Php 435.00

by Ken Kaser

This text brings a solid understanding of advertising strategy to life with dynamic visuals and graphic examples to provide the innovative, integrated learning experience your students need for winning advertising results and business success

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• This text brings a solid understanding of advertising strategy to life with dynamic visuals and graphic examples to provide the innovative, integrated learning experience your students need for winning advertising results and business success.

• Sharpen Your 21st Century Skills offers 21st Century learning skill-building information with activities that help encourage critical thinking.

Make Academic Connections provides the integrated curriculum activities that show students how advertising concepts relate to other courses of study.

• Impact Advertising is a case study of a real ad campaign, followed by thought-provoking questions, that captures the student’s interest and introduces the concepts in each chapter.

• Focus on Advertising uses real advertising examples to introduce and reinforce concepts covered in each lesson for better comprehension.

• Spotlight on Success, found in every chapter, describes advertising success stories of real companies.

• Advertisements and illustrations provide real-world examples that make the content interesting, relevant, and tangible for students.

• Reality Check is a full-page feature that enriches students’ knowledge by acquainting them with real-world issues and challenges faced by businesses and consumers today.

Table of Contents

1.  What Is Advertising?
2.  Consumer Behavior
3.  The Basics Of Marketing
4.  Product And Price Planning
5.  Distribution Planning
6.  Promotion Planning
7.  Advertising Media
8.  Effective Advertising And Sales Promotion
9.  Communicating Effective Advertising And Promotional Messages
10. Management Of Effective Advertising
11. Consumer-Oriented Advertising And Sales Promotion
12. The Economics Of Advertising
13. Legal And Ethical Issues Affecting Advertising
14. Advertising In A Multicultural Market
15. Planning Your Future In Advertising

Author(s)Ken Kaser
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