rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Contemporary advertising
  name:
    name part: Arens, William F.
    role:
      role term: creator
  type of resource: text
  origin info:
    place:
      place term: Boston
    publisher: McGraw-Hill Irwin
    date issued: c2002
    edition: 8th ed.
    issuance: monographic
  physical description:
    extent: 1 v. (various pagings) : some col. ill. ; 29 cm. + 1 CD-ROM (4 3/4 in.).
  table of 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
  note: William F. Arens.
  note: Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
  note: Includes bibliographical references and indexes.
  subject:
    topic: Advertising
  classification: 659.1 ARE
  related item:
    title info:
      title: The McGraw-Hill/Irwin series in marketing
  identifier: 0072415444
  identifier: 0072451769
  record info:
    record content source: MUL
    language of cataloging:
      language term: eng