Contemporary advertising / William F. Arens.

By:

Arens, William F

Material type: Text

TextSeries: The McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill Irwin, c2002.Edition: 8th edDescription: 1 v. (various pagings) : some col. ill. ; 29 cm. + 1 CD-ROM (4 3/4 in.)ISBN:

0072415444
0072451769

Subject(s):

Advertising

DDC classification:

659.1 ARE

Contents:

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

Tags from this library: No tags from this library for this title.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 ARE (Browse shelf(Opens below))	1	Available		0078881

Total holds: 0

Browsing Mzumbe University Main Campus Library shelves Close shelf browser (Hides shelf browser)

Previous								Next
Previous	659.1 ADV Advertising /	659.1 ADV Advertising /	659.1 ADV Advertising /	659.1 ARE Contemporary advertising /	659.1 BAT Advertising management	659.1 BEL Advertising and promotion : an integrated marketing communications perspective /	659.1 BEL Advertising and promotion : an integrated marketing communications perspective /	Next

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

There are no comments on this title.

to post a comment.