TY  - BOOK
AU  - Arens,William F.
TI  - Contemporary advertising
T2  - The McGraw-Hill/Irwin series in marketing
SN  - 0071122931 (Int.ed.)
U1  - 659.1 
PY  - 2002///
CY  - Boston, Mass.
PB  - McGraw-Hill
KW  - Advertising
N1  - 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
ER  -