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Essentials of contemporary advertising / William F. Arens, David H. Schaefer.

By: Arens, William F.
Contributor(s): Schaefer, David H.
Publisher: Boston : McGraw-Hill Irwin, c2007Description: xxviii, 558 p. : ill. (chiefly col.), map ; 28 cm.ISBN: 0073136662 (pbk.); 9780073136660.Subject(s): AdvertisingDDC classification: 659.1
Contents:
Part 1: An introduction to advertising - Chapter One: Advertising today and how we got here - Chapter Two: The economic, social and regulatory aspects of advertising - Chapter Three : The advertising Industry - Part 2: Understanding the target audience - Chapter Four: Segmentation, targeting and the marketing mix - Chapter Five: Communication and consumer behavior - Part 3: The planning process - Chapter Six: Account planning and research - Chapter Seven: Developing marketing and advertising Plans - Part 4: The creative process - Chapter Eight: Creative strategy and the creative process - Chapter Nine: Creative execution: art and copy - Chapter Ten: Producing ads for print, electronic and digital media - Part 5: Reaching the target audience - Chapter Eleven: Print advertising - Chapter Twelve: Electronic media: television and radio - Chapter Thirteen : Digital interactive media and direct mail - Chapter fourteen : Out-of-home, trade shows and supplementary media - Part 6: Integrating marketing communications elements - Chapter fifteen: Media planning and buying - Chapter Sixteen: Relationship building: direct marketing, personal selling and sales promotion - Chapter seventeen: Relationship building: public relations, sponsorship and corporate advertising.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 4

 659.1 ARE (Browse shelf) 1 Available SOMAC,37001,03,RM 5000037623
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 5

 659.1 ARE (Browse shelf) 1 Available SOMAC,37001,03,RM 5000032929
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 5

 659.1 ARE (Browse shelf) 1 Available SOMAC,37000,03,RM 5000036037
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 5

 659.1 ARE (Browse shelf) 1 Available SOMAC,37000,03,RM 5000032924

Includes bibliographical references (p. 506-521) and indexes.

Part 1: An introduction to advertising - Chapter One: Advertising today and how we got here - Chapter Two: The economic, social and regulatory aspects of advertising - Chapter Three : The advertising Industry - Part 2: Understanding the target audience - Chapter Four: Segmentation, targeting and the marketing mix - Chapter Five: Communication and consumer behavior - Part 3: The planning process - Chapter Six: Account planning and research - Chapter Seven: Developing marketing and advertising Plans - Part 4: The creative process - Chapter Eight: Creative strategy and the creative process - Chapter Nine: Creative execution: art and copy - Chapter Ten: Producing ads for print, electronic and digital media - Part 5: Reaching the target audience - Chapter Eleven: Print advertising - Chapter Twelve: Electronic media: television and radio - Chapter Thirteen : Digital interactive media and direct mail - Chapter fourteen : Out-of-home, trade shows and supplementary media - Part 6: Integrating marketing communications elements - Chapter fifteen: Media planning and buying - Chapter Sixteen: Relationship building: direct marketing, personal selling and sales promotion - Chapter seventeen: Relationship building: public relations, sponsorship and corporate advertising.