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Advertising

Author: William F Arens; David H Schaefer; Michael F Weigold
Publisher: New York: McGraw-Hill Irwin, ©2012.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. This book presents advertising as it is actually practiced and make the fundamentals  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: William F Arens; David H Schaefer; Michael F Weigold
ISBN: 9780078028915 acidfree paper 0078028914 acidfree paper
OCLC Number: 741761082
Description: xiii, 498 pages : color illustrations ; 28 cm.
Contents: Part 1: An introduction to advertising. 1. The evolution of advertising --
2. The economic, social, and regulatory aspects of advertising --
3. The business of advertising --
Part 2: Understanding the target audience. 4. Segmentation, targeting, and the marketing mix --
5. Communication and consumer behavior --
Part 3: The planning process. 6. Account planning and research --
7. Marketing, advertising, and IMC planning --
Part 4: The creative process. 8. Creating ads: strategy and process --
9. Creative execution: art and copy --
10. Producing ads --
Part 5: Reaching the target audience. 11. Print advertising --
12. Electronic media: television and radio --
13. Digital interactive media --
14. Out-of-home, direct-mail, and specialty advertising --
Part 6: Integrating marketing communications elements. 15. Media planning and buying --
16. IMC: direct marketing, personal selling, packaging, and sales promotion --
17. IMC: Public relations, sponsorship, and corporate advertising.
Other Titles: M: advertising
Responsibility: William F. Arens, David H. Schaefer, Michael Weigold.
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