For introductory courses in advertising.
An accessible, well-written, and student-friendly approach to advertising.
Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience—for you and your students. Here’s how:Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication–multi-platform, as well as multimedia– and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.
Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958.
MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
There is a powerful sense of communion and connection in The Tip of My Tongue: while singing the Scottish part of the planet, Crawford also embraces the rhythms of the whole circumference - from Perth, Scotland, to Perth, Australia - catching 'how Kincardineshire's sky's/Transvaalish, Budapesty, Santa Barbaran,/Zurich on a perfect day'.
These are poems that are convincingly earthed in the land and the language yet unafraid of spiritual, even religious notes; richly lyrical and passionate yet shot through with a humour and a vitality that is utterly engaging. As Liam McIlvanney wrote in the Sunday Herald, 'for intellectual range, emotional depth, and lexical shimmer, Crawford is unsurpassed among recent Scottish poets'.
Assured in its rhymes and cadences, Full Volume is often attentive to poetry in other tongues, not least Gaelic. As their tones and forms shift from the spiritual to the wry, from haiku to brosnachadh, the poems' resonance and music build into a sustained sounding of what it means to live, love, and listen in a world where 'Nothing is ever single'.
On the fiftieth anniversary of the death of T. S. Eliot, the award-winning biographer Robert Crawford presents us with the first volume of a comprehensive account of this poetic genius. Young Eliot traces the life of the twentieth century's most important poet from his childhood in St. Louis to the publication of his revolutionary poem The Waste Land. Crawford provides readers with a new understanding of the foundations of some of the most widely read poems in the English language through his depiction of Eliot's childhood—laced with tragedy and shaped by an idealistic, bookish family in which knowledge of saints and martyrs was taken for granted—as well as through his exploration of Eliot's marriage to Vivien Haigh-Wood, a woman who believed she loved Eliot "in a way that destroys us both."
Quoting extensively from Eliot's poetry and prose as well as drawing on new interviews, archives, and previously undisclosed memoirs, Crawford shows how the poet's background in Missouri, Massachusetts, and Paris made him a lightning rod for modernity. Most impressively, Young Eliot reveals the way he accessed his inner life—his anguishes and his fears—and blended them with his omnivorous reading to create his masterpieces "The Love Song of J. Alfred Prufrock" and The Waste Land. At last, we experience T. S. Eliot in all his tender complexity as student and lover, penitent and provocateur, banker and philosopher—but most of all, Young Eliot shows us as an epoch-shaping poet struggling to make art among personal disasters.
Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.