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Products>Bookstore>Business & Economics Books>Advertising Books for College
& University Students |
| Below is a list of great
Advertising Books and other
educational material regarding this subject. We
have added a search box to an online US
bookstore, if you need further information on
these products. You can also copy/ paste the
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1. Advertising Campaign Strategy by Donald Parente,
Hardcover: 432 pages, Publisher: South-Western College
This leading text not only illustrates what effective
advertising campaigns are, but also demonstrates how to
successfully execute them. A comprehensive and detailed
campaign guide is outlined to take students step-by-step
through the advertising process. This textbook is a perfect
addition to a principles of advertising text.
2. Advertising and Integrated Brand Promotion by
Thomas O'Guinn, Chris Allen, Richard J. Semenik,
Hardcover: 736 pages, Publisher: South-Western College
Like other aspects of business, good advertising is the
result of hard work and careful planning. Creating good
advertising is an enormous challenge. Imaginative and
refreshingly honest, Advertising 3e continues the
tradition of providing readers with a solid
understanding of advertising strategy. The table of
contents is designed to follow the same process that
advertising agencies follow.
3. Advertising Research: Theory and Practice by Joel
Davis, Joel J. Davis, Hardcover: 695 pages, Publisher:
Prentice Hall
This textbook provides students with the knowledge and
skills necessary to be successful advertising
professionals in the advertising business. Advertising
Research: Theory and Practice distinguishes itself from
other advertising research texts in four ways: breadth,
depth, integration and currency. This book has been
written and structured with the goals of improving
student learning and facilitating the application of
newly learned material to actual situations. Coverage is
divided into two parts. The first part discusses the
context in which advertising research is conducted,
while the second part presents specific research topics
and techniques.
4. Advertising and Promotion: An Integrated Marketing
Communications Perspective, 6/e, with PowerWeb by George
E Belch, Michael A Belch, Hardcover: 864 pages,
Publisher: McGraw-Hill/Irwin
Advertising and Promotion: An Integrated Marketing
Communications Perspective, 6/e, by Belch and Belch, is
the number one text in the Advertising market. As the
field of advertising and promotion continues to
dramatically change since the dominant days of
high-powered Madison Avenue agencies, marketers must
look beyond traditional media in order to achieve
success. In order to best communicate with consumers,
advertisers must utilize a myriad of tools (advertising,
public relations, direct marketing, interactive/Internet
marketing, sales promotion, and personal selling);
Belch/Belch is the first book to reflect the shift from
the conventional methods of advertising to the more
widely recognized approach of implementing an integrated
marketing communications strategy. The text underscores
the importance of recognizing that a firm must use all
promotional tools available to convey a unified message
to the consumer. The integrated marketing communications
perspective, (the theme of the text), catapults the
reader into the business practices of the 21st century.
5. Marketing Convergence: How the Leading Companies
Are Profiting from Integrating Online and Offline
Marketing Strategies by Susan K. Jones, Ted Spiegel,
Hardcover: 224 pages, Publisher: South-Western
Educational
With the exponential growth of the Internet in the past
few years, this tool has become a powerful venue for
marketing products to consumers. This book is engineered
for professionals looking to gain a better understanding
of the integration of technologies and marketing
strategies. By understanding the key elements of
converging various marketing channels and strategies,
professionals will be well on the way to marketing
success beating the competition.
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