Overview

Advertising and Promotion: What the Student Sees presents the main points of organizing an advertising campaign, examples of advertising that have become revered as classics, media planning, and insight into careers in advertising and marketing industries. As students learn more about marketing and advertising concepts and strategies, they are challenged to see the big picture and the big idea of a campaign that can achieve marketing goals and objectives. The opening chapter introduces students to a variety of communication models and underscores that communication is an intricate process of storytelling, listening, and responding. Additional chapters help students improve their awareness of advertisements in various types of media (including what works for them and what doesn't) and introduce different types of media that can reach specific audiences. Students learn about the crucial role media plays in telling a client's story, the various career paths available in advertising, how to create a complete campaign, and much more. Each chapter features learning objectives, class activities, key takeaways, and key terms to support the reading and learning experience. Designed to help students understand the process of creating an effective advertising campaign, Advertising and Promotion is an ideal textbook for courses and programs in marketing and advertising.

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9781793545268

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Marlene Kahla, Ph.D. is a professor of marketing at Stephen F. Austin State University, an American Marketing Association member and judge for student competitions, and a member of the marketing committee for the Department of Agriculture for the State of Texas. She holds a Ph.D. in marketing from Texas A&M University, as well as an M.B.A. from Sam Houston State University.

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