Advertising: Selling in Today’s World

Higher Ed Advertising Textbook

Everything You Need to Teach a Killer Ad Class

KEY LEARNING OBJECTIVES

  • Understand advertising’s role in marketing: its strengths, weaknesses, and how to maximize the impact of advertising you create
  • Gain a thorough understanding of how advertising is created, placed, and how success is measured
  • Develop a critical and discerning eye toward the very best in advertising and translate that into the ability to develop and present great work
  • Consider ethical boundaries and communicating with people from different cultures, beliefs, or values than your own
Advertising Textbook Cover

86 CLASSROOM RESOURCES

  • 16 lesson plans with detailed outlines
  • 16 chapter presentations (both instructor and student versions)
  • 11 system-graded quizzes
  • 11 quiz review presentations
  • 6 student exercises
  • 5 Expert Session video lectures (with accompanying quizzes)
  • 3 Video Case Studies
  • 1 major project (includes 8 assignments)
  • 1 system-graded, 35-question comprehensive final test

Stop using outdated materials to teach modern advertising. Engage students with hands-on projects, constantly updated content, and a concise textbook that costs less than traditional textbooks and features the experience of industry professionals.

Table of Contents

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Unit 1 – Introduction

1 –  THE BUSINESS OF BRANDS
2 – THE BASICS OF MARKETING
3 – ADVERTISING AS A MARKETING TOOL
4 – LEGAL AND ETHICAL CHALLENGES IN ADVERTISING
5 – HOW COMMUNICATIONS WORK

Unit 2 – The Advertising Process

6 – THE ADVERTISING DEVELOPMENT PROCESS
7 – THE PROBLEM, PLANNING, AND RESEARCH
8 – ADVERTISING STRATEGY DEVELOPMENT
9 – MEDIA PLANNING AND BUYING
10 – CREATIVE DEVELOPMENT
11 – PRODUCTION

Unit 3 – Measuring and Recognizing Success

12 – EVALUATING EFFECTIVENESS
13 – SELLING YOUR WORK
14 – BUILDING BRANDS GLOBALLY
15 – BEST ADVERTISING CREATORS IN THE WORLD

Unit 4 – Conclusion

16 – WHAT’S NEXT?