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Arens, William F.

Essentials of contemporary advertising / William F. Arens, David H. Schaefer. - Boston : McGraw-Hill Irwin, c2007. - xxviii, 558 p. : ill. (chiefly col.), map ; 28 cm.

Includes bibliographical references and index

Ch. 1. Advertising today and how we got here --
Ch. 2. economic, social, and regulatory aspects of advertising --
Ch. 3. advertising industry --
Ch. 4. Segmentation, targeting, and the marketing mix --
Ch. 5. Communication and consumer behavior --
Ch. 6. Account planning and research --
Ch. 7. Developing marketing and advertising plans --
Ch. 8. Creative strategy and the creative process --
Ch. 9. Creative execution : art and copy --
Ch. 10. Producing ads for print, electronic, and digital media --
Ch. 11. Print advertising --
Ch. 12. Electronic media : television and radio --
Ch. 13. Digital interactive media and direct mail --
Ch. 14. Out-of-home, trade shows, and supplementary media --
Ch. 15. Media planning and buying --
Ch. 16. Relationship building : direct marketing, personal selling, and sales promotion --
Ch. 17. Relationship building : public relations, sponsorship, and corporate advertising.

ISBN: 0073136662 (alk. paper) 9780073136660

Subjects--Topical Terms:
Advertising.

LC Class. No.: HF5821 / .A74