An updated, ad-dizzy text for the undergraduate or business school course making abundant use of bold graphics and advertising images and text from many different countries and media sources. Covering four major themes (process, planning, message preparation, and message placement), this text provides the client's and the agency's perspective on advertising practices, incorporating new technologies and media throughout.
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Book Description
Editorial Reviews
About the Author
Richard J. Semenik is Professor of Marketing at the David Eccles School of Business at the University of Utah. He received his Ph.D. from Ohio State University in 1976 in Marketing with specialty areas in advertising and consumer behavior. His MBA is from Michigan State University (1971) and his BBA is from the University of Michigan (1970). Rich is now Professor of Marketing in the David Eccles School of Business. He is also the Rosenblatt Faculty Scholar--an award granted for outstanding teaching. Since 1979 Rich has taught in programs outside the United States in Germany the Netherlands Mexico France and Italy. His teaching focuses on marketing strategy advertising and social issues in marketing. He is often invited to give speeches on the advertising process. Recent invitations have included presentations in Amsterdam the Netherlands; Brussels Belgium; Lisbon Portugal; Polermo Sicily; and Istanbul Turkey.
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Most Helpful Customer Reviews
10 of 10 people found the following review helpful:
5.0 out of 5 stars
Bar none-the best academic book you will ever read on advert,
By A Customer
This review is from: Advertising (Hardcover)
Whether you are a new student or an old hand to the world of advertising, you'll learn a lot from this text. The ability of the authors to take a subject of such complexity and break it down into terms that anyone can understand shows their immense knowledge of advertising. The integration of print, radio, television and alternative media along with the ongoing integrated marketing communications case sets this book apart from any other text I've read. Most text books put me to sleep where I found Advertising interesting and inspiring. The exhibits used to represent examples of different executions of advertising made it easy to comprehend the concepts. I found myself reviewing every ad I came in contact with in my personal life and assessing the target, direction and effectiveness of those ads. Great Job!
1 of 5 people found the following review helpful:
5.0 out of 5 stars
12,
By A Customer
This review is from: Advertising (Hardcover)
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