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001 | vtls003031747 | ||
003 | MY-SjTCS | ||
005 | 20200306163814.0 | ||
008 | 110218s2007 mauab b 001 0 eng | ||
020 | _a0073136662 (pbk.) | ||
020 | _a9780073136660 | ||
039 | 9 |
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|
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 |