000			01499cam a22001814a 4500
999			_c1075 _d1075
020			_a0073136662 (alk. paper)
020			_a9780073136660
050	0	0	_aHF5821 _b.A74
100	1		_aArens, William F.
245	1	0	_aEssentials of contemporary advertising / _cWilliam F. Arens, David H. Schaefer.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2007.
300			_axxviii, 558 p. : _bill. (chiefly col.), map ; _c28 cm.
500			_aIncludes bibliographical references and index
505			_a 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.
650		0	_aAdvertising.
700	1		_aSchaefer, David H.
942			_cBK