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MKT464

Module 4 Required Resources

Textbook

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

Read the following chapters:

Chapter 6: Account Planning and Research
Chapter 7: Marketing, Advertising, and IMC Process
Chapter 8: Creating Ads: Strategy and Process

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 9: Evaluating the effectiveness of the advertisement

Articles

Are You Moving the Needle? Measuring Advertising ROI.
Abdow, M. (2012). Are you moving the needle? Measuring advertising ROI. Forbes.
Measuring Advertising Effectiveness (3 Methods)
Sharma, M. (nd). Measuring advertising effectiveness (3 methods). Your Article Library. https://www.yourarticlelibrary.com/advertising/measuring-advertising-effectiveness-3-methods/49176

Videos

Innovision Advertising. (2020, March 9). How to measure advertising results [Video]. Youtube. https://www.youtube.com/watch?v=_Wq_-aUjxxs