Overview

Overview: M: 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. M: Advertising also includes unmatched teaching support.

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9780078028915

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Michael F. Weigold is Associate Dean for Undergraduate Affairs and Professor of Advertising at the University of Florida. He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory. Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. In 2004, he was named the College's Teacher of the Year.He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA. Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, Brown & Williamson, NASA, and many local clients.

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