Advertising /
Michael F. Weigold, William F. Arens.
- Fourth edition.
- xiii, 458 pages : color illustrations, maps ; 28 cm
Previously published: Dubuque : McGraw-Hill Education, [2018] under title: M. Includes bibliographical references and index.
PART ONE: AN INTRODUCTION TO ADVERTISINGChapter 1: What Is Advertising? Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising PARTO TWO: UNDERSTANDING THE TARGET AUDIENCEChapter 4: Targeting and the Marketing Mix Chapter 5: Communication and Consumer Behavior PART THREE: THE PLANNING PROCESSChapter 6: Account Planning and Research Chapter 7: Marketing, Advertising, and IMC Planning PART FOUR: THE CREATIVE PROCESSChapter 8: Creating Ads: Strategy and Process Chapter 9: Creative Execution: Art and Copy PART FIVE: REACHING THE TARGET AUDIENCEChapter 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 ELEMENTSChapter 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
" Added an opening paragraph describing chapter coverage (in all chapters). A new vignette focused on Shakira's Activa ad. Updated the section that uses Coke to demonstrate the benefits of branding. Updated the timetable of advertising history. Simplified the historical eras to focus on five: early age, industrial age, golden age, postindustrial age, and global interactive age. Updated the references to Internet tools that enhance teamwork"--
9781260381894 9781260598223
2020043345
Advertising. Advertising--History. Advertising strategies. Branding. Internet tools for advertising. Media and communication in advertising.