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MKT464

Module 3 Required Resources

Textbook

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

Read the following chapters:

Chapter 7: Marketing, Advertising, and IMC Process
Chapter 14: Media Planning and Buying

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

Introduction to Advertising: Understanding and Managing the Advertising Process
Mogaji, E. (2021). Introduction to advertising: Understanding and managing the advertising process. Routledge.
Read Chapter 4: The Creative Elements of Advertising

Articles

Advertising Budget
Gupta, N. (2023). Advertising budget. https://www.wallstreetmojo.com/advertising-budget/

Videos

Advertising Creative Appeals
D.E. Visuals. (2006). Advertising creative appeals. [Video/DVD] Marketing Strategy Channel. https://video.alexanderstreet.com/p/nRNgO0Rx4