Advertising Age: The Principles of Advertising and Marketing Communication at Work (with Ad Age on Campus Printed Access Card) - Softcover

Thorson, Esther; Duffy, Margaret

Softcover

ISBN 10: 1111528756 ISBN 13: 9781111528751

Publisher: Cengage Learning, 2011

Synopsis

Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You'll learn what it's like to work in these fields and about all the tools available to you as a professional persuader in today's media environment.

About this title

About the Author

Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).

Margaret Duffy chairs the strategic communication faculty at the Missouri school of Journalism. She has extensive professional experience, including serving as an executive for GTE (Verizon) in marketing, advertising and public relations. Her research focuses on new and interactive media, especially with regard to advertising and the news. She is the co-developer of the Media Choice Model and the Health Communication Media Choice Model. Her fellowship at the Donald W. Reynolds Journalism Institute investigated youth advertising, news and media habits. She consults frequently with clients as diverse as the U.S. Army and the Estee Lauder Corporation and presented research and conducted training with agencies and news groups in the United States, Italy, China, United Kingdom, Thailand and South Africa.

Review

"Relevant new media examples throughout; very clear discussion of controlled vs. uncontrolled media."

Edition details

• Publisher: Cengage Learning
• Publication date: 2011
• ISBN 10: 1111528756
• ISBN 13: 9781111528751
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 192