Mara Einstein is Professor of Media Studies at Queens College, City University of New York. She brings more than twenty-five years of marketing and advertising experience to this work. She has worked as a senior marketing executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben's, and Dole Foods.

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• Introduction Part I: Marketing versus Advertising Part II: The Business of Advertising Part III: Branding and Consumer Behavior Part IV: Media and Media buying Part V: Creative Part VI: Advertising in the Digital Age Conclusion

Mara Einstein is Professor of Media Studies at Queens College, City University of New York. She brings more than twenty-five years of marketing and advertising experience to this work. She has worked as a senior marketing executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben's, and Dole Foods.

Select Guide Rating

• Introduction Part I: Marketing versus Advertising Part II: The Business of Advertising Part III: Branding and Consumer Behavior Part IV: Media and Media buying Part V: Creative Part VI: Advertising in the Digital Age Conclusion

Mara Einstein is Professor of Media Studies at Queens College, City University of New York. She brings more than twenty-five years of marketing and advertising experience to this work. She has worked as a senior marketing executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben's, and Dole Foods.

Select Guide Rating

• Introduction Part I: Marketing versus Advertising Part II: The Business of Advertising Part III: Branding and Consumer Behavior Part IV: Media and Media buying Part V: Creative Part VI: Advertising in the Digital Age Conclusion