What do television ads look like? How can you tell that ads are not part of TV shows? Why do companies make TV ads? Readers will learn to identify and evaluate the advertisements they see on television. Accessible text and explanatory photos help students understand the role of advertising in their lives.

What do the words and pictures on your shirt or shoes mean? Why did someone put those things on your clothes? Readers will learn to identify and evaluate the advertisements they see on clothing. Accessible text and explanatory photos help students understand the role of advertising in their lives.

Magazines have stories, pictures, and ads. Companies put ads in magazines to sell products. What do magazine ads look like? And what is their purpose? Readers will learn to identify and evaluate the advertisements they see in magazines. Accessible text and explanatory photos help students understand the role of advertising in their lives.

Many foods come in colorful packages with pictures and words. What do the pictures and words mean? How do they influence us? Readers will learn to identify and evaluate the advertisements they see on food packages. Accessible text and explanatory photos help students understand the role of advertising in their lives.

Indoor and outdoor signage can provide directions, warnings, and information. Some signs advertise products too. How can you tell which signs are ads? And how do they influence us? Readers will learn to identify and evaluate the advertisements they see on signs. Accessible text and explanatory photos help students understand the role of advertising in their lives.

Although different and unrelated, the stories share the common thread that life is not always what it appears to be. It is very much like an artist searching for that elusive portrayal of beauty.

This text is a step-by-step guide for students taking a first course in statistics for advertising and for advertising managers and practitioners who want to learn how to use Excel to solve practical statistics problems in in the workplace, whether or not they have taken a course in statistics. Excel 2016 for Advertising Statistics explains statistical formulas and offers practical examples for how students can solve real-world advertising statistics problems. This book leaves detailed explanations of statistical theory to other statistics textbooks and focuses entirely on practical, real-world problem solving. Each chapter briefly explains a topic and then demonstrates how to use Excel commands and formulas to solve specific advertising statistics problems. This book gives practice in using Excel in two different ways: (1) writing formulas (e.g., confidence interval about the mean, one-group t-test, two-group t-test, correlation) and (2) using Excel’s drop-down formula menus (e.g., simple linear regression, multiple correlation and multiple regression, and one-way ANOVA). Three practice problems are provided at the end of each chapter, along with their solutions in an Appendix. An additional Practice Test allows readers to test their understanding of each chapter by attempting to solve a specific practical advertising statistics problem using Excel; the solution to each of these problems is also given in an Appendix. · Includes 167 illustrations in color · Suitable for undergraduates or graduate students