MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherMcgraw-Hill Education
ISBN-101264058551
ISBN-139781264058556
eBay Product ID (ePID)27050092986
Product Key Features
Number of Pages480 Pages
LanguageEnglish
Publication NameLoose Leaf for M: Advertising
SubjectAdvertising & Promotion
Publication Year2021
TypeTextbook
AuthorChristian Arens, David H. Schäfer, William F. Arens, Michael F. Weigold
Subject AreaBusiness & Economics
FormatRingbound
Dimensions
Item Weight31.1 Oz
Additional Product Features
Edition Number4
Intended AudienceCollege Audience
Grade FromCollege Freshman
Grade ToCollege Graduate Student
Table Of ContentPART 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
SynopsisM: 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.
