TY  - BOOK
AU  - Arens,William F.
AU  - Schaefer,David H.
TI  - Essentials of contemporary advertising
SN  - 0073136662 (pbk.)
U1  - 659.1 
PY  - 2007///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - 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
ER  -