Contemporary advertising /
Arens, William F.
Contemporary advertising / William F. Arens. - 8th ed. - Boston : McGraw-Hill Irwin, c2002. - 1 v. (various pagings) : some col. ill. ; 29 cm. + 1 CD-ROM (4 3/4 in.). - The McGraw-Hill/Irwin series in marketing .
Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
Includes bibliographical references and indexes.
Advertising perspectives
The dimensions of advertising
The economic, social, and regulatory aspects of advertising
The scope of advertising: from local to global
Crafting marketing and advertising strategies
Marketing and consumer behavior: the foundations of advertising
Market segmentation and the marketing mix: determinants of advertising strategy
Research: gathering information for advertising planning
Marketing and advertising planning: top-down, bottom-up, and IMC
Planning media strategy: finding links to the market
Integrating advertising with other elements of the communications mix
Relationship building: direct marketing, personal selling, and sales promotion
Relationship building: public relations, sponsorship, and corporate advertising
Creating advertisements and commercials
Creative strategy and the creative process
Creative execution: art and copy
Producing ads for print, electronic, and digital media
Using advertising media
Using print media
Using electronic media: television and radio
Using digital interactive media and direct mail
Using out-of-home, exhibitive, and supplementary media
0072415444 0072451769
Advertising.
659.1 ARE
Contemporary advertising / William F. Arens. - 8th ed. - Boston : McGraw-Hill Irwin, c2002. - 1 v. (various pagings) : some col. ill. ; 29 cm. + 1 CD-ROM (4 3/4 in.). - The McGraw-Hill/Irwin series in marketing .
Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
Includes bibliographical references and indexes.
Advertising perspectives
The dimensions of advertising
The economic, social, and regulatory aspects of advertising
The scope of advertising: from local to global
Crafting marketing and advertising strategies
Marketing and consumer behavior: the foundations of advertising
Market segmentation and the marketing mix: determinants of advertising strategy
Research: gathering information for advertising planning
Marketing and advertising planning: top-down, bottom-up, and IMC
Planning media strategy: finding links to the market
Integrating advertising with other elements of the communications mix
Relationship building: direct marketing, personal selling, and sales promotion
Relationship building: public relations, sponsorship, and corporate advertising
Creating advertisements and commercials
Creative strategy and the creative process
Creative execution: art and copy
Producing ads for print, electronic, and digital media
Using advertising media
Using print media
Using electronic media: television and radio
Using digital interactive media and direct mail
Using out-of-home, exhibitive, and supplementary media
0072415444 0072451769
Advertising.
659.1 ARE