Business Communication - McGraw-Hill Books

MarketingInternational EditionNEWInternational EditionNEWESSENTIALS OF CONTEMPORARY ADVERTISINGBy William Arens and David Schaefer, Sacramento City College2007 (March 2006) / 544 pagesISBN-13: 978-0-07-313666-0 / MHID: 0-07-313666-2ISBN-13: 978-0-07-110627-6 / MHID: 0-07-110627-8 [IE]Website: http://www.mhhe.com/arensessentials1eEssentials of Contemporary Advertising, 1/e by William Arensand David Schaefer 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 actuallypracticed and make the fundamentals accessible and relevantto the student’s “real life.” This approach truly transcends theconceptual and propels students into an exciting and practicaldimension.FEATURES• Opening Vignettes—Chapter-opening vignettes introduce eachchapter, featuring an actual situation that illustrates a basic conceptin the student of advertising. Wherever possible, the opening story isthen woven through the chapter to demonstrate how textbook conceptsactually come to life in real-world situations.• Commercial Breaks—Active participation enhances learning, so theCommercial Break plays a significant role in many chapters. Theseunique sidebars to the world of advertising introduce students to topicsof current interest or controversy and then involve them in the subjectby posing questions that stimulate critical thinking.• Ethical Issues in Advertising—Ethics play a vital role in the practiceof advertising. The Ethical Issues focus attention on the most criticalsocial facing advertisers today. These include the debate over puffery,advertising to children, comparative advertising, the targeting of ethnicminorities, consumer profiling, privacy, negative political advertising,visual and statistical manipulation, and others.• Exploring Advertising—Every chapter concludes with active learningexercises that provide students opportunities to apply what they justlearned to real world situations. Instructors will find these activitiesextremely useful as homework assignments or in-class activities.• Practical Checklists—Handy checklists appear regularly throughoutthe text. They teach students how to handle a large volume of informationand creatively convert this information into effective marketingcommunications. The Checklists can stimulate memory, organizethinking, and reinforce important concepts.CONTENTSPart One An Introduction to Advertising. Chapter 1 Advertising Todayand How We Got Here. Chapter 2 The Economic, Social, and RegulatoryAspects of Advertising. Chapter 3 The Advertising Industry. Part TwoUnderstanding the Target Audience. Chapter 4 Segmentation, Targeting,and the Marketing Mix. Chapter 5 Communication and ConsumerBehavior. Part Three The Planning Process. Chapter 6 Account Planningand Research. Chapter 7 Developing Marketing and Advertising Plans.Part Four The Creative Process. Chapter 8 Creative Strategy and theCreative Process. Chapter 9 Creative Execution: Art and Copy. Chapter10 Producing Ads for Print, Electronic, and Digital Media. Part FiveReaching the Target Audience. Chapter 11 Print Advertising. Chapter 12Electronic Media: Television and Radio. Chapter 13 Digital InteractiveMedia and Direct Mail. Chapter 14 Out-of-Home, Trade Shows, andSupplementary Media. Part Six Integrating Marketing CommunicationsElements. Chapter 15 Media Planning and Buying. Chapter 16 RelationshipBuilding: Direct Marketing, Personal Selling and Sales Promotion.Chapter 17 Relationship Building: Public Relations, Sponsorship, andCorporate AdvertisingADVERTISING AND PROMOTIONAn Integrated Marketing CommunicationsPerspective, 7th EditionBy Michael A. Belch and George E. Belch of San Diego StateUniversity—San Diego2007 (May 2006) / 864 pagesISBN-13: 978-0-07-310126- 2 / MHID: 0-07-310126-5ISBN-13: 978-0-07-325596-5 / MHID: 0-07-325596-3(with PowerWeb)ISBN-13: 978-0-07-110852-2 / MHID: 0-07-110852-1[IE with PowerWeb]Website: http://www.mhhe.com/belch07Advertising and Promotion: An Integrated Marketing CommunicationsPerspective, 7/e, by Belch and Belch, is the number onetext in the Advertising market. As the field of advertising andpromotion continues to dramatically change since the dominantdays of high-powered Madison Avenue agencies, marketersmust look beyond traditional media in order to achieve success.In order to best communicate with consumers, advertisers mustutilize a myriad of tools (advertising, public relations, directmarketing, interactive/Internet marketing, sales promotion,and personal selling); Belch/Belch is the first book to reflect theshift from the conventional methods of advertising to the morewidely recognized approach of implementing an integratedmarketing communications strategy. The text underscores theimportance of recognizing that a firm must use all promotionaltools available to convey a unified message to the consumer. Theintegrated marketing communications perspective, (the themeof the text), catapults the reader into the business practices ofthe 21st century.NEW TO THIS EDITION• Streamlined Content—The 8th edition features expanded coverageof modern topics and a corresponding reduction of universally knownmaterial. For example, in Chapter 15: The Internet and InteractiveMedia, concepts that are no longer new (i.e. search engines and searchoptimization) are touched lighter than topics like wireless technology,which are given more treatment. The benefit to the student is twofold: 1)They relate (and thus are more connected) with the up-to-date conceptsand technology and 2) They learn how they are translated realisticallyin the business world.• New Videos—There are new videos with this book. One segment,showcasing the successful IMC campaign of The California Milk AdvisoryBoard, illustrates to students the variety of ways product messagesare delivered (radio, point-of-purchase, TV…etc) and how they workharmoniously together.• New Diversity Perspectives—These boxed sections highlight theindustry’s move to market to diverse audiences. Targeted campaigns andspecialty agencies are highlighted, showing student the steps advertiserstake to market certain products to certain audiences.• More Career Coverage— Sprinkled throughout the text are CareerProfiles, a feature that introduces successful individuals working in anumber of fields. These profiles highlight problems, issues, successes,and failures faced by individuals working and illustrate to the studentshow text concepts, theories, and applications are put into practice ineveryday situations. In addition to this coverage, there is a career sectionon the website that will provide future-minded students with evenmore guidance.FEATURES• Most Current Text on the Market: This text features the very best,most current examples; examples and references are added right upuntil the book is put into production. The text features updated chapteropenings, advertisements and advertising and promotion perspectives.In the changing world of advertising and promotion, currency is keyand students will be on the cutting edge with this text.175HED 2007 Marketing.indd 17510/5/2006 1:42:52 PM