(eBook PDF) M Advertising 3rd Edition by William Arens – Digital Ebook – Instant Delivery Download’
Product details:
- Paperback : 480 pages
- ISBN-10 : 1259815943
- ISBN-13 : 978-1259815942
- Author: William Arens , Michael Weigold
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.
Table contents:
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
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