Advertising / William F. Arens, David H. Schaefer, Michael Weigold.

Includes bibliographical references (pages 418-432) and index.

Part 1: An introduction to advertising. The evolution of advertising ; The environment of advertising ; The business of advertising -- Part 2: Understanding the target audience. Segmentation, targeting, and the marketing mix ; Communication and consumer behavior -- Part 3: The planning process. Account planning and research ; Marketing, advertising and IMC planning -- Part 4: The creative process. Creating ads : strategy and process ; Creative execution : art and copy -- Part 5: Reaching the target audience. Print advertising ; Broadcast, cable and satellite media ; Digital interactive media ; Out-of-home, direct mail, and promotional products -- Part 6: Integrating marketing communications elements. Media planning and buying ; IMC : direct marketing, personal selling, packaging, and sales promotion ; IMC : public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in Connect and through Create).

"M: Advertising 2e 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."-- Provided by publisher.