M: Advertising3rd Edition
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
Find out more about our affordable course material programs.
Reduce course material costs for your students while still providing full access to everything they need to be successful. It isn't too good to be true - it's Inclusive Access.
When your students still want a book but don't want to keep it, McGraw-Hill's Textbook Rental program provides students with our latest editions at our most affordable hardcover prices.
Want more information?
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.Learn More
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.
spotlight the most critical social questions facing marketers today, cultivating sensitivity needed for students face new and challenging ethical issues.
How to Access Instructor Tools for your Course
- To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page).
- Then, under "Find a Title," you'll search by title, author or subject.
- Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance)
- Then go to your Connect course homepage.
- In the top navigation, select library to access the instructor resources that accompany the title.