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Contemporary advertising

Author: William F Arens
Publisher: Boston : McGraw-Hill/Irwin, ©2006.
Series: McGraw-Hill/Irwin series in marketing.
Edition/Format:   Print book : English : 10th, International edView all editions and formats
Summary:

Presenting advertising from the creative stand-point, this text draws on the authors own industry experience to illustrate the examples. It also addresses the importance of Integrated Marketing  Read more...

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Document Type: Book
All Authors / Contributors: William F Arens
ISBN: 0072964723 9780072964721 0071115374 9780071115377 0073135690 9780073135694
OCLC Number: 1027844730
Description: xl, 614 pages : illustrations (some color) ; 29 cm.
Contents: Part I:Advertising PerspectivesChapter 1What is Advertising Today? Chapter 2The Evolution of Advertising Chapter 3The Economic, Social and Regulatory Aspects of AdvertisingChapter 4The Scope of Advertising: From Local to Global Part II:Crafting Marketing and Advertising StrategiesChapter 5Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7Research: Gathering Information for Advertising PlanningChapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9Planning Media Strategy: Finding Links to the Market Part III:Integrating Advertising With Other Elements of the Communication MixChapter 10Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV:Creating Advertisements and CommercialsChapter 12Creative Strategy and the Creative Process Chapter 13Creative Execution: Art and Copy Chapter 14Producing Ads for Print, Electronic and Digital Media Part V:Using Advertising MediaChapter 15Using Print Media Chapter 16Using Electronic Media: Television and RadioChapter 17Using Digital Interactive Media and Direct Mail Chapter 18Using Out-of-Home, Exhibitive, and Supplemental Media
Series Title: McGraw-Hill/Irwin series in marketing.
Responsibility: William F. Arens.

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