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Advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. New York, NY : McGraw-Hill Education, 2021xxix, 740, 13, 33, 9, 14 p. : ill. ; 27 cm."THE CHANGING WORLD OF ADVERTISING AND PROMOTION Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"
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Advertising media planning / Jack Zanville Sissors, Roger B. Baron. New York : McGraw-Hill, 20101 online resource (xiv, 480 p.) : ill., map ; 29 cm.Provides insight into the construction of media plans that most effectively achieve marketing objectives. This seventh edition retains all the critical information you need to know about traditional media - including TV, radio, and print - while exploring the media forms, illustrated with major advertiser case histories.
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Artificial intelligence : a modern approach / Stuart J Russell, Peter Norvig, et al. Harlow, England : Pearson Educación, 20221166 p. : ill. ; 26 cmThe most comprehensive, up-to-date introduction to the theory and practice of artificial intelligence The long-anticipated revision of Artificial Intelligence: A Modern Approach explores the full breadth and depth of the field of artificial intelligence (AI). The 4th Edition brings readers up to date on the latest technologies, presents concepts in a more unified manner, and offers new or expanded coverage of machine learning, deep learning, transfer learning, multiagent systems, robotics, natural language processing, causality, probabilistic programming, privacy, fairness, and safe AI.
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