ISBN-10:
0078028965
ISBN-13:
9780078028960
Pub. Date:
04/18/2014
Publisher:
McGraw-Hill Education
M: Advertising / Edition 2

M: Advertising / Edition 2

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Overview

M: Advertising examines advertising from the inside, from the perspective of the advertiser (the client) and the specialists who create advertising, the ad agency. This lively program takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves.

Product Details

ISBN-13: 9780078028960
Publisher: McGraw-Hill Education
Publication date: 04/18/2014
Edition description: Older Edition
Pages: 480
Product dimensions: 8.90(w) x 10.70(h) x 0.60(d)

About the Author

Michael F. Weigold is Associate Dean for Undergraduate Affairs and Professor of Advertising at the University of Florida. He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory.

Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. In 2004, he was named the College's Teacher of the Year.

He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA.

Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, Brown & Williamson, NASA, and many local clients.

William Arens (deceased), spent his entire career in the advertising business, and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley, he worked part-time as a media rep for the San Francisco radio station, at the University of Paris he held a position at The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media.

Within a few years, he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency, where he rapidly rose to become the manager of their branch office in San Diego.

An entrepreneur at heart, Mr. Arens soon left that position to form his own agency with a partner, where he was both Principal and the Chief Creative Officer. Specializing in business-to-business and financial accounts, that agency grew in stature and reputation over the years, accumulating many awards for creative excellence.

In 1975, he formed William F. Arens and Associates and began focusing on both national and international accounts. In 1982, he formed one of the early Hispanic agencies, Arens & Guiterrez, as a joint venture between his agency and one of the largest in Mexico. Working with mainstream American Agencies, A&G created Spanish-language advertising for blue chip advertisers including McDonald's, General Mills, Sav-On Drug-stores, and the California Lottery.

In 1989, Mr. Arens jumped to the client side when be bought a chain of quick-lube stores in San Diego. As Chief Marketing Officer, Mr. Arens was responsible for all the firm's advertising and promotion. He over-saw the company's growth in daily revenue as it doubled and then tripled.

At the end of his career, Mr. Arens was President of Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.

Table of Contents

part one: AN INTRODUCTION TO ADVERTISING
1 The Evolution of Advertising 2
2 The Environment of Advertising 26
3 The Business of Advertising 56

part two: UNDERSTANDING THE TARGET AUDIENCE
4 Targeting and the Marketing Mix 86
5 Communication and Consumer Behavior 116

part three: THE PLANNING PROCESS
6 Account Planning and Research 142
7 Marketing, Advertising, and IMC Planning 166

part four: THE CREATIVE PROCESS
8 Creating Ads: Strategy and Process 190
9 Creative Execution: Art and Copy 212

part five: REACHING THE TARGET AUDIENCE
10 Print Advertising 240
11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 264
12 Digital Interactive Media 290
13 Out-of-Home, Direct-Mail, and Promotional Products 312
part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying 336
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 362
16 IMC: Public Relations, Sponsorship, and Corporate Advertising 392

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