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

M: Advertising

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

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 prices.

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

See how Connect works >


6 Month

$90.00

eBook Options

  • Easily highlight, take notes and search in your eBook
  • Anywhere, anytime access from all connect devices


Rent (180 Day)

$50.00


or

Purchase

$80.00

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: AN INTRODUCTION TO ADVERTISING
1 The Evolution of Advertising    2
2 The Environment of Advertising    26
3 The Business of Advertising    56

part two: UNDERSTANDING THE TARGET AUDIENCE

4 Targeting and the Marketing Mix    86
5 Communication and Consumer Behavior    116

part three: THE PLANNING PROCESS

6 Account Planning and Research    142
7 Marketing, Advertising, and IMC Planning    166

part four: THE CREATIVE PROCESS

8 Creating Ads: Strategy and Process    190
9 Creative Execution: Art and Copy    212

part five: REACHING THE TARGET AUDIENCE

10 Print Advertising    240
11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio    264
12 Digital Interactive Media    290
13 Out-of-Home, Direct-Mail, and Promotional Products    312

part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying    336
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion    362
16 IMC: Public Relations, Sponsorship, and Corporate Advertising    392