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