For many brands and organizations, advertising is an essential avenue to build their reputation, communicate value, and encourage product trial. Unfortunately, advertising can be a costly and overwhelming endeavor. Even the mere thought of advertising can be intimidating, which can leave some people feeling stuck on the middle of a road to nowhere. Fortunately, advertising does not have to be this way.

This book guides the reader by offering essential frameworks to navigate the labyrinth of advertising. Specifically, the author focuses on the strategic planning, execution, and evaluation of ads. Incorporating both academic research and business practices, this 6th edition helps the readers harness strategic frameworks to plan a journey toward success.

Importantly, the author empowers readers to ask the right questions, acquire relevant data, and perform analyses to solve their own problems through strategic thinking and empirical rigor. The end result is that, by following the principles in this book, readers will avoid getting lost on circuitous roads and find themselves on an open highway to succes.

About the Author

Dr. Derek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management, Northwestern University. He is the author of over 130 academic works. His research aims to inform advertising effectiveness, consumer behavior and human behavior. His teaching focuses on training and preparing the next generation of "strategists" to guide brands and organizations to success.

"About this title" may belong to another edition of this title.

Store Description

eCampus's mission is to set online bookstore industry standards for savings, selection, convenience and customer service as expressed in the company's slogan "Textbooks Easy. Fast. Cheap!" The company celebrated 15 years in business in 2015 and will continue to provide students with an easy, fast and cheap way to order their textbooks and materials for years to come.

Visit Seller's Storefront

Seller's business information

A Book Company
2373 Palumbo Dr, Lexington, KY, 40509, U.S.A.

Sale & Shipping Terms

Terms of Sale

Shipping Terms

Shipping rates within U.S.A.

Shipping rates within U.S.A.
Order quantity	3 to 7 business days	1 to 5 business days
First item	US$ 3.99	US$ 6.98

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.