Contemporary advertising /
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| Autor principal: | |
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| Formato: | Livro |
| Publicado em: |
Boston :
McGraw-Hill Irwin,
c2002.
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| Edição: | 8th ed. |
| Colecção: | The McGraw-Hill/Irwin series in marketing
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| Assuntos: | |
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| LEADER | 00000cam a2200000 a 4500 | ||
|---|---|---|---|
| 020 | |a 0072415444 | ||
| 020 | |a 0072451769 | ||
| 040 | |a MUL |b eng | ||
| 082 | 0 | 0 | |a 659.1 ARE |
| 100 | 1 | |a Arens, William F. | |
| 245 | 1 | 0 | |a Contemporary advertising / |c William F. Arens. |
| 250 | |a 8th ed. | ||
| 260 | |a Boston : |b McGraw-Hill Irwin, |c c2002. | ||
| 300 | |a 1 v. (various pagings) : |b some col. ill. ; |c 29 cm. + |e 1 CD-ROM (4 3/4 in.). | ||
| 440 | 4 | |a The McGraw-Hill/Irwin series in marketing | |
| 500 | |a Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed. | ||
| 504 | |a Includes bibliographical references and indexes. | ||
| 505 | |a 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 | ||
| 650 | 0 | |a Advertising. | |
| 942 | |c BK | ||
| 999 | |c 6376 |d 6376 | ||