Essentials of contemporary advertising /
Arens, William F.
Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold. - Second edition. - xxiv, 558 pages : color illustrations ; 28 cm
Includes bibliographical references (p. 511-523) and indexes.
Pt. 1. Introduction to Advertising -- Ch. 1. Advertising Yesterday, Today, and Tomorrow -- Ch. 2. Economic, Social, and Regulatory Aspects of Advertising -- Ch. 3. Business of Advertising -- Pt. 2. Understanding the Target Audience -- Ch. 4. Segmentation, Targeting, and the Marketing Mix -- Ch. 5. Communication and Consumer Behavior -- Pt. 3. Planning Process -- Ch. 6. Account Planning and Research -- Ch. 7. Developing Marketing and Advertising Plans -- Pt. 4. Creative Process -- Ch. 8. Creative Strategy and the Creative Process -- Ch. 9. Creative Execution: Art and Copy -- Ch. 10. Producing Ads for Print, Electronic, and Digital Media -- Pt. 5. Reaching the Target Audience -- Ch. 11. Print Advertising -- Ch. 12. Electronic Media: Television and Radio -- Ch. 13. Digital Interactive Media -- Ch. 14. Out-of-Home, Direct-Mail, and Specialty Advertising -- Pt. 6. Integrating Marketing Communications Elements -- Ch. 15. Media Planning and Buying -- Ch. 16. IMC: Direct Marketing, Personal Selling, and Sales Promotion -- Ch. 17. IMC: Public Relations, Sponsorship, and Corporate Advertising.
9780073380971 (alk. paper) 0073380970 (alk. paper) 9780071287579 (international ed. : pbk.) 0071287574 (international ed. : pbk.)
2008005753
Advertising.
Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold. - Second edition. - xxiv, 558 pages : color illustrations ; 28 cm
Includes bibliographical references (p. 511-523) and indexes.
Pt. 1. Introduction to Advertising -- Ch. 1. Advertising Yesterday, Today, and Tomorrow -- Ch. 2. Economic, Social, and Regulatory Aspects of Advertising -- Ch. 3. Business of Advertising -- Pt. 2. Understanding the Target Audience -- Ch. 4. Segmentation, Targeting, and the Marketing Mix -- Ch. 5. Communication and Consumer Behavior -- Pt. 3. Planning Process -- Ch. 6. Account Planning and Research -- Ch. 7. Developing Marketing and Advertising Plans -- Pt. 4. Creative Process -- Ch. 8. Creative Strategy and the Creative Process -- Ch. 9. Creative Execution: Art and Copy -- Ch. 10. Producing Ads for Print, Electronic, and Digital Media -- Pt. 5. Reaching the Target Audience -- Ch. 11. Print Advertising -- Ch. 12. Electronic Media: Television and Radio -- Ch. 13. Digital Interactive Media -- Ch. 14. Out-of-Home, Direct-Mail, and Specialty Advertising -- Pt. 6. Integrating Marketing Communications Elements -- Ch. 15. Media Planning and Buying -- Ch. 16. IMC: Direct Marketing, Personal Selling, and Sales Promotion -- Ch. 17. IMC: Public Relations, Sponsorship, and Corporate Advertising.
9780073380971 (alk. paper) 0073380970 (alk. paper) 9780071287579 (international ed. : pbk.) 0071287574 (international ed. : pbk.)
2008005753
Advertising.