LEADER 00000cam a2200685 i 4500 
001    ocn962304064 
003    OCoLC 
005    20230729211125.0 
006    m     o  d         
007    cr ||||||||||| 
008    161107s2017    nyu     ob    001 0 eng   
010      2016051488 
019    1110350912 
020    9780190625917|q(electronic book) 
020    0190625910|q(electronic book) 
020    9780190625900|q(electronic book) 
020    0190625902|q(electronic book) 
020    0190625899 
020    9780190625894 
020    |z9780190625894|q(paperback) 
035    (OCoLC)962304064|z(OCoLC)1110350912 
037    4883792|bProquest Ebook Central 
040    DLC|beng|erda|epn|cDLC|dOCLCO|dOCLCF|dOCLCQ|dN$T|dYDX
       |dEBLCP|dYDX|dOCLCO|dCSAIL|dUAB|dIDB|dZCU|dOCLCQ|dCNCGM
       |dOCLCQ|dRRP|dTXR|dINT|dOCLCQ|dC6I|dERL|dUWO|dOCLCQ|dLDP
       |dOCLCO|dOCLCQ 
042    pcc 
049    RIDW 
050 14 HF5821|b.E395 2017 
072  7 BUS|x002000|2bisacsh 
082 00 659.1|223 
090    HF5821|b.E395 2017 
100 1  Einstein, Mara,|0https://id.loc.gov/authorities/names/
       n2002115071|eauthor. 
245 10 Advertising :|bwhat everyone needs to know /|cMara 
       Einstein. 
264  1 New York, NY :|bOxford University Press,|c[2017] 
300    1 online resource (xiii, 229 pages) 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
347    text file|2rdaft 
504    Includes bibliographical references and index. 
505 0  Cover; Advertising; Copyright; Contents; Introduction; 
       Chapter 1. From Advertising to Marketing; What is 
       advertising?; Do all companies or organizations use 
       advertising?; How do they come up with the ideas for 
       advertising?; Is there more than one type of advertising?;
       Is there a difference between advertising and marketing?; 
       What is the difference between public relations and 
       advertising?; Why has public relations become so central 
       to marketing?; What is branding?; Why is branding so 
       pervasive?; Why is branding so important to consumers?; 
       What is the goal of advertising? 
505 8  How do advertisers get us to buy their products?Can 
       advertisers get us to buy a product that we don't want?; 
       Chapter 2. The Business of Advertising; What is the 
       economic impact of advertising?; How much money is spent 
       on advertising in the United States?; What about worldwide
       spending?; Who is the biggest advertiser?; Who are other 
       predominant advertisers?; What are the most advertised 
       brands in the United States?; What is the relationship 
       between advertising and the media?; How is advertising 
       spending distributed across different media formats, such 
       as television, print, and digital? 
505 8  What is the impact of digital media on advertising 
       spending?How much does advertising cost?; Why is 
       advertising so expensive?; How do advertising agencies 
       make money?; Who pays the advertising agency?; Who are the
       major media companies that depend on advertising revenue?;
       Are media still heavily dependent on advertising?; How are
       television networks making up the advertising revenue lost
       to digital media?; How is the advertising business 
       structured?; How much time do we spend with media and why 
       does that matter?; Chapter 3. Consumer Behavior; What is 
       consumer behavior? 
505 8  When did advertising become based in psychology?How do 
       advertisers discover these consumer insights?; How do we 
       decide what to buy?; What influences our purchase 
       choices?; What are demographics?; What are some of the key
       demographic cohorts?; Are women more important to 
       advertisers than men?; What are psychographics?; Why do 
       advertisers break up the population into groups?; Is that 
       why media are designed for different audiences?; What are 
       target audiences?; Do marketers only want to reach 
       buyers?; What is the ultimate goal of prying into our 
       personal lives?; Chapter 4. Creative. 
505 8  What constitutes good advertising?What are some examples 
       of good advertising?; Is there a best commercial of all 
       time?; What is the process for deconstructing an ad so I 
       can analyze it myself?; What are the three elements of 
       advertising?; How does a company decide on a competitive 
       strategy?; How does targeting get translated into creative
       executions?; What is positioning?; Who is responsible for 
       creating advertising?; How do marketers decide what to put
       in an ad?; What exactly is contained in a creative brief? 
520    Mara Einstein exposes how our shopping, political, and 
       even dating preferences are unwittingly formed by brand 
       images and the mythologies embedded in them. Advertising: 
       What Everyone Needs to Know® helps us combat the effects 
       of manipulative advertising and enables the reader to 
       understand how marketing industries work in the digital 
       age, particularly in their uses and abuses of ""Big 
       Data."" Most importantly, it awakens us to advertising's 
       subtle and not-so-subtle impact on our lives-both as 
       individuals and as a global society. What ideas and 
       information are being communicated to us-and to wh. 
588 0  Online resource; title from digital title page (viewed on 
       July 19, 2017). 
590    eBooks on EBSCOhost|bEBSCO eBook Subscription Academic 
       Collection - North America 
650  0 Advertising|xSocial aspects.|0https://id.loc.gov/
       authorities/subjects/sh85001172 
650  0 Advertising.|0https://id.loc.gov/authorities/subjects/
       sh85001086 
650  7 Advertising|xSocial aspects.|2fast|0https://
       id.worldcat.org/fast/797762 
650  7 Advertising.|2fast|0https://id.worldcat.org/fast/797511 
650  7 BUSINESS & ECONOMICS|xAdvertising & Promotion.|2bisacsh 
650  7 Business and Management.|2ukslc 
776 08 |iPrint version:|aEinstein, Mara.|tAdvertising.|dNew York,
       NY : Oxford University Press, [2017]|z9780190625894|w(DLC)
       2016038612 
856 40 |uhttps://rider.idm.oclc.org/login?url=https://
       search.ebscohost.com/login.aspx?direct=true&scope=site&
       db=nlebk&AN=1540142|zOnline ebook via EBSCO. Access 
       restricted to current Rider University students, faculty, 
       and staff. 
856 42 |3Instructions for reading/downloading the EBSCO version 
       of this ebook|uhttp://guides.rider.edu/ebooks/ebsco 
901    MARCIVE 20231220 
948    |d20230922|cEBSCO |tebscoebooksacademic NEW JULY Quarterly
       6516|lridw 
994    92|bRID