Contemporary advertising /
Arens, William F.
Contemporary advertising / William F. Arens. - 8th ed. - Boston : McGraw-Hill Irwin, c2002. - 1 v. (various pagings) : ill. (some col.) ; 29 cm. + 1 CD-ROM (4 3/4 in.). - The McGraw-Hill/Irwin series in marketing .
Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
Advertising perspectives --
The dimensions of advertising --
The economic, social, and regulatory aspects of advertising --
The scope of advertising: from local to global --
Crafting marketing and advertising strategies --
Marketing and consumer behavior: the foundations of advertising --
Market segmentation and the marketing mix: determinants of advertising strategy --
Research: gathering information for advertising planning --
Marketing and advertising planning: top-down, bottom-up, and IMC --
Planning media strategy: finding links to the market --
Integrating advertising with other elements of the communications mix --
Relationship building: direct marketing, personal selling, and sales promotion --
Relationship building: public relations, sponsorship, and corporate advertising --
Creating advertisements and commercials --
Creative strategy and the creative process --
Creative execution: art and copy --
Producing ads for print, electronic, and digital media --
Using advertising media --
Using print media --
Using electronic media: television and radio --
Using digital interactive media and direct mail --
Using out-of-home, exhibitive, and supplementary media.
0072415444 (alk. paper) 0072451769 (CDROM)
9780072500417 0071122931
Advertising.
HF5821 / .B62
Contemporary advertising / William F. Arens. - 8th ed. - Boston : McGraw-Hill Irwin, c2002. - 1 v. (various pagings) : ill. (some col.) ; 29 cm. + 1 CD-ROM (4 3/4 in.). - The McGraw-Hill/Irwin series in marketing .
Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed.
Advertising perspectives --
The dimensions of advertising --
The economic, social, and regulatory aspects of advertising --
The scope of advertising: from local to global --
Crafting marketing and advertising strategies --
Marketing and consumer behavior: the foundations of advertising --
Market segmentation and the marketing mix: determinants of advertising strategy --
Research: gathering information for advertising planning --
Marketing and advertising planning: top-down, bottom-up, and IMC --
Planning media strategy: finding links to the market --
Integrating advertising with other elements of the communications mix --
Relationship building: direct marketing, personal selling, and sales promotion --
Relationship building: public relations, sponsorship, and corporate advertising --
Creating advertisements and commercials --
Creative strategy and the creative process --
Creative execution: art and copy --
Producing ads for print, electronic, and digital media --
Using advertising media --
Using print media --
Using electronic media: television and radio --
Using digital interactive media and direct mail --
Using out-of-home, exhibitive, and supplementary media.
0072415444 (alk. paper) 0072451769 (CDROM)
9780072500417 0071122931
Advertising.
HF5821 / .B62