M: Advertising by William Arens (English) Paperback Book

Description: M: Advertising by William Arens, Michael F. Weigold 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Author Biography 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 McDonalds, 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 firms advertising and promotion. He over-saw the companys 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. 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 Colleges 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 Weigolds 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. Table of Contents part one: AN INTRODUCTION TO ADVERTISING1 The Evolution of Advertising 2 2 The Environment of Advertising 26 3 The Business of Advertising 56 part two: UNDERSTANDING THE TARGET AUDIENCE4 Targeting and the Marketing Mix 86 5 Communication and Consumer Behavior 116 part three: THE PLANNING PROCESS6 Account Planning and Research 142 7 Marketing, Advertising, and IMC Planning 166 part four: THE CREATIVE PROCESS8 Creating Ads: Strategy and Process 190 9 Creative Execution: Art and Copy 212 part five: REACHING THE TARGET AUDIENCE10 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 ELEMENTS14 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 Details ISBN1259815943 Publisher McGraw-Hill Education - Europe ISBN-10 1259815943 ISBN-13 9781259815942 Imprint McGraw Hill Higher Education Subtitle Advertising Place of Publication London Country of Publication United States DEWEY 657 Format Paperback Year 2017 Edition 3rd Publication Date 2017-02-20 Author Michael F. Weigold Pages 480 Replaces 9780078028960 Illustrations 108 Illustrations, unspecified Affiliation UNIV OF FLORIDA AT GAINESVILLE Textbook N Language English Audience College/Higher Education UK Release Date 2018-07-08 AU Release Date 2018-07-08 NZ Release Date 2018-07-08 US Release Date 2018-07-08 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:168420243;

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