Loose Leaf Contemporary Advertising https://www.mheducation.com/cover-images/Jpeg_400-high/1259548155.jpeg 15 9781259548154
Loose Leaf Contemporary Advertising

Loose Leaf Contemporary Advertising

15th Edition
By William Arens and Michael Weigold and Christian Arens
ISBN10: 1259548155
ISBN13: 9781259548154
Copyright: 2017
Product Details +
Read more +
09781259548154

Purchase Options

Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards.

Loose-Leaf Purchase

  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

What are my shipping options?


ISBN10: 1259548155 | ISBN13: 9781259548154

Purchase

$170.67

Connect

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Connect may be assigned as part of your grade. Check with your instructor to see if Connect is used in your course.

See how Connect works >


ISBN10: 1259737853 | ISBN13: 9781259737855

6 Month

$125.00

Connect + Loose Leaf

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

See how Connect works >

What are my shipping options?


ISBN10: 1259896625 | ISBN13: 9781259896620

Purchase

$193.00

The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Part One: What are Advertising and Integrated Marketing Communications?

Chapter 1: Advertising and IMC Today

Chapter 2: The Big Picture: The Evolution of Advertising and IMC

Chapter 3: The Big Picture: Economic and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Local to Global


Part Two: Planning the Campaign

Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Chapter 7: Research: Gathering Information for IMC Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy: Disseminating the Message

Chapter 10: Creative Strategy and the Creative Process


Part Three: Executing and Evaluating the Campaign

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Print, Electronic, and Digital Media Production

Chapter 13: Using Print Media

Chapter 14: Using Electronic Media: Television and Radio

Chapter 15: Using Digital Interactive Media

Chapter 16: Social Media

Chapter 17: Using Out-of-Home, Exhibitive, and Supplementary Media

Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue: Repositioning a Brand

Appendix A: Marketing Plan Outline

Appendix B: Advertising Plan Outline

About the Author

William Arens

Michael Weigold

Michael F. Weigold is Associate Dean for Undergraduate Affairs and Professor of Advertising at the University of Florida.  He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory.

Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. In 2004, he was named the College's Teacher of the Year.

He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA.

Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, Brown & Williamson, NASA, and many local clients.

Christian Arens

Christian Arens brings more than 15 years of theoretical and practical business, advertising and marketing experience. He has served in such positions as Partner at Catalyst S+F, President at MindTime Technologies, VP/Digital Strategy at DraftFCB and VP Group Media Director at Carat Interactive. In his advertising days, Chris worked on such clients as Motorola, RadioShack, Amazon.com, Electronic Arts, EarthLink, AT&T, Taco Bell, Levi's, MLB.com, AAA,  Microsoft, Avaya, Progressive insurance and more. Successful in starting and helping to raise capital for companies, who he continues to advise in business strategy, revenue/channel development, marketing, advertising and fundraising. Chris is also an active leader in the digital advertising community, frequently speaking at industry events.

Connect

By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.

Learn More


SmartBook

Available within Connect, SmartBook actively tailors content to the individual student- The more a student interacts with SmartBook, the better it gets to know what they know and what they don’t know, helping students to maximize study time. By providing students with a safe place to make mistakes, showing them the areas they need to work on most, and by giving them consistent, personalized feedback at the exact moment they need it, SmartBook helps them to bridge their knowledge gaps and come to class prepared.

Learn More

Connect Reporting

View complete, at-a-glance reports for individual students or the whole class. Generate powerful data related to student performance across learning outcomes, specific topics, level of difficulty and more. Additionally, you can compare student performance in different sections of the course.

Learn More

LMS Integration

With a single point of access, Connect seamlessly integrates with every learning management system on the market today. Quickly access registration, attendance, assignments, grades, and course resources in real time in one, familiar location.

Implementation and digital support

We provide self-directed resources, local, on campus training, and live webinar sessions, to get you up and running in a way that works for you, and to help you get the most out of Connect. We maintain a technical support team available to both instructors and students for any questions that might arise while using Connect.

Learn More

Accessibility Rubric

Creating accessible products is a priority for McGraw-Hill. We have put in place processes to make accessibility and meeting the WCAG AA guidelines part of our day-to-day development efforts and product roadmaps.

Please review our accessibility information for this specific product.

In future editions, this rubric will be reformatted to increase accessibility and usability.

McGraw-Hill sites may contain links to websites owned and operated by third parties. These links are provided as supplementary materials, and for learners’ information and convenience only. McGraw-Hill has no control over and is not responsible for the content or accessibility of any linked website.

For further information on McGraw‐Hill and Accessibility, please visit our accessibility page or contact us at accessibility@mheducation.com