Higher Education

Advertising Age: The Principles of Advertising and Marketing Communication at Work, 1st Edition

  • includes Ad Age on Campus Printed Access Card
  • Esther Thorson University of Missouri
  • Margaret Duffy University of Missouri
  • ISBN-10: 1111528756  |  ISBN-13: 9781111528751
  • 224 Pages
  • © 2012 | Published
  • College Bookstore Wholesale Price = $36.00
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About

Overview

This book is the perfect accompaniment to any of the Advertising and IMC advertising texts. It can serve as a standalone textbook for introductory courses as well. For instructors, it offers the opportunity to engage students theoretically and practically and in a cost-effective way. The emphasis on applying research and theory to practice is shown graphically through literally hundreds of examples and outside references. Students will find the book to be accessible and easy to understand while rigorous in its investigation of communication practices.

Features and Benefits

  • The book is as timely as a text can be—rooted in the "real world" that students and practitioners really want.
  • The book is not the classic 12-pound advertising textbook. It presents solid concepts in a way that's affordable, lively, readable and full of example and anecdotes that show, don't tell.
  • It acquaints students with Ad Age as a significant and authoritative news and opinion source for everything relating to advertising and marketing communication.
  • The book powerfully links today's advertising and strategic communication to the world of theory and solid marketing research to reveal what works in today's environment.
  • The book can be used as an affordable stand-alone textbook for survey and introductory advertising and IMC courses, or used as a valuable supplement to traditional textbooks.

Table of Contents

1. What is Advertising and What New Forms is it Taking?
2. Business Structures in the Advertising Industry.
3. Important Times in Advertising History.
4. Ethical and Regulatory Contexts of Advertising.
5. Theory About How Advertising Works.
6. Segmentation, Brand Positioning, and Defining the Brand Value Proposition.
7. Research: The Magic Ingredient in Effective Advertising.
8. Advertising and Promotion Management and Planning.
9. Advertising Planning—an International Perspective.
10. The Creative Strategy of Advertising Messages.
11. Telling a Story that Showcases the Creative Strategy: Creative Advertising Executions.
12. Creative Copywriting.
13. Creative Design and Visuals.
14. Media Planning.
15. Media Planning for Traditional Advertising Media.
16. Media Planning for the Internet and Other Digital Media.
17. Promotions and their relationship to advertising.
18. Public Relations and Advertising.
19. Integrated Marketing Communication.
20. Advertising's Future.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Advertising and Integrated Brand Promotion, 6th + Advertising Age: The Principles of Advertising and Marketing Communication at Work (with Ad Age on Campus Printed Access Card)

ISBN-10: 1133616968  | ISBN-13: 9781133616962

List Price = $403.95  | CengageBrain Price = $403.95  | College Bookstore Wholesale Price = $303.75

This Bundle Includes:

  • Advertising and Integrated Brand Promotion
    List Price = $356.95  | CengageBrain Price = $356.95  | College Bookstore Wholesale Price = $267.75
  • Advertising Age: The Principles of Advertising and Marketing Communication at Work
    List Price = $47.95  | CengageBrain Price = $47.95  | College Bookstore Wholesale Price = $36.00


Bundle: PROMO, 2nd + Advertising Age: The Principles of Advertising and Marketing Communication at Work + Ad Age on Campus, 1 term (6 months) Printed Access Card + PROMO Online, 1 term (6 months) Printed Access Card

ISBN-10:  1337073121 | ISBN-13:  9781337073127

List Price = $120.95  | CengageBrain Price = $120.95  | College Bookstore Wholesale Price = $89.75

This Bundle Includes:

  • Advertising Age: The Principles of Advertising and Marketing Communication at Work
    List Price = $47.95  | CengageBrain Price = $47.95  | College Bookstore Wholesale Price = $36.00
  • PROMO2
    List Price = $74.95  | CengageBrain Price = $74.95  | College Bookstore Wholesale Price = $56.25
  • LMS Integrated Sticker
    List Price = $.00  | College Bookstore Wholesale Price = $.00


Efficacy and Outcomes

Reviews

"Relevant new media examples throughout; very clear discussion of controlled vs. uncontrolled media."

— Thomas Hove, Michigan State University

Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

List Price = $21.00  | College Bookstore Wholesale Price = $15.75

Advertising and Integrated Brand Promotion  (ISBN-10: 0538473320 | ISBN-13: 9780538473323)

Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E from leading authors O'Guinn/Allen/Semenik. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today’s most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising’s latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book’s contents follows the same process as an actual advertising agency. Prepare your students for the high energy excitement of advertising today with the powerful, leading content in ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E, its accompanying videos, and author-driven learning and teaching support.

List Price = $356.95  | CengageBrain Price = $356.95  | College Bookstore Wholesale Price = $267.75

Advertising Promotion and Other Aspects of Integrated Marketing Communications  (ISBN-10: 0324593600 | ISBN-13: 9780324593600)

The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

List Price = $414.95  | CengageBrain Price = $414.95  | College Bookstore Wholesale Price = $311.25

Student Supplements

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

List Price = $21.00  | College Bookstore Wholesale Price = $15.75

Advertising and Integrated Brand Promotion  (ISBN-10: 0538473320 | ISBN-13: 9780538473323)

Place yourself in the midst of today’s fast-paced exhilarating world of advertising with O'Guinn/Allen/Semenik’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E. This powerful and practical cutting-edge text draws from the authors' vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E you’ll see how good advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with real-world applications. The book’s integrated learning experience gives you hands-on practice putting chapter concepts into action. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today’s most contemporary ads and exhibits combine with coverage of the latest practices and industry developments, including social media, design thinking, and an emphasis on globalization. The book’s focus on real advertising practice is reflected in the book’s contents that follows the same process as an advertising agency. Trust ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E to equip you with the tools, knowledge, and practice to get results in advertising and business today.

List Price = $356.95  | CengageBrain Price = $356.95  | College Bookstore Wholesale Price = $267.75

Advertising Promotion and Other Aspects of Integrated Marketing Communications  (ISBN-10: 0324593600 | ISBN-13: 9780324593600)

ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

List Price = $414.95  | CengageBrain Price = $414.95  | College Bookstore Wholesale Price = $311.25

Meet the Author

Author Bio

Esther Thorson

Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).

Margaret Duffy

Margaret Duffy chairs the strategic communication faculty at the Missouri school of Journalism. She has extensive professional experience, including serving as an executive for GTE (Verizon) in marketing, advertising and public relations. Her research focuses on new and interactive media, especially with regard to advertising and the news. She is the co-developer of the Media Choice Model and the Health Communication Media Choice Model. Her fellowship at the Donald W. Reynolds Journalism Institute investigated youth advertising, news and media habits. She consults frequently with clients as diverse as the U.S. Army and the Estee Lauder Corporation and presented research and conducted training with agencies and news groups in the United States, Italy, China, United Kingdom, Thailand and South Africa.