LibGuides: MKT464: Module 1

Module 1 Required Resources

Advertising

Wiegold, M., & Arens, W. (2022). Advertising (4th Ed.). McGraw Hill LLC.

Read the following chapters:

The Weigold and Arens textbook can be accessed via the DART eBook link in the Getting Started module.

Why Marketers Are Returning to Traditional Advertising
Moorman, C., Ryan, M., & Tavassoli, N. (2022). Why marketers are returning to traditional advertising. Harvard Business Review.
12 Good Reasons To Leverage More Traditional Advertising Outlets
Forbes Agency Council. (2021). 12 Good Reasons To Leverage More Traditional Advertising Outlets. Forbes.
Advantages Of Traditional Marketing
Lucid Advertising. (2023). Advantages Of traditional marketing. https://www.lucidadvertising.com/blog/advantages-of-traditional-marketing/