TY  - BOOK
AU  - Arens,William F.
TI  - Contemporary advertising
SN  - 0072415444 (alk. paper)
SN  - 978007250
AV  - HF5821 .B62 
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - 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
ER  -