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Contemporary advertising / William F. Arens.

By: Material type: TextSeries: The McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill Irwin, c2002.Edition: 8th edDescription: 1 v. (various pagings) : ill. (some col.) ; 29 cm. + 1 CD-ROM (4 3/4 in.)ISBN:
  • 0072415444 (alk. paper)
  • 0072451769 (CDROM)
ISSN:
  • 9780072500417
  • 0071122931
Subject(s): LOC classification:
  • HF5821 .B62
Contents:
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.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks HF5821 .B62 (Browse shelf(Opens below)) Available 27194
Books Methodist University Library Main General Stacks HF5821 .B62 (Browse shelf(Opens below)) Available 13113
Books Methodist University Library Tema General Stacks HF5821 .B62 (Browse shelf(Opens below)) Available 22985
Books Methodist University Library Tema General Stacks HF5821 .B62 (Browse shelf(Opens below)) Available 22987

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.

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