M Advertising 1st Edition Arens Test Bank

This is completed downloadable of M Advertising 1st Edition Arens Test Bank

Product Details:

• ISBN-10 ‏ : ‎ 0078028914
• ISBN-13 ‏ : ‎ 978-0078028915
• Author:   William Arens (Author), David Schaefer (Author), Michael Weigold (Author)

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.

Table of Content:

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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