M: Advertising

by William F. Arens, David Schaefer, Michael Weigold

Advertising is the newest principles addition to the McGraw-Hill M series of texts, and was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's “real life.” This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Students receive a cost-effective, easy to read, focused text complete with study resources (both print and online) to help them review for tests and apply chapter concepts.
Professors receive a text that contains all the pertinent information – yet in a more condensed format that is easier to cover by students.
Connect assignments are provided to utilise the power of the web, making projects more fun for students and automatically grade materials to support instructors.
Advertising also includes unmatched teaching support.

512 pages, Paperback

First published February 3, 2011

Reviews

[Keith Bryan · Rating 4 out of 5]

This book gives you a clear understanding of the elements of advertising. The terms were useful and the body copy of the chapters was decently written. It wasn't very boring at all, and actually managed to become engaging more often than not. That is always refreshing in a textbook due to their usual lack of interest generation. Furthermore, the examples were up-to-date and abundant, which is what any student needs if they are to get a good idea of what good advertising looks like. So, if you need a good overview of advertising and can afford a textbook, this one can help you out.

Overall: Very good overview of advertising. Good for college students or high school students that are looking into advertising as a possible career path.

[Grace]

Textbook for Jour 250: Intro to Advertising :)

[Nessie · Rating 4 out of 5]

Read parts of this for an Into to Marketing class. Not much to say — solid textbook.

[Daisy · Rating 5 out of 5]

I've enjoyed this book a lot: I read it during the spring 2022 quarter for my advertising class. I fell in love with the class and this field and this is when I realized that I find marketing and advertising more interesting than human resource management or business administration

it's more if a textbook but a really interesting one! lota of good real life examples from recent years and some even kinda shocked me (like guerilla marketing)

maybe I'll go into marketing eventually

[Kelsey · Rating 2 out of 5]

schoot text.

[Amber Taylor · Rating 3 out of 5]

It's a textbook, so it's hard to give it a review.