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M: Advertising
M: Advertising

M: Advertising, 4th Edition

ISBN10: 1260381897 | ISBN13: 9781260381894
By William Arens, Michael Weigold, David Schaefer and Christian Arens

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* 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.

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M: Advertising examines advertising from the perspective of the advertiser as well as the specialists who create advertising.  M: Advertising takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves in a highly visual, condensed, engaging format.  Supported by a robust digital Connect Advertising offer, M is relevant, engaging, and cost-effective for today’s business students. 

PART ONE: AN INTRODUCTION TO ADVERTISING
Chapter 1: What Is Advertising? 
Chapter 2: The Environment of Advertising 
Chapter 3: The Business of Advertising 
PARTO TWO: UNDERSTANDING THE TARGET AUDIENCE
Chapter 4: Targeting and the Marketing Mix 
Chapter 5: Communication and Consumer Behavior 
PART THREE: THE PLANNING PROCESS
Chapter 6: Account Planning and Research 
Chapter 7: Marketing, Advertising, and IMC Planning 
PART FOUR: THE CREATIVE PROCESS
Chapter 8: Creating Ads: Strategy and Process 
Chapter 9: Creative Execution: Art and Copy 
PART FIVE: REACHING THE TARGET AUDIENCE
Chapter 10: Print Media 
Chapter 11: Audio and Video Media 
Chapter 12: Digital Interactive Media 
Chapter 13: Out-of-Home, Direct-Mail, and Promotional Product advertising 
PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
Chapter 14: Media Planning and Buying 
Chapter 15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 
Chapter 16 IMC: Public Relations, Sponsorship, and Corporate Advertising 
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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 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. 

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, NASA, and many local clients.

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