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Advertising Books for College & University Students

Advertising Books for College & University Students1. 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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