M: Advertising https://www.mheducation.com/cover-images/Jpeg_400-high/1259815943.jpeg 3 9781259815942 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.
M: Advertising

M: Advertising

3rd Edition
By William Arens and Michael Weigold
ISBN10: 1259815943
ISBN13: 9781259815942
Copyright: 2018
Product Details +
09781259815942

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ISBN10: 1260152014 | ISBN13: 9781260152012

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ISBN10: 1259900096 | ISBN13: 9781259900099

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Program Details

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    

About the Author

William Arens

William Arens (deceased), spent his entire career in the advertising business, and after 35 years in the field he had literally done it all.  As an undergraduate at Berkeley, he worked part-time as a media rep for the San Francisco radio station, at the University of Paris he held a position at The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media.

Within a few years, he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency, where he rapidly rose to become the manager of their branch office in San Diego.

An entrepreneur at heart, Mr. Arens soon left that position to form his own agency with a partner, where he was both Principal and the Chief Creative Officer.  Specializing in business-to-business and financial accounts, that agency grew in stature and reputation over the years, accumulating many awards for creative excellence.

In 1975, he formed William F. Arens and Associates and began focusing on both national and international accounts.  In 1982, he formed one of the early Hispanic agencies, Arens & Guiterrez, as a joint venture between his agency and one of the largest in Mexico.  Working with mainstream American Agencies, A&G created Spanish-language advertising for blue chip advertisers including McDonald's, General Mills, Sav-On Drug-stores, and the California Lottery.

In 1989, Mr. Arens jumped to the client side when be bought a chain of quick-lube stores in San Diego.  As Chief Marketing Officer, Mr. Arens was responsible for all the firm's advertising and promotion.  He over-saw the company's growth in daily revenue as it doubled and then tripled.

At the end of his career, Mr. Arens was President of Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.

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.

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SmartBook

For instructors looking for more time to discuss cases and current happenings in service marketing, the auto-graded SmartBook ensures foundational content coverage before students come to class. SmartBook personalizes content to meet each learner, maximizing the time students spend preparing for class while also drastically reducing the time instructors spend on class preparation and grading.

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Application Exercises in Connect®

include video cases, case analyses, click and drag exercises, and more to challenge students to apply advertising concepts to real-life cases and scenarios.

Takes students beyond theory to learn about roles within the advertising industry

and challenges them to consider which ones they might one day play themselves.

Chapter opening vignettes

updated throughout, featuring new vignettes for the award-winning Budweiser Super Bowl ad campaign, "Lost Dog," the plight of newspapers, and the "Dumb Ways to Die" campaign, described as "one of the best" of the 21st century


New “My Ad Campaign”

features help students develop real ad campaigns throughout the semester.

“Ethical Issues”

spotlight the most critical social questions facing marketers today, cultivating sensitivity needed for students face new and challenging ethical issues.

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