000 02170cam a2200241 a 4500
001 vtls003031747
003 MY-SjTCS
005 20200306163814.0
008 110218s2007 mauab b 001 0 eng
020 _a0073136662 (pbk.)
020 _a9780073136660
039 9 _a201204231227
_bwilmina
_c201102181235
_dVLOAD
_c200809301532
_dcarolineson
_c200809301530
_dcarolineson
_y200611091457
_zfadilah
082 0 4 _a659.1
_bARE
100 1 _aArens, William F.
_97157
245 1 0 _aEssentials of contemporary advertising /
_cWilliam F. Arens, David H. Schaefer.
260 _aBoston :
_bMcGraw-Hill Irwin,
_cc2007.
300 _axxviii, 558 p. :
_bill. (chiefly col.), map ;
_c28 cm.
504 _aIncludes bibliographical references (p. 506-521) and indexes.
505 0 _aPart 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.
650 0 _aAdvertising.
_9239963
700 1 _aSchaefer, David H.
_922998
920 _aSOC : 202948, 204182, 204251, 204250
999 _c45554
_d45554