M: Advertising (3rd Edition)

M: Advertising 3rd Edition PDF defines key concepts such as media planning and evaluation, media types and their use in communication processes, design principles for advertising effectiveness, and theories of persuasion.

About the Author

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.

Publisher: McGraw Hill; 3rd edition
Publication date: February 20, 2017
Language: English
Page length: 480 pages

Synopsis:

This is the third edition of the world’s most authoritative book on advertising. Now more than ever, we live in a complex and fast-changing media environment. M: Advertising addresses these challenges head-on, incorporating into the text cutting-edge research and teaching methods that have been developed over recent decades.

It also presents contemporary approaches to global marketing as well as coverage of new technologies such as social media. Acknowledging the importance of emotive and social aspects in advertising, the book also includes material on persuasion theories, consumer behavior in advertising, and consumer buying behavior. Finally, it explains how advertising affects different societies around the world and covers topics such as marketing communications planning and international advertising.