TY  - BOOK
AU  - Arens,William F.
AU  - Whidden,Jack J.
TI  - Contemporary advertising
SN  - 0256182574
AV  - HF5821 .B62 
PY  - 1996///
CY  - Chicago
PB  - Irwin
KW  - Advertising
N1  - 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
ER  -