Essentials of contemporary advertising / William F. Arens, David H. Schaefer.
Material type:
TextPublication details: Boston : McGraw-Hill Irwin, c2007.Description: xxviii, 558 p. : ill. (chiefly col.), map ; 28 cmISBN: - 0073136662 (alk. paper)
- 9780073136660
- HF5821 .A74
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Methodist University Library Main General Stacks | HF5821 .A74 (Browse shelf(Opens below)) | Available | 21893 | ||||||||||||||
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Methodist University Library Main General Stacks | HF5821 .A74 (Browse shelf(Opens below)) | Available | 29853 |
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.
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