Overview
Main description
Overview: M: Advertising is the newest principles addition to the McGraw-Hill M series of texts, and was created with students’ and professors’ needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s “real life.” This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
•Students receive a cost-effective, easy to read, focused text complete with study resources (both print and online) to help them review for tests and apply chapter concepts.
•Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students.
•Connect assignments are provided to utilize the power of the web, making projects more fun for students and automatically grade materials to support instructors.
•M: Advertising also includes unmatched teaching support.
Table of contents
Part 1: An Introduction to AdvertisingCh. 1: The Evolution of AdvertisingCh. 2: The Economic, Social, and Regulatory Aspects of AdvertisingCh. 3: The Business of AdvertisingPart 2: Understanding the Target AudienceCh. 4: Segmentation, Targeting, and the Marketing Mix Ch. 5: Communication and Consumer BehaviorPart 3: The Planning ProcessCh. 6: Account Planning and ResearchCh. 7: Marketing, Advertising and IMC PlanningPart 4: The Creative ProcessCh. 8: Creating Ads: Strategy and ProcessCh. 9: Creative Execution: Art and CopyCh. 10: Producing AdsPart 5: Reaching the Target AudienceCh. 11: Print AdvertisingCh. 12: Electronic Media: Television and RadioCh. 13: Digital Interactive MediaCh. 14: Out-of-Home, Direct Mail, and Specialty AdvertisingPart 6: Integrating Marketing Communications Elements Ch. 15: Media Planning and BuyingCh. 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales PromotionCh. 17: IMC: Public Relations, Sponsorship, and Corporate Advertising
