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Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold.

By: Contributor(s): Material type: TextPublisher: Boston : McGraw-Hill Irwin, [2009]Copyright date: c2009Edition: Second editionDescription: xxiv, 558 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780073380971
  • 0073380970
  • 9780071287579
  • 0071287574
Subject(s):
Contents:
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.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Spec. Study Centre Immigration, Gwagwalada, Abuja HF5821.A74 (Browse shelf(Opens below)) Available

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.

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