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

By: Contributor(s): Material type: TextTextPublication details: New York, NY : McGraw Hill Education, c2015Edition: 2nd EditionDescription: xvi, 463 pages : illustrations ; 28 cmISBN:
  • 9780078028960
Subject(s): LOC 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II General Circulation Gen. Ed. - CBA GC HF 5821 .A74 2015 (Browse shelf(Opens below)) c.1 Available NULIB000009637
Browsing LRC - Annex II shelves, Shelving location: General Circulation, Collection: Gen. Ed. - CBA Close shelf browser (Hides shelf browser)
GC HF 5718 .A54 2007 Business communication design: creativity, strategies, and solutions / 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 /

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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