000 02313cam a2200361 a 4500
001 191898261
003 OCoLC
005 20231004131957.0
008 080207s2009 maua b 001 0 eng
010 _a2008005753
020 _a9780073380971
_c(alk. paper)
020 _a0073380970
_c(alk. paper)
020 _a9780071287579
_c(international ed. : pbk.)
020 _a0071287574
_c(international ed. : pbk.)
035 _a(OCoLC)191898261
040 _aDLC
_cDLC
_dBAKER
_dYDXCP
_dBTCTA
_dC#P
_dBWX
_dOCLCG
_dUKM
_dDEBBG
_dUtOrBLW
092 _a659.1
_bAr336e
100 1 _aArens, William F.
245 1 0 _aEssentials of contemporary advertising /
_cWilliam F. Arens, David H. Schaefer, Michael Weigold.
250 _aSecond edition.
264 1 _aBoston :
_bMcGraw-Hill Irwin,
_c[2009]
264 4 _cc2009
300 _axxiv, 558 pages :
_bcolor illustrations ;
_c28 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (p. 511-523) and indexes.
505 0 _aPt. 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.
650 0 _aAdvertising.
700 1 _aSchaefer, David H.
700 1 _aWeigold, Michael F.,
_d1958-
942 _2lcc
_cBK
_n0
999 _c11502
_d11502