Arens, William F.
Contemporary advertising / William F. Arens. - 8th ed. - Boston, Mass. : McGraw-Hill, c2002. - xxxii, 614 p. : ill. (some col.) ; 29 cm. + 2 electronic optical discs (CD-ROM) (4 3/4 in.) + 1 instructor's manual (xii, 325 p. ; 28 cm.) + 1 test bank (570 p. ; 28 cm.) - The McGraw-Hill/Irwin series in marketing .
Pt. One. Advertising Perspectives. 1. The Dimensions of Advertising. 2. The Economic, Social, and Regulatory Aspects of Advertising. 3. The Scope of Advertising: From Local to Global. - Pt. Two. Crafting Marketing and Advertising Strategies. 4. Marketing and Consumer Behavior: The Foundations of Advertising. 5. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy. 6. Research: Gathering Information for Advertising Planning. 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. 8. Planning Media Strategy: Finding Links to the Market. - Pt. Three. Integrating Advertising with Other Elements of the Communications Mix. 9. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion. 10. Relationship Building: Public Relations, Sponsorahip, and Corporate Advertising. - Pt. Four. Creating Advertisement and Commercials. 11. Creative Strategy and the Creative Process. 12. Creative Execution: Art and Copy. 13. Producing Ads for Print, Electronic, and Digital Media. - Pt. Five. Using Advertising Media. 14. Using Print Media. 15. Using Electronic Media: Television and Radio. 16. Using Digital Interactive Media and Direct Mail. 17. Using Out-of-Home, Exhibitive, and Supplementary Media. - Epilogue Re-Positioning a Brand: MasterCard's "Priceless" Campaign. - Appendix A Marketing Plan Outline. - Appendix B Advertising Plan Outline. -Important Terms. - End Notes. - Credits and Acknowledgments. - Name Index. - Company and Brand Index. - Subject Index.
1 electronic optical disc (CD-ROM) : Instructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451750 1 electronic optical disc (CD-ROM) : Student CD-ROM for use with Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451769 1 Instructor's manual to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by William F. Arens, Deborah Lumay, Christine Okura. ISBN 007245170X 1 Test bank to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by Thomas K. Pritchett & Betty M. Pritchett. ISBN 0072508671
0071122931 (Int.ed.) 0072415444
Advertising.
659.1 / ARE
Contemporary advertising / William F. Arens. - 8th ed. - Boston, Mass. : McGraw-Hill, c2002. - xxxii, 614 p. : ill. (some col.) ; 29 cm. + 2 electronic optical discs (CD-ROM) (4 3/4 in.) + 1 instructor's manual (xii, 325 p. ; 28 cm.) + 1 test bank (570 p. ; 28 cm.) - The McGraw-Hill/Irwin series in marketing .
Pt. One. Advertising Perspectives. 1. The Dimensions of Advertising. 2. The Economic, Social, and Regulatory Aspects of Advertising. 3. The Scope of Advertising: From Local to Global. - Pt. Two. Crafting Marketing and Advertising Strategies. 4. Marketing and Consumer Behavior: The Foundations of Advertising. 5. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy. 6. Research: Gathering Information for Advertising Planning. 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. 8. Planning Media Strategy: Finding Links to the Market. - Pt. Three. Integrating Advertising with Other Elements of the Communications Mix. 9. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion. 10. Relationship Building: Public Relations, Sponsorahip, and Corporate Advertising. - Pt. Four. Creating Advertisement and Commercials. 11. Creative Strategy and the Creative Process. 12. Creative Execution: Art and Copy. 13. Producing Ads for Print, Electronic, and Digital Media. - Pt. Five. Using Advertising Media. 14. Using Print Media. 15. Using Electronic Media: Television and Radio. 16. Using Digital Interactive Media and Direct Mail. 17. Using Out-of-Home, Exhibitive, and Supplementary Media. - Epilogue Re-Positioning a Brand: MasterCard's "Priceless" Campaign. - Appendix A Marketing Plan Outline. - Appendix B Advertising Plan Outline. -Important Terms. - End Notes. - Credits and Acknowledgments. - Name Index. - Company and Brand Index. - Subject Index.
1 electronic optical disc (CD-ROM) : Instructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451750 1 electronic optical disc (CD-ROM) : Student CD-ROM for use with Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451769 1 Instructor's manual to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by William F. Arens, Deborah Lumay, Christine Okura. ISBN 007245170X 1 Test bank to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by Thomas K. Pritchett & Betty M. Pritchett. ISBN 0072508671
0071122931 (Int.ed.) 0072415444
Advertising.
659.1 / ARE