Principles of Advertising and Integrated Marketing Communication
Edition: 1
Copyright: 2023
Pages: 243
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$84.00
Most advertising textbooks are written by academic professionals and grounded in the research they have undertaken. This new textbook is written by two advertising practitioners and focuses on the process of advertising. Of course, academic research is important and is included in this book. However, research alone doesn’t provide students with a usable construct when they enter the workforce. In addition, a research-focused book limits students’ opportunity to apply what they’re learning to current situations. As a result, the students can spend their first year or two in the workforce struggling to match theory with application. Since this textbook is authored by two industry practitioners, each with 30+ years in the business, it helps deliver strong, entry-level talent to the profession.
Principles of Advertising and Integrated Marketing Communication includes chapters structured to follow the strategy and production processes that drive the advertising agency business. Students are introduced to key research approaches, theories of communication, motivation, and brand retention. They are also introduced to necessities like marketing automation and the technology that underpin the advertising world. Content and assignments highlight practical applications along with academic concepts, so students will have a better understanding of the business of advertising and how it works.
This publication provides students with an interactive learning environment, studded with contemporary campaign examples. Readings and lectures are augmented by elements such as videos with current industry executives, interactive quizzes, and activities to bring academic concepts to life. In-class activities include role-playing components, so students can experience the role of both client and agency throughout the semester.
Each chapter features videos with executives addressing how they implement concepts from the text in their real-world campaigns. Students will hear from the CMO of the Detroit Tigers and the Chevrolet Marketing Manager. This publication includes instructor materials such as PowerPoints and test banks for every chapter.
Chapter 1: Foundational Concepts of Advertising
Chapter 2: Managing the Client/Agency Relationship
Chapter 3: The Goal of an Advertising Plan
Chapter 4: The Legal and Ethical Practice of Advertising
Chapter 5: Understand the Influences on Consumers and Their Decisions
Chapter 6: Segmentation, Targeting, and Positioning
Chapter 7: The Creative Brief, Foundation of All Advertising plans
Chapter 8: Implementing the Creative Brief Part 1: Creative Development
Chapter 9: Implementing the Creative Brief Part 2—Selecting and Buying the Media
Chapter 10: Implementing the Creative Brief Part 3—The Content Production Process
Chapter 11: Campaign Evaluation
Chapter 12: Interviewing at an Advertising Agency
- Activities
- Exercises
- Gradebook
- Powerpoint
- Test Bank
- Website
Catherine is an Assistant Professor of Teaching and the Adcraft/Simons Michelson Advertising Program Director at Wayne State University. In that role, she teaches several courses, oversees the Marketing Advisory Board, serves as the faculty career coach for marketing majors, and is the faculty advisor for the student marketing organization. She also sits on the Adcraft Advisory Board. Her teaching philosophy is built on the real-world application of course content.
Catherine has over 20 years of marketing and advertising experience. She has successfully led most aspects of market development including planning, strategy, brand positioning, and branded content development.
Before teaching, Catherine consulted and collaborated with Fortune 500 companies, as well as small businesses, and even startups. She served as Senior Vice President, Director, Branded Content Planning at J. Walter Thompson/Team Detroit, Inc. where she helped her clients create innovative, cross-media solutions utilizing branded content, product integration, strategic alliances, and program sponsorships. Catherine also served as Senior Partner, SUV Account Director for the Ford Motor Company stable of SUVs and oversaw the development and market execution of brand positions for all Ford SUVs.
Catherine’s career began in the marketing and sales organization of Ford Motor Company where she held numerous assignments, both in the field organization and at headquarters. Catherine has an M.B.A. from the University of Michigan-Ann Arbor as well as a Bachelor of Arts Degree in Economics from the University of Notre Dame.
Kathleen is a Vice President at the Automotive Hall of Fame, where she leads Programming, Marketing and Operatons. With a passion for AHF’s mission, she leverages her strategic ability to craft solutions that drive strong results. Colleagues describe her as having an ability to see the big picture with acute accuracy and objectivity, and lead with clear vision and fairness. She has a natural problem-solving ability. When it comes to clients and coworkers, she shows fierce loyalty driven by her personal value of integrity: you do the right thing because it’s the right thing to do.
Kathleen’s background includes CMO and COO roles in the private sector. She has led advertising efforts for noteworthy brands including Ford, USAA, the United States Navy, Edward Jones, and others. She has also held C-suite positions with Campbell-Ewald, Dassult Systemes’ 3DEXCITE brand and Laser Spine Institute. She also teaches at Wayne State University and has co-authoring a learning platform/textbook, with Catherine Cuckovich. During the COVID shut-down, Kathleen earned her master’s degree with a Certificate in Nonprofit Management from Harvard University.
