Part 1: An introduction to advertising --
The evolution of advertising --
The environment of advertising --
The business of advertising --
Part 2: Understanding the target audience --
Segmentation, targeting, and the marketing mix --
Communication and consumer behavior --
Part 3: The planning process --
Account planning and research --
Marketing, advertising and IMC planning --
Part 4: The creative process --
Creating ads : strategy and process --
Creative execution : art and copy --
Part 5: Reaching the target audience --
Print advertising --
Broadcast, cable and satellite media ; Television and Radio --
Digital interactive media --
Out-of-home, direct mail, and promotional products --
Part 6: Integrating marketing communications elements --
Media planning and buying --
IMC : direct marketing, personal selling, packaging, and sales promotion --
IMC : public relations, sponsorship, and corporate advertising --
Bonus chapter producing ads (available in Connect and through Create)

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.

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