M: Advertising 2e was created with studentsâ€™ and professorsâ€™ needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authorsâ€™ goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the studentâ€™s â€śreal life.â€ť This approach truly transcends the conceptual and propels students into an exciting and practical dimension. Students receive a cost-effective, easy to read, focused text complete with study resources to help them review for tests and apply chapter concepts. Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students. McGraw-Hill Connect assignments are provided to utilize the power of the web, providing application of concepts for students and automatically grade materials to support instructors.