TY  - BOOK
AU  - Arens,William F.
TI  - Contemporary advertising
SN  - 0072415444 
U1  - 659.1 ARE  
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - 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
ER  -