Advertising Fundamentals: How to Create and Deploy Effective Ads
Edition: 2
Copyright: 2020
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Advertising Fundamentals: How to Create and Deploy Effective Ads discusses advertising as one of the most important elements of building a sustainable business model, as it provides the mechanism for attracting and retaining customers. The text ensures students achieve a concrete understanding of the “marketing mix” by dissecting the four elements of product, price, promotion, and place or distribution. Advertising profoundly influences society and the decisions people make, so the importance of ethics and social responsibility in advertising is also emphasized. Advertising Fundamentals: How to Create and Deploy Effective Ads details the vital elements and steps involved in devising and executing a media plan that will effectively communicate with the consumer.
Michael Latta’s Advertising Fundamentals: How to Create and Deploy Effective Ads:
- outlines the essential components of a marketing plan that effectively communicates with customers.
- features chapter introductions that present topics covered in the text.
- utilizes graphs and charts intended to clarify various concepts.
- provides real life examples that demonstrate the dos and don’ts of advertising.
- includes lists that organize material explained in each chapter.
- gives access to quizzes that assess the student’s knowledge of vital terms and concepts presented in the publication to ensure learning
Foreward: Why Is Another Book About Advertising Needed?
Introduction: What Are the Basic Advertising Concepts?
Chapter 1 How Many P’s Are There
Chapter 2 Is There a Science of Persuasion?
Chapter 3 How Does Advertising Support Business Success?
Chapter 4 Advertising Ethics and Social Responsibility
Chapter 5 Media Planning and Buying
Chapter 6 The Pitch
Chapter 7 How Difficult Is Designing Ads?
Chapter 8 How Many Advertising Appeals Are There?
Chapter 9 How Do Agencies Create Effective Appeals and Selling Propositions?
Chapter 10 How Do Clients Segment, Target, Differentiate, and Position Brands?
Chapter 11 How Important Is Brand Awareness?
Chapter 12 How Important Is Brand Identity and Brand Image?
Chapter 13 What Are Copyrights and Trademarks?
Chapter 14 How Do We Evaluate Ad Effectiveness?
Chapter 15 How Different Is Business-to-Business Advertising?
Chapter 16 How Different Are Traditional and Digital Advertising Methods?
Chapter 17 What Are Some Highly Creative Ads?
Afterword: The Changing World of Advertising?
Professional Experience
On the business enterprise side, Dr. Latta worked in sales, marketing, product management, forecasting, and strategic planning positions in a variety of corporations including DuPont, Wyeth, Boehringer Mannheim, AstraZeneca, and Westat. Primary responsibilities were helping product teams to develop and evaluate Advertising, New Products, and Marketing Strategies.
Consulting Clients
Dr. Latta has owned and operated a successful marketing and statistical consulting business for 25 years. YTMBA Research & Consulting helped several companies to develop effective advertising including Georgia Pacific, Schneider Electric, Dade Behring, ICI, Huntsman, Product Development Corporation, Merck, Pfizer, Aventis, Lilly, GlaxoSmithKline, TAP Pharmaceutical Products, Inc., Celgene, Novo Nordisk, Novartis Oncology, Ligand Pharmaceuticals, and Takeda Millennium. These advertising projects involved both qualitative (Focus Groups and Individual Depth Interviews) as well as quantitative (Surveys and Predictive Analytics) methods. He has also partnered with Product Development Consulting in new product design research using the Kano method. Advertising agency clients include among others, Omnicom Group, Saatchi & Saatchi, Young & Rubicam (Y&R), Brado Creative Insight, Waggener Edstrom Worldwide, and The Brandon Agency.
Research Interests
Professor Latta is primarily an applied researcher. His research and consulting deals with real world problems in business that range from identifying key drivers of business success, to how to efficiently run a golf course, to advertising strategies for pharmaceuticals and medical devices. His consulting engagements many times are tied to a research project related to predictive analytics. He is also an accredited professional statistician and analytics professional.
Academic Standing
Dr. Latta is a Full Professor of Advertising and Marketing Strategy at Coastal Carolina University. He has taught business courses at a variety of universities including Thunderbird International School of Management, University of Notre Dame, St. Joseph’s University, and University of the Sciences in Philadelphia, in addition to Coastal Carolina University.
Teaching Interests
Dr. Latta teaches Advertising, Marketing Strategy at both the undergraduate and MBA levels, and Decision Analysis, in the Wall College of Business Administration. In all his classes, active learning is the core teaching method requiring students to engage in critical thinking, write reports, and make presentations. The ability of students to identify important and relevant Advertising, and Marketing strategies and to present them in their own words is the foundation of student leadership development in business and prepares undergraduate students for their highest and best position after graduation.