In her spare time, Kathleen loves traveling, hiking, and spending time with her family.
Most advertising textbooks are written by academic professionals and grounded in the research they have undertaken. This new textbook is written by two advertising practitioners and focuses on the process of advertising. Of course, academic research is important and is included in this book. However, research alone doesn’t provide students with a usable construct when they enter the workforce. In addition, a research-focused book limits students’ opportunity to apply what they’re learning to current situations. As a result, the students can spend their first year or two in the workforce struggling to match theory with application. Since this textbook is authored by two industry practitioners, each with 30+ years in the business, it helps deliver strong, entry-level talent to the profession.
Principles of Advertising and Integrated Marketing Communication includes chapters structured to follow the strategy and production processes that drive the advertising agency business. Students are introduced to key research approaches, theories of communication, motivation, and brand retention. They are also introduced to necessities like marketing automation and the technology that underpin the advertising world. Content and assignments highlight practical applications along with academic concepts, so students will have a better understanding of the business of advertising and how it works.
This publication provides students with an interactive learning environment, studded with contemporary campaign examples. Readings and lectures are augmented by elements such as videos with current industry executives, interactive quizzes, and activities to bring academic concepts to life. In-class activities include role-playing components, so students can experience the role of both client and agency throughout the semester.
Each chapter features videos with executives addressing how they implement concepts from the text in their real-world campaigns. Students will hear from the CMO of the Detroit Tigers and the Chevrolet Marketing Manager. This publication includes instructor materials such as PowerPoints and test banks for every chapter.
Chapter 1: Foundational Concepts of Advertising
Chapter 2: Managing the Client/Agency Relationship
Chapter 3: The Goal of an Advertising Plan
Chapter 4: The Legal and Ethical Practice of Advertising
Chapter 5: Understand the Influences on Consumers and Their Decisions
Chapter 6: Segmentation, Targeting, and Positioning
Chapter 7: The Creative Brief, Foundation of All Advertising plans
Chapter 8: Implementing the Creative Brief Part 1: Creative Development
Chapter 9: Implementing the Creative Brief Part 2—Selecting and Buying the Media
Chapter 10: Implementing the Creative Brief Part 3—The Content Production Process
Chapter 11: Campaign Evaluation
Chapter 12: Interviewing at an Advertising Agency
Catherine is an Assistant Professor of Teaching and the Adcraft/Simons Michelson Advertising Program Director at Wayne State University. In that role, she teaches several courses, oversees the Marketing Advisory Board, serves as the faculty career coach for marketing majors, and is the faculty advisor for the student marketing organization. She also sits on the Adcraft Advisory Board. Her teaching philosophy is built on the real-world application of course content.
Catherine has over 20 years of marketing and advertising experience. She has successfully led most aspects of market development including planning, strategy, brand positioning, and branded content development.
Before teaching, Catherine consulted and collaborated with Fortune 500 companies, as well as small businesses, and even startups. She served as Senior Vice President, Director, Branded Content Planning at J. Walter Thompson/Team Detroit, Inc. where she helped her clients create innovative, cross-media solutions utilizing branded content, product integration, strategic alliances, and program sponsorships. Catherine also served as Senior Partner, SUV Account Director for the Ford Motor Company stable of SUVs and oversaw the development and market execution of brand positions for all Ford SUVs.
Catherine’s career began in the marketing and sales organization of Ford Motor Company where she held numerous assignments, both in the field organization and at headquarters. Catherine has an M.B.A. from the University of Michigan-Ann Arbor as well as a Bachelor of Arts Degree in Economics from the University of Notre Dame.
Kathleen is a Vice President at the Automotive Hall of Fame, where she leads Programming, Marketing and Operatons. With a passion for AHF’s mission, she leverages her strategic ability to craft solutions that drive strong results. Colleagues describe her as having an ability to see the big picture with acute accuracy and objectivity, and lead with clear vision and fairness. She has a natural problem-solving ability. When it comes to clients and coworkers, she shows fierce loyalty driven by her personal value of integrity: you do the right thing because it’s the right thing to do.
Kathleen’s background includes CMO and COO roles in the private sector. She has led advertising efforts for noteworthy brands including Ford, USAA, the United States Navy, Edward Jones, and others. She has also held C-suite positions with Campbell-Ewald, Dassult Systemes’ 3DEXCITE brand and Laser Spine Institute. She also teaches at Wayne State University and has co-authoring a learning platform/textbook, with Catherine Cuckovich. During the COVID shut-down, Kathleen earned her master’s degree with a Certificate in Nonprofit Management from Harvard University.
In her spare time, Kathleen loves traveling, hiking, and spending time with her family.
- Activities
- Exercises
- Gradebook
- Powerpoint
- Test Bank
- Website