skip to content
Contemporary advertising Preview this item
ClosePreview this item
Checking...

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...

Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

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.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.

Similar Items

Related Subjects:(1)

Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


\n\n

Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/1027844730<\/a>> # Contemporary advertising<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Book<\/a>, schema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"1027844730<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/dbpedia.org\/resource\/Boston<\/a>> ; # Boston<\/span>\n\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Topic\/advertising<\/a>> ; # Advertising<\/span>\n\u00A0\u00A0\u00A0\nschema:bookEdition<\/a> \"10th, International ed.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:copyrightYear<\/a> \"2006<\/span>\" ;\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Person\/arens_william_f<\/a>> ; # William F. Arens<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2006<\/span>\" ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/651427<\/a>> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isPartOf<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Series\/mcgraw_hill_irwin_series_in_marketing<\/a>> ; # McGraw-Hill\/Irwin series in marketing.<\/span>\n\u00A0\u00A0\u00A0\nschema:isPartOf<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Series\/the_mcgraw_hill_irwin_series_in_marketing<\/a>> ; # The McGraw-Hill\/Irwin series in marketing.<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"Contemporary advertising<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"1027844730<\/span>\" ;\u00A0\u00A0\u00A0\nschema:publication<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/1027844730#PublicationEvent\/boston_mcgraw_hill_irwin_2006<\/a>> ;\u00A0\u00A0\u00A0\nschema:publisher<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Agent\/mcgraw_hill_irwin<\/a>> ; # McGraw-Hill\/Irwin<\/span>\n\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780071115377<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780072964721<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780073135694<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/1027844730<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Related Entities<\/h3>\n
<http:\/\/dbpedia.org\/resource\/Boston<\/a>> # Boston<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Boston<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Agent\/mcgraw_hill_irwin<\/a>> # McGraw-Hill\/Irwin<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"McGraw-Hill\/Irwin<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Person\/arens_william_f<\/a>> # William F. Arens<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Arens<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"William F.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"William F. Arens<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Series\/mcgraw_hill_irwin_series_in_marketing<\/a>> # McGraw-Hill\/Irwin series in marketing.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:PublicationSeries<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/www.worldcat.org\/oclc\/1027844730<\/a>> ; # Contemporary advertising<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"McGraw-Hill\/Irwin series in marketing.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Series\/the_mcgraw_hill_irwin_series_in_marketing<\/a>> # The McGraw-Hill\/Irwin series in marketing.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:PublicationSeries<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/www.worldcat.org\/oclc\/1027844730<\/a>> ; # Contemporary advertising<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"The McGraw-Hill\/Irwin series in marketing.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/651427#Topic\/advertising<\/a>> # Advertising<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Advertising<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"mau<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780071115377<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0071115374<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780071115377<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780072964721<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0072964723<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780072964721<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780073135694<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0073135690<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780073135694<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/1027844730<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/1027844730<\/a>> ; # Contemporary advertising<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2018-12-20<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n