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100	1		_aArens, William F. _97157
245	1	0	_aContemporary advertising / _cWilliam F. Arens.
250			_a8th ed.
260			_aBoston, Mass. : _bMcGraw-Hill, _cc2002.
300			_axxxii, 614 p. : _bill. (some col.) ; _c29 cm. + _e2 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.)
490	0		_aThe McGraw-Hill/Irwin series in marketing
505	0		_aPt. 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.
525			_a1 electronic optical disc (CD-ROM) : Instructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451750
525			_a1 electronic optical disc (CD-ROM) : Student CD-ROM for use with Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451769
525			_a1 Instructor's manual to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by William F. Arens, Deborah Lumay, Christine Okura. ISBN 007245170X
525			_a1 Test bank to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by Thomas K. Pritchett & Betty M. Pritchett. ISBN 0072508671
650		0	_aAdvertising.
740	0		_aInstructor's manual to accompany Contemporary advertising. Eighth edition
740	0		_aInstructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition
740	0		_aStudent CD-ROM for use with Contemporary advertising. Eighth edition
740	0		_aTest bank to accompany Contemporary advertising. Eighth edition
920			_aSOC : 200685, 200686, 200739, 200975, 200976, 200977, 201230, 201231, CD200005, CD200006, CD200011, CD20033, CD20034, CD20035, CD200055
999			_c179182 _d179182