000			01846cam a2200217 a 4500
020			_a0072415444
020			_a0072451769
040			_aMUL _beng
082	0	0	_a659.1 ARE
100	1		_aArens, William F.
245	1	0	_aContemporary advertising / _cWilliam F. Arens.
250			_a8th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2002.
300			_a1 v. (various pagings) : _bsome col. ill. ; _c29 cm. + _e1 CD-ROM (4 3/4 in.).
440		4	_aThe McGraw-Hill/Irwin series in marketing
500			_aTitle on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
504			_aIncludes bibliographical references and indexes.
505			_aAdvertising 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
650		0	_aAdvertising.
942			_cBK
999			_c6376 _d6376