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Contemporary advertising / William F. Arens with the editorial collaboration of Jack J. Whidden.

By: Contributor(s): Material type: TextSeries: The Irwin series in marketingPublication details: Chicago : Irwin, c1996.Edition: 6th edDescription: 1 v. (various pagings) : ill. (some col.), col. map ; 29 cmISBN:
  • 0256182574
Subject(s): LOC classification:
  • HF5821 .B62
Contents:
1. The Dimensions of Advertising -- 2. The Social, Legal, and Ethical Aspects of Advertising -- 3. The Advertising Business: Agencies, Clients, Media, and Suppliers -- 4. Marketing and Consumer Behavior: The Foundations of Advertising -- 5. Using Marketing and Advertising to Link Products to Markets -- 6. Marketing and Advertising Research: Inputs to the Planning Process -- 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC -- 8. Planning Media Strategy: Finding Links to the Market -- 9. Creative Strategy and the Creative Process -- 10. Creative Execution: Art and Copy -- 11. Producing Ads for Print, Electronic, and Digital Media -- 12. Buying Print Media -- 13. Buying Electronic and Digital Interactive Media -- 14. Buying Out-of-Home, Exhibitive, and Supplementary Media -- 15. Relationship Building: IMC, Direct Marketing, Direct Mail, and Sales Promotion -- 16. Relationship Building: Public Relations and Corporate Advertising. 17. Relationship Building: Local and Noncommercial Advertising -- Appendix A Marketing Plan Outline -- Appendix B Advertising Plan Outline -- Appendix C The Complete Campaign: Creating a Splash for Mountain Dew -- Appendix D Career Planning in Advertising -- Appendix E Industry Resources.
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Books Methodist University Library Main General Stacks HF5821 .B62 (Browse shelf(Opens below)) Available 17802

Includes four pages of color tranparencies.
Includes bibliographical references and index

1. The Dimensions of Advertising --
2. The Social, Legal, and Ethical Aspects of Advertising --
3. The Advertising Business: Agencies, Clients, Media, and Suppliers --
4. Marketing and Consumer Behavior: The Foundations of Advertising --
5. Using Marketing and Advertising to Link Products to Markets --
6. Marketing and Advertising Research: Inputs to the Planning Process --
7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC --
8. Planning Media Strategy: Finding Links to the Market --
9. Creative Strategy and the Creative Process --
10. Creative Execution: Art and Copy --
11. Producing Ads for Print, Electronic, and Digital Media --
12. Buying Print Media --
13. Buying Electronic and Digital Interactive Media --
14. Buying Out-of-Home, Exhibitive, and Supplementary Media --
15. Relationship Building: IMC, Direct Marketing, Direct Mail, and Sales Promotion --
16. Relationship Building: Public Relations and Corporate Advertising. 17. Relationship Building: Local and Noncommercial Advertising --
Appendix A Marketing Plan Outline --
Appendix B Advertising Plan Outline --
Appendix C The Complete Campaign: Creating a Splash for Mountain Dew --
Appendix D Career Planning in Advertising --
Appendix E Industry Resources.

